Your 2011 messaging resolution - cut the jargon
I loved Rob Pegoraro's answer about "the Cloud" in his recent Washington Post column. His response to a jargon weary reader was terrific - "cloud computing is nothing more than a fancy phrase for having an Internet site host your data and the programs you use instead of keeping them on your computer." Later, he said "the Cloud" is often used as just a meaningless buzzword. He's right!
The number one demand from tech executives to their PR team is "get us business press." Unfortunately, business reporters are often reluctant to speak with tech executives because of their tendency to unleash a torrent of geek-speak. In most cases, the reporter, rightfully, has neither the time nor patience to sift through this verbal rubble looking for a story.
I have conducted media coaching sessions with hundreds of executives over the years - and to a person, they recognize that cliches, acronyms and jargon are a turn-off. Nonetheless, the vast majority can't break the addiction to using meaningless buzzwords as soon as the interview begins.
Executives must be able to explain, in easy to understand terms, how others benefit from using their product or service. Verizon's latest campaign is a useful example. While touting their 4G LTE technology they don't waste a second describing what it is (thank goodness). Rather, they explain the benefits - e.g. the ability to download a song in four seconds or watch live TV in mobile HD on a laptop.
If you want great business coverage in 2011, then learn to tell compelling - jargon free - business stories. Sounds simple, I know - but very few executives prepare and practice properly for interviews. Those that do make the effort often get the best results.
Happy New Year!
Tags: media coaching, Rob Pegoraro, Verizon, Washington Post
Posted by John Moran on December 29, 2010 at 3:43 PM
