{"id":18131,"date":"2023-10-20T03:01:03","date_gmt":"2023-10-20T03:01:03","guid":{"rendered":"https:\/\/mysourcefunding.com\/leadership\/19-comms-pros-share-industry-buzzwords-that-need-to-be-retired\/"},"modified":"2023-10-20T03:01:05","modified_gmt":"2023-10-20T03:01:05","slug":"19-comms-pros-share-industry-buzzwords-that-need-to-be-retired","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=18131","title":{"rendered":"19 Comms Pros Share Industry Buzzwords That Need To Be Retired"},"content":{"rendered":"
\n

Industry buzzwords reflect the shifting business landscapes in which they evolve, but sometimes these terms overstay their welcome. Phrases that at first seem like exciting and fresh ways to convey certain ideas and information can start to sound impersonal and outdated once they go viral and are overused within the industry that spawned them.<\/p>\n

While using buzzwords can help establish credibility when pitching to prospects in certain spaces, communications that rely on buzzwords can also make audiences feel disconnected and less likely to engage with a brand or its content. Here, Forbes Communications Council members share buzzwords from their respective industries that they feel have gone stale and should be retired.<\/p>\n

1. \u2018Outsourced Service Provider\u2019<\/h2>\n

\u201cOutsourced service provider\u201d is a buzzword in the janitorial and facility maintenance industry that should be replaced. The term \u201cfacilities partner\u201d better reflects the evolving nature of outsourced relationships as a collaborative approach where both parties work together to achieve common goals, rather than a one-sided transactional relationship. – Maheen Zaidi, Diversified Maintenance<\/p>\n

2. \u2018PR Spin\u2019<\/h2>\n

\u201cPR spin\u201d is widely considered to have a negative connotation, but I find that it is often misunderstood and overused. It needs to be redefined, if not discarded altogether. Proactive communication fosters connection and accurate information sharing; it is not a way for companies to message their way out of problems or into aspirations. \u201cSpin\u201d is not about sleight of hand to alter reality; it\u2019s about relevance and resonance. – Rachel Kule, Pursuit PR<\/p>\n

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3. \u2018Disruption\u2019<\/h2>\n

While it once symbolized innovative change, \u201cdisruption\u201d is now constantly overused. It suggests radical shake-ups, sometimes overshadowing the slow and steady improvements that really matter. This can make it tougher to tell genuine innovation from simple iteration. – Alison Bring\u00e9, Launchmetrics<\/p>\n

4. \u2018Utilize\u2019<\/h2>\n

It\u2019s an overused, expanded form of the word \u201cuse.\u201d Effective communication should be straightforward. For clearer, concise and more authentic messaging, stick to \u201cuse\u201d over \u201cutilize.\u201d Simple language often equals better language. – Jennifer Gaier, Elwyn<\/p>\n

5. \u2018Storytelling\u2019<\/h2>\n

I\u2019m all for telling a story, but the term \u201cstorytelling\u201d is so overused. A story has an arc\u2014a beginning, a challenge or hurdle, and a resolution. A lot of what passes for storytelling in communications is just a list of information. – Elizabeth Baskin, Tribe, Inc.<\/p>\n

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?<\/em><\/p>\n

6. \u2018Oh, Hi\u2019<\/h2>\n

This is a pop-culture phrase for a warm greeting that has been overwhelmingly used in marketing and content copy recently. Because it has been used so much, it is starting to dilute the authentic voice of the person utilizing it. It also seems to speak to one demographic, instead of presenting the genuine voice of the speaker and connecting with the reader, visitor or potential client. – Ashleigh Chevalier, Level Up Collaborative<\/p>\n

7. \u2018ROAS\u2019<\/h2>\n

ROAS, or return on ad spend, is commonly referred to as one of the most important measures of a campaign\u2019s success. However, today\u2019s multichannel marketing requires a broader term to reflect the efficiency of a marketing campaign. I suggest looking at the overall ROI (return on investment) for a campaign, which could include costs such as labor and production in addition to monetary expenses. – Roshni Wijayasinha, Prosh Marketing<\/p>\n

8. \u2018Copywriting\u2019<\/h2>\n

Let\u2019s replace the word \u201ccopywriting\u201d with \u201cwriting.\u201d The former carries a connotation of being a different kind of writing\u2014that it is somehow more strategic or completed for a business purpose only. In actuality, what we consider \u201ccopywriting\u201d should be filled with just as much story, plot, description and intrigue as any kind of writing, so why distinguish between the two? – Melissa Kandel, little word studio<\/p>\n

9. \u2018Growth Hacking\u2019<\/h2>\n

It\u2019s time to replace \u201cgrowth hacking\u201d in B2B marketing. The term started in the B2C tech startup world, where quick, viral growth is often the goal. In B2B marketing, the focus is typically on building long-term relationships and trust, which may not align with the idea of \u201chacking\u201d for quick growth\u2014and it sounds shady! Growth is key, but time and resources are better spent on \u201csustainable growth.\u201d – Dee Blohm, Anteriad<\/p>\n

