fraser seitelIn the words of the immortal rap artist, Twitter poet and 21st century cultural icon, Kanye West, “All we have are our dreams and you can step on our dreams all you want, but we won’t stop fighting.”

To which adoring masses can only reply, “Whaaaaaa?”

One need not be as old or bitter as I am to agree that the state of language in our society has hit rock bottom. Newscasters and print journalists mangle grammar. Novelists and screen writers and comedians college professors mistake profanity for sagacity. Politicians try to out-coarse one another. And social media-fueled celebrities can’t even speak English.

And with each new assault, the language standards of society diminish.

But we in the PR profession shouldn’t succumb to the continued dumbing down of language – at least not without a fight.

The fact is that just as “clothes make the man” – or woman! – so, too, are PR professionals still largely judged by the words they use and the word choices they make. The words we choose to express our attitudes and opinions say a lot about the intelligence of our arguments and the persuasiveness of our writing. Stated another way, words are the currency of skillful public relations professionals.

PR professionals should select their words carefully, knowing which ones to use to communicate desired meanings. This is no easy matter, since many words carry with them, intrinsic meanings – or “baggage” – that may mean different things to different audiences. For example, some words are particularly politically sensitive. Words like “capital punishment” or “right winger” or “liberal” or “entitlement” – not to mention “Mexican rapist” -- are especially charged, depending on the audience. So knowing the words that can persuade a particular audience is critical.

But how does a writer assess his or her audience, in terms of word choice?

One simple exercise that works for a writer is the “Grandma Test.” This is based on the hypothetical exercise of allowing your grandmother – or grandfather or mom or dad – to read your writing to see if she understands what you’re getting at. If grandma can’t figure out the point after reading your copy or what your organization does after reading the words on your website, then you’ve got a problem.

Too often, PR people write for their own executives, using words that may be understood internally but not by either customers or the public. In such cases, jargon --- the buzzwords and expressions used by a company or group that others don’t necessarily understand – is the enemy.

To combat using jargon or political correctness or writing with internal political blinders, the Grandma Test encourages you to assess your copy objectively and from a common sense perspective. To be truly persuasive, a writer must think about his readers, imagining a “typical” recipient who needs to be persuaded and keeping the following principles in mind:

· Use words the audience would use in discussing this subject.

For example, if you work for an insurance company that sells policies to protect doctors from professional liability, such insurance may be referred to as “medical professional liability insurance” within the organization. But for public consumption, most readers understand this type of coverage as “malpractice insurance;” which is how it should be described for a typical audience.

· Treat your audience like people.

Too often, writers resort to formal language when simple human terms will do. For example, referring to your audience as “unemployed” or “insured’s” or “mortgagees” or “staffers” is less complimentary or advisable than referring to them in more human terms, as “young workers” or “physicians” or “home owners” or “colleagues.”

· Treat your audience as friends.

Write like you know them, well. Use informal words, rather than stilted or formal terms. Communicating clearly means writing something that is understood immediately, with little need for clarification. That requires writing with a vocabulary that is clear and comfortable to the reader.

· Don’t talk down to the audience.

On the other hand, an audience resents writing that is condescending. If your audience is highly educated in a particular field – nuclear physicists, for example – then it is perfectly acceptable to use terms – even jargon – that they will clearly understand and even expect.

The point is that the words you choose should be appropriate to the audience you are trying to persuade. That’s what will distinguish you as a gifted writer among a pack of pedestrian talents.

Or as the literary sage Kanye West once tweeted. “You can’t ever tell me what dream to have & what not to have, or the level of importance.”

Amen brother.

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Fraser P. Seitel has been a communications consultant, author and teacher for 40 years. He may be reached directly at [email protected].