Infernal Comms

Predictors of beaconicity- jargon is more than just a joke

The UK's Local Government Association has today published a list of 200 words and phrases that it wants banned from council communication. Their assertion is that this jargon makes what councils are trying to say difficult to understand. Judging from the list, they have a point.

Predictably there's a lot of coverage of this list: the media love a jargon laugh-in (and I particularly like the phrase that features as the title of this post). What's more interesting is why organisations use this language.

I don't believe councils are trying to confuse people; what would be the point? The following are more likely:

- they believe that it makes them sound sophisticated. Business schools have a lot to answer for here. Trying to impress with language is like using scent without washing. Getting the basics right is much more important.

- to cover up inactivity. This is an old corporate trick: filling up space in a progress report when nothing's actually happened demands real creativity in finding new, involved ways of saying very little.

- because it's what is expected. Well, this is for sheep only. It's very prevalent in big organisations and also in academic circles but that's no excuse. Business writing is for the reader and not the peer group or the ego.

We'll see what effect this jargon banning order has. In truth, only a change in attitude will really make a difference.

Writing with colour - will any hue do?

As Tom pointed out in an earlier comment, it's important to have colour in writing. Dullness just gives your reader another reason to go elsewhere, and few of us have the luxury of a tied reader.

But what is colour, and will any hue do?

The answer is no. Think decor and you will get the general idea of what is good and what isn't:

• colour should highlight and not obscure: the more people notice the colour, the less they notice your theme. Don't overdo it and you will attract the right kind of attention.
• choose well: a little bit of thought can bring out a phrase or description that's a good fit and says something about you. Pick up the obvious roll of woodchip or pot of magnolia and you'll do your writing a disservice.
• try not to mix your decoration too much: a bit of coordination between the images you use or the similes you employ can give nice balance to a piece's readability. Try it and see what happens.

So, no colouring by numbers. Look for opportunities to add something extra to what you write and you will make your writing your own.

Nissan and the languge of job losses

Nissan UK announced today they are freezing applications for voluntary redundancy because thay have been overwhelmed by the volume they have received. That's remarkable in itself (it must be a grest deal or not as enlightened a place to work as we all thought).

Compulsory redundancies have not been ruled out however. Neither has the use of cringe-worthy euphemisms for cutting jobs: "it remains the ... aim to manage the right-sizing activity at Sunderland on a voluntary basis."

Right-sizing? I really thought that this ugliness had passed into the folklore of corporate cowardliness.

If management really believe that right-sizing is about getting the business to the right size then we'd hear the term in times of growth too. I can't say I have.

Shame on you, Nissan. A company's language says a lot about its ethics. Perhaps there's no connection, but why are all these people queuing up to leave?

Presentations: story or plot?

I put together a project presentation for a client last week. There was a lot of information to get across, numbers to absorb and a decision to be made. With one of the options being the death of the project, judging how to get the required outcome was rather important.

Getting the content of a presentation right is like writing fiction or drama - it's not the facts (the story) but the way you choose to tell them (the plot) that will determine whether you get the response you want.

EM Forster's examples of story and plot are often quoted:

the king died and then the queen died - this is story

the king died and then the queen died of grief - this is plot

Plot is what engages the reader and is about linking elements together and providing a path through the story that delivers the desired reaction.

When putting together a presentation, plotting is crucial. Always consider the following when outlining what you are going to say:

• what outcome do you want?
• what information is relevant to that outcome and what is not? (if at all possible, leave the latter out)
• what expectations do your audience have? (thriller fans want different things from chick-lit fans - business people are no different)
• what order will keep the audience with you, without distracting them or boring them?
• how are you going to end?

Get your plotting right and your chances of getting what you want are greatly increased.

Announcing a new appointment

One thing that can be guaranteed about senior appointments in most organisations is that they will come with a "wealth of experience" and a "strong track record" in something pertinent. Why not say something original and informative to announce a new arrival? What was it that made the difference in the selection process? why do they want to work with your company and not somewhere else? what's the wackiest thing they've done this year? Adding some colour to an announcement can get a new arrival off to a memorable start and give people something to talk about.