The concept of communicating through the written word is a remarkable thing – we have the ability to educate, engage and persuade through a well-written, thoroughly thought-out piece of work. And then, there’s the other end of the spectrum, when buzzwords and phrases are used without reason and with little understanding of their meaning in the context in which they’re used.
I came across one such example this week. A press release was sent out for a shopping promotion in Dubai. I’m going to post a screenshot below but you can also see the original article here.
I’m going to let you draw your own conclusions but let’s call a spade a spade and realize the power of words when properly used, in a setting that underlines their real meaning. Innovation is such a powerful term, as is social responsibility. But where’s the connection with this activity?
Anyone who works in public relations and communications will have been guilty of throwing in the odd ‘leading’, ‘global’ or award-winning every now and then. I’ve done it. However, is this habit becoming more commonplace within the Middle East’s communications sector.? When I have time, I’m going to do a keyword search to identify the worst offenders, the most overused phrases and buzzwords in regional press releases.
For the meantime, I’d like to ask you this. Which words are most overused and which turn your toes and make you cringe when you read them?
Hi Alex, a great and very authentic (or is that also a buzzword) blog. Have a look at my blog for some more buzzwords. The one commonly used in the Western coprporate world -and the one I hate most- is ‘paradigm shift’.
Another habbit – more a buzzphrase- is that these days all emails seem to start with ‘Hi Alex, I hope you are doing well’; while most of your message senders are not genuinely interested in how you are doing.
For the rest you have many others you probably already encountered: thinking outside of the box, phablets, aggregate growth, braindump, pipeline, employee engagement, multi-tasking, virtual teams, and so many more.
I have a special chapter dedicated in my book ‘ratrace to the boardroom’ on the pathetic use of buzzwords.
If you want to make it a big project on your search for buzzwords just let me know and I’ll be happy to help as I am so ‘passionate’ -yet another buzzword- about it.. Good luck.
Word that is cringng me is prizes worth AED 2 million! can it be just true? This is all content marketing, rather i would say poor content marketing. Before this i was reading a blog where writer was telling how they were fooled in an Brand Activation event in a mall.