Often, I think in public relations, we feel as though we have to make our words fancy and our statements complicated. But I am reminded of Rule 17 of Strunk and White: a statement all public relations majors at Auburn were required to memorize. Make things simple. There is no need for needless words. We need not to just memorize it, but apply it to all aspects of our public relations techniques.

Things get really hairy when people like my dad, an architecture graduate (who at the time of this anecdote worked for an environmental design firm) are forced to translate the org-speak for the general public.

Dad’s firm had a contract in Niceville, FL a few years back doing environmental impact statements and environmental assesments, which is org-speak (ha.) for checking to make sure that land (that in this case was wanted for missile testing) was not inhabited by some random endangered species of sea turtle or other such creature that could be lost forever with the testing of missiles in a certain spot.

My dad had to translate some very technical jargon involving what effect testing missiles in Niceville would have on water quality, pollution, and several species of local sea turtle to the somewhat concerned, confused and often angry locals.

What a task for someone who’s not even a trained professional: pitch the testing of MISSILES in the backyard of someone’s family home. Poor Dad… but I think he at least would be more understanding of the pains I might face in my future career.

Dad’s job was to translate the technical results of the firm’s testing to the somewhat angry, concerned and confused publics. He was not a scientist, but he did know what these impact statments meant thanks in part to long explanations from the real scientists. Basically, he was the liaison between the technical freaks with their “org speak” and the general public. Poor guy, the architecture and design major ended up performing a community relations role for a solid year there, but I think it would help him understand what I will be attempting in my future career.

I think it’s important that we communicate not simply, but accurately, which is one of those skills we develop through lots of practice. I know I try to practice communicating my ideas accurately. Now, I’m no professional communicator, but there’s nothing more frustrating than, for instance, watching the Bachelor, and seeing bachelorette Susan try to express her feelings for bachelor Travis, and she says “I’ve never felt like this before.” She’s also said, “This is the best birthday ever.” I just want to put words in her mouth! I’m sitting there thinking, “Really?!?!…best birthday ever? What about that carnival birthday you probably had when you were eight? And, really?! You’ve NEVER felt this way before about anyone? You just broke off an engagement before you came on the show. You’ve obviously felt like this before. It was just with a different person.” I realize Susan is working under a deadline, since Travis only has one date to get to know her, so she has to cut to the chase. Her message is too general though, and does not convey her true feelings.

If we always spoke of ideas and concepts efficiently, we would go around speaking only in maxims, proverbs and clichés. I think the real challenge is being able to communicate efficiently, but with accuracy. That’s quite a task, but it’s good the English language has so many words that allow us to accurately describe feelings, thoughts and concepts. We have to expand our vocabulary to where we can deliver a message and our audience will nod and say “uh huh, I understand,” and not “I’m sorry, I’m not quite sure what you’re saying.”

With an organization, many times I feel that it sometimes slips their mind that they are speaking to someone on the outside when communicating. “Org speak” can be detrimental to an organization because it can confuse the organization’s publics. I agree with Josh when he states that “this is not about dumbing down…..just making them more efficient.” Eliminating “org speak” and speaking to customers, potential clients, and any external public for that matter makes a concept easier to understand. It shows that the organization is trying to speak TO their external publics not AT them. Speaking “at” them and not trying to make the concepts understandable from an outsider’s perspective seems almost careless.

At work, we talk about things in column inches (one column inch equals 1.883 regular inches). When we sell to our clients and customers, saying such things as column inch completely throws the conversation off. I forget this sometimes when I am speaking with a new client. I have people call and ask me to tell them some general info about advertising. This is next to impossible.

The general info includes our org-speak, so I have to stop, think and re-word my pitch of “general info.” But it is always important to think about who you are speaking to. It is not that you are speaking down to these people, but if they have no idea what you are talking about then it doesn’t really help either of you.

In one of my reading assignments I am learning about the importance of annual reports. These are necessary not only to comply with the SEC (Securities and Exchange Commission), but also to communicate to key publics like stockholders, customers and the media. These people can usually get the jist of the company’s purpose. Bogging them down with jargon and super detailed information will serve only to confuse and annoy. Obviously that is not the message that the company wants to send out in their annual report.

That is why PR people have to be grounded in the company environment and in the outside world. They are the message shapers for those of us who don’t know or care about the jargon. An efficient message should be simple, straightfoward and targeted. Thank God for PR practitioners and their commitment to the plain folks.

This instance is one in which focus groups and surveys on a test audience would be beneficial. Getting information straight from the potential audience has no substitute when running a campaign. People will automatically reject a message that is over their heads or irrelevant. Knowing this beforehand has the potential to save a campaign. It’s all about the audience.