10. \u2018Influencer\u2019<\/h2>\n

Numbers on social media accounts shouldn\u2019t measure someone\u2019s actual influence, especially when, in many cases, the image portrayed is very questionable. I would call them \u201csocial media creators\u201d instead, because that\u2019s precisely what these people do\u2014create. Let\u2019s reserve the marketing noun \u201cinfluencer\u201d for those who actually have the power to make a real impact on the world and society. – Dora Hrkac, Esyasoft Technologies<\/p>\n

11. \u2018The Leader\u2019<\/h2>\n

When most companies in a category say that they are \u201cthe leader,\u201d it lacks all meaning. If you\u2019re going to say it, be specific about why you are making that claim. Say, \u201cWe are the leader in X analyst report,\u201d or, \u201cAccording to customer reviews on Y review site, we are the leader.\u201d If you\u2019re saying it just because your competitors are, don\u2019t bother. – Rekha Thomas, Path Forward Marketing LLC<\/p>\n

12. \u2018Circle Back\u2019<\/h2>\n

A buzzword that is overused in most industries is \u201ccircle back.\u201d Why? Because it leaves the person saying it with an option to do nothing. I mean, shouldn\u2019t we all be able to commit to exactly what we are going to do, knowing exactly who is going to do it, and when? It seems like that small change could help us reduce additional emails and a bunch of follow-ups. – Jeanniey Walden, Liftoff Enterprises<\/p>\n

13. \u2018Market Leader\u2019<\/h2>\n

The term \u201cmarket leader\u201d is ready for replacement, as it is an often overused claim made without any proof of how to verify. Unless you are talking about recognition from a leading industry analyst firm, such as Gartner or Forrester, stay away from it. – Scott Kolman, Cresta<\/p>\n

14. \u2018Unbiased AI\u2019<\/h2>\n

In reality, no AI is truly unbiased, as it\u2019s shaped by data, which often reflects human biases. Instead of calling it \u201cunbiased AI,\u201d it\u2019s more accurate to say \u201cAI with reduced bias\u201d or \u201cbias-mitigated AI.\u201d This acknowledges ongoing efforts while recognizing the inherent challenges. – Jonathan Shroyer, Arise Gaming<\/p>\n

15. \u2018First To Market\u2019<\/h2>\n

In advertising, particularly in the media industry, there often seems to be a heavy emphasis on brands being \u201cfirst to market,\u201d whether with a new ad product or a unique capability. The focus shouldn\u2019t be on being the \u201cfirst\u201d when it comes to your brand. The focus should be on being the \u201cbest\u201d and executing in the most effective way to create buzz and connect with your audience in an authentic way. – Esther Raphael, Intersection Co.<\/p>\n

16. \u2018Boss\u2019<\/h2>\n

Too many people call their higher-ups their \u201cbosses.\u201d Don\u2019t call them that. \u201cBoss\u201d is not a title. Titles are specific and tell you what the person does, their experience level and their capabilities. \u201cBoss\u201d\u2014beyond having a negative connotation\u2014just says they are \u201cin charge\u201d of you. You are your own boss. You have the option to own your career, and it starts with reframing your perceived hierarchy. – Matt Bergmann, Republix<\/p>\n

17. \u2018Synergy\u2019<\/h2>\n

This term has driven me nuts since it started popping up in every partnership and business presentation over the last 20 years or so. It\u2019s so overused that it lacks any real meaning. Do our companies have obvious synergies? Or, are you just saying that because it sounds good? It made an appearance this morning in a LinkedIn sales pitch I received, and I knew I had to make it my buzzword to retire. – Tom Wozniak, OPTIZMO Technologies, LLC<\/p>\n

18. \u2018Game Changer\u2019<\/h2>\n

Misinterpreting iteration as a paradigm shift just to get views is borderline clickbait. The reality of marketing, particularly digital marketing, is that the availability of data and insights enables rapid iteration and scaling, leading to healthy growth and evolution. The industry moving away from third-party cookies is game-changing. Your agency\u2019s SEO strategy is not. – Chris Haller, RealCount<\/p>\n

19. \u2018Engagement\u2019<\/h2>\n

\u201cEngagement\u201d can mean so many different things that without some additional qualifier, it becomes a buzzword. Not all engagement actions should be measured equally. Instead of saying that a campaign had engagement, say the specific actions that took place so that the level of interest from the prospect is more accurately valued. – Jennifer Best, AAE Speakers Bureau<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Industry buzzwords reflect the shifting business landscapes in which they evolve, but sometimes these terms overstay their welcome. Phrases that at first seem like exciting and fresh ways to convey certain ideas and information can start to sound impersonal and outdated once they go viral and are overused within the industry that spawned them. While […]<\/p>\n","protected":false},"author":1,"featured_media":18132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[76],"tags":[],"class_list":{"0":"post-18131","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-leadership"},"yoast_head":"\n19 Comms Pros Share Industry Buzzwords That Need To Be Retired | Brandiary<\/title>\n<meta name=\"description\" content=\"Industry buzzwords reflect the shifting business landscapes in which they evolve, but sometimes these terms overstay their welcome. 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