Avoid Jargon and Clichés in Your PR Writing


typewriter-resizeCommunicators can easily spot clichés in other peoples’ writing, but are you aware when you are doing it yourself? Are you unintentionally clouding your content with technical jargon that   may sound impressive in-house but ultimately turns away journalists and customers?

Fewer things will kill your message quicker than the use of worn-out or obscure language. At PR News’ Writing Boot Camp in San Francisco on Tuesday, Doreen Jarman, PR manager at Tableau Software, and Matt Flegal, senior manager of communications at Trulia, shared some rules for solid writing, as well as some habits to avoid.

  • Keep sentences short. Don’t use 30 words when 10 will do. Be spare with your words and merciless when trimming them.
  • Avoid words with no business value. Delighted, thrilled, pleased¾these are examples of words that explain an emotional state that will more than likely be irrelevant to the message you want to share.
  • Avoid industry jargon, buzzwords or acronyms. If the word or phrase cannot be plainly understood in context without being defined, then it is too complicated. If you have to use acronyms, use them sparingly and always define them at the first mention.
  • Imagine your audience as a regular person. Keep it simple, even when explaining more complex concepts about how things work. How would you explain a new software platform to your mom?
  • Don’t be afraid to push back. Clients, executives and the legal department may want to see the wordy messaging because they think it adds value. Distill their words into simpler text, and then show them the difference between the two.

Follow Doreen Jarman: @tableau

Follow Matt Flegal: @mattf20, @Trulia

Follow Richard Brownell: @RickBrownell




Tags: , , , , , , | Comments Off

avatar

About Richard Brownell

Richard Brownell is Content Manager, PR Events at PR News. He has several years' experience in developing and producing online events. Richard is a published author with several titles for young audiences to his credit. He has also written political commentary for several popular websites and his stage plays have been produced in New York and other major cities.



Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.