Buzz words – those annoying words or phrases that seem to catch on quicker than a Katy Perry song. Try as we might to avoid them, seems like we all become copycats and pick up the lingo of our work environment.
I used to think this was only tied to select industries or companies. When I was in marketing at another company, the use of buzz words was so bad that we actually created a corporate Buzz Word Bingo game. Bingo sheets in hand with a buzz word in each square, we would amuse ourselves during meetings by attempting to be the first to bingo. Little did the CEO know that a bingo was guaranteed if he was leading the meeting.
When I moved to a PR agency, I was relieved knowing that over-used buzz words would be a thing of the past. After all, as PR professionals, we are expert wordsmiths who clearly know the best way to communicate. Weighing our words carefully at all times as though we have a microphone in front of us, I was sure we would set the bar for communication and the catchy buzz words would never cross our lips.
LOL! Just saw a video on YouTube and I guess it’s time to break out the PR Buzz Word Bingo sheets. Apparently when we are off-camera or off-the-record we PR professionals succumb to daily use of industry-specific jargon and buzz words just like the common folk. Let’s examine:
• “Just checking to see if you got my email” – Used primarily when following up with reporters to get a story. Unless we’re having a delayed technology reaction to Y2K and all computers have crashed, I’m pretty sure the email was received. And I’ll bet the guy on the other end of the conversation is annoyed.
• “Can you take the lead?” – Why? Are we going on a hike?
• “Here’s a thought”, or variation, “Just a thought” – Seems like the thought should be followed by, “discuss amongst yourselves”. My guess is that if we just said the idea the other person would understand that it had, at one time, been a thought.
• “Can we circle back on that?” – Yes, PR can be a three-ring circus at times. But I’m still not clear on why I need to circle my office to get back to where I started. Must be some sort of PR aerobics that I haven’t mastered.
• “Does it have PR legs?” – Whoa. That’s turned my head inside out. What’s going to sprout legs? I have this weird vision of my clients’ products suddenly coming to life with little scrawny legs , running all over my office. Augh! Get them off of me! Maybe they’re “circling back”.
If we must have PR buzz words, I’d at least like to suggest some new phrases, ones that our clients could use as well.
• “Take as much time as you need on the release. I’m in no hurry.”
• “Could I give you more money for this project?”
• “No need for approvals. We trust your judgment.”
I’m hoping these new phrases catch on quickly. In the meantime, I’m breaking out the Buzz Word Bingo sheets.