Kohnstamm Communications Blog Don't 'Flee on Foot' and Miss This Post!

A colleague recently passed along a post from Bad Pitch Blog (which is a great site, by the way) that talks about soft language, and how PR pros need to be careful about using it in pitches and releases.The article points to George Carlin's example of how the term "shell shock" has changed from generation to generation. In World War II it was called "battle fatigue," and now it's called PTSD.The post made me chuckle, only because I've seen soft language turn into "way too official-sounding words that no one understands" phrases and clichés. This happens in PR and in journalism. And I admit, I've used a few in my day.I reached out to a few of my former journalism colleagues for some great examples, and they didn't disappoint."The man fled on foot." No, he ran away. Period."She sustained fatal injuries." She died. Period."Press release" - In this digital day and age, newspapers don't use a whole lot of presses anymore. And "press" is more than that these days. Call it a media release."The barn was partially destroyed by the storm." It was damaged. It's either destroyed, or it's not."The driver failed to negotiate the curve." He went off the road."Floats are gathering for the first annual parade." There's no such thing as a first annual anything. However, an inaugural parade exists."Preparations are underway for the storm." People prepare. It's more active to say it like this anyway!"It's the show everyone is talking about." Really? Everyone in the world?"According to Smith, the deal is final." Smith says the deal is final."The team is looking a for a white-colored vehicle." The team is looking for a white car.Lesson learned here? Be simple. Be straightforward. Tell it like it is. Wishy-washy language only dilutes the message. In our business, we're sometimes tasked with making things sound a lot more important than they are. But as George Carlin said, "it takes the life out of life." Well said.