Effective Communication, Part 1: Jargon and Marketing and Public Relations

It is not uncommon for companies to hire marketing and public relations experts or to outsource their public relations to other companies. Here are some tips for ensuring the effective use of simple language for marketing and public relations communications.

Warren Buffett’s example

Warren Buffett wrote an annual letter to Berkshire Hathaway’s shareholders reporting on the state of the shares. He always used simple language and avoided the use of jargon. In spite of this, his report is widely discussed by a range of professionals in the financial industry. His way of writing is a genius marketing and public relations tactic.

Using simple or plain language does not imply that you are do not have a grasp of marketing and public relations. It is more often seen as a sign of trustworthiness. You don’t need to hide behind flowery language and complex jargon.

It boils down to the following points:

1)Plain language tends to instil trust

It has been found that the use of complex language can lead to misunderstandings. In addition, for example, investors are not impressed by jargon. They just want to know how their investments are doing without needing to learn an entire new vocabulary. The company which provides easy to understand reports will find that their investors are happier and more accepting of what they are told. The same can be said for potential clients.

2)Directness saves readers time

Giving a basic overview of for example, financial statistics instead of a long explanation involving graphs that only a securities analyst would be interested in, is more than enough for the average investor. Presenting the information in this manner will save them the time of trying to extract the relevant data from the document.

3)It can be entertaining

There is no need to be staid and solemn in your marketing and public relations material. The more human and approachable you appear, the better for your relationship with your clients.