The Importance of Being Understood

Earlier in my career, my boss asked me to teach an in-house class on writing.  While I was discussing the importance of using clearly understood words and phrases, one man questioned the entire premise of the class, saying that in order to impress others, it was imperative to use the same terminology used in his profession.  “Otherwise, it’s too simplistic,” he said.

Today, with multiple forms of communication available, attitudes have changed.   Most business people realize the importance of communicating clearly in both writing and speaking.  Unfortunately, it’s easier for some than for others, and one of the main barriers to clear communication is the prevalence of jargon.

JargonJargon – defined as the specialized language of a profession or other group of people – is not all bad.  It can be a handy shorthand within the specific group of people for whom it was intended.   The problem arises when you are speaking to an outside group or even to a group of newcomers within your profession.  That’s when jargon can cause confusion or misunderstandings.  Ultimately, it can have a negative effect on your audience, who may think you are either trying to impress them or are being evasive by hiding behind expressions and acronyms they don’t understand.

Rarely will anyone say anything, however, and this is the real problem.  While you are chattering away, dropping an acronym here and a technical term there, your audience is probably not going to be listening to you.  After the first acronym, they will be drifting away, trying to determine what that stands for, and after a stream of unintelligible jargon, they will often become irritated or lose interest completely.

The use of jargon is not always intentional.  At our firm, we often train clients for media interviews or presentations, and in most cases they don’t even realize they are using jargon.  They have been in a profession or job for so long they think everyone understands their special language.  They have to spend some time untangling their jargon in order to connect with the audiences they want to reach.

Making the effort to remove jargon from your presentations is worth the effort.  When you communicate clearly in everyday language, you are more – not less – likely to impress people.  They will be impressed with your sincerity, thoughtfulness and leadership, and, most important, they will understand you.

Learn to Speak Layman with Lisa Dimond Vasquez.

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So as I was saying…

Dictionary Series - Marketing: communicationI thought it was just me, but apparently people have been noticing this occurrence for quite some time:  the use of the connective word “so” as the beginning of a sentence.

Indeed, it was featured three years ago in a New York Times column by Anand Giridharadas, who examined the current usage, gathering the opinions of experts and finally speculating on the fact that in a world in which communication is fragmented and there is so much competition for our attention, the use of “so” is our effort “to be heard,” and he concludes: “We insist, time and again, that this is it; this is what you’ve been waiting to hear; this is the ‘so’ moment.”

My concern is not based on linguistics or psychology, as interesting as those topics are; it’s more about what the use of “so” to begin every sentence does to “messaging” – the ever-important PR tool.

As I listen to media interviews on the radio or watch them on television, I hear “so” at the start of responses to questions so frequently that it’s hard to ignore.

Interviewer:  “What is the nature of your business?”                                                 Response:  “So our main product is information.”                                                 Interviewer:  “That’s a pretty broad topic.  What do you mean by that?”                Response:  “So we collect and analyze data for surveys and productivity studies.”

You get the idea.

This is the problem with crutch words in general, and “so” is only the latest to join the crowd.  Well, like, um, uh and the ubiquitous you know are all distracting fillers.  What’s even more of a concern, the use of these words seems to be contagious.  We often hear them a few times and begin using them ourselves.  Like weeds in our gardens, we must be ever-vigilant to keep crutch words from invading our vocabulary.

These words are a serious impediment to good communication, and they can completely overshadow your message points in a media interview.

Posted by Margot Dimond

 

 

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Your TV Interview: Make Every Word Count!

TV InterviewWhat is your media message?  In other words, what is the main thing you want your target audience to know about you or your organization?

Now – Can you say it in under 9 seconds? That’s about all the time you have in a typical TV interview sound bite.  So it’s important to make every word count.

Sound impossible?  Not if you practice.  Like most everything else, being good at media interviews is a skill that you acquire through training and practice.  And practice is especially important if you want to distill your company message into a usable sound bite.

One of the main challenges in being interviewed by the news media is learning how to tell your story in a clear and concise way.  You can complain that you aren’t given enough time to do your message justice, but you aren’t going to change the medium.  It is what it is, and if you want media coverage, you will have to adjust your communication style to be compatible with media time constructions.

Most television news shows are 30 minutes.  Take out commercial time, weather and sports, and the reporters don’t have much time at all to tell their audience the news of the day.  Brevity is essential.

So let’s say you are fortunate enough to have attracted the attention of the media, and a TV interview is scheduled.  This is your opportunity to get your message out to a large number of people at once.

You will be interviewed by a reporter (or in some cases, a camera operator), and he or she may have background information on you and your organization, but that’s not your audience.  Your audience is the person at home watching.  You must be able to clearly explain your point of view to that person – the one with very little background information – in 9 seconds or less.

You must make every word count.  And that takes practice.

Posted by Margot Dimond

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Why is our PR person always in such a hurry?

I am an assistant professor at a major research university, and I often get calls from our communications director wanting me to share my particular expertise in an interview for a news story.  She’s very insistent on my responding right away, which is very annoying.  Why can’t they wait for a convenient time for me to do the interview?  Is this standard practice for public relations people, or should I confront her on this?

It depends.  Do you want to be in the story?  Or do you want to be left out?  The reason the communications director is so insistent is that the reporter has told her that he or she has a tight deadline, and if you don’t do the interview before that time, you will not be quoted.  They will quote someone else.  No matter how important your expertise is – or how much it will contribute to the story – rarely will a media outlet delay publishing a story to fit in with your schedule.  There is always someone else they can quote instead.  So please go easy on your PR person.  She is on your side.

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Why did they use that quote?

Does this sound familiar?  You’ve created a new product, and you finally get a media interview to promote it.  This is your big opportunity to let the world know what you have to offer.  Finally, you think, your business will get recognized.

Except it doesn’t work out quite the way you thought it would.  The news person shows up for the interview, and you talk in great detail about your product.  You may even provide a tour of your company headquarters.  In fact, the reporter is there for over an hour, and you can’t wait to see the story.

But when you do, you are disappointed.  The story contains only two quotes from you – comments you don’t even remember saying.  But worse than that, the reporter didn’t seem to understand the importance of your breakthrough product.

Maybe that’s because you never told him.  Sometimes it’s not good to know too much; it can keep you from explaining things clearly and concisely.

Remember:  The reporter is not your audience; the reporter’s audience is your audience. Tell them what your product (or service or invention) could mean to them – either now or in the future – in terms they can understand and relate to.

Do that, and you’ll be happier with the results.

 

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