When it comes to talking about the coronavirus, the jargon has got to go
Jonathan Heath argues that communicating through this crisis requires dropping the jargon and fluff in favour of clear, direct instructions, drawing on a Big Brother story to explain.
In 2016, a very odd thing happened on the set of the UK edition of Celebrity Big Brother.
Angie Bowie, the ex-wife of David Bowie, was called into the Diary Room to be given the rather distressing news that her ex-husband had passed away.
Unexpectedly, she decides to remain in the house.
Here here! There are two problems I see: speaking in conceptual terms rather than plain language (ala ‘practice social distancing’ above) because those making the announcements seem to think that the importance of the situation requires it; and the use of industry specific jargon that’s not familiar to the public – just this morning I heard a medical industry spokesperson talking about the potential shortage of ‘PPE’ (industry jargon for masks and other protection equipment, I think), and how the latest announcements will be managed through the ‘PHN’ (whatever that is).
Giving the people making these announcements the benefit of the doubt, in both cases, it seems they are communicating the way they normally do, normally get away with, it’s habit. They think they’re being clear because it’s clear to them. I suppose it’s up to the comms experts they hire to help them change that…
Hit the mark with this opinion piece
Every industry has their own words,they need to establish the market they are trying to reach.
By the way what is reductive thinking–another buzz word?
This is some of the best reality TV I’ve ever witnessed.
“What she does next may go down as one of the greatest moments in television history.”
But THAT is a long bow to draw, jeez… JFK, Moon Landing, 9/11 … yup right up there with those. Along with, oh I dunno, perhaps MAFS?
Not.