I’m no stranger to corÂporÂate cringe.
Have you ever been in a situÂation where you take a step back and look at your company’s comÂmuÂnicÂaÂtion efforts — and someÂhow feel that it’s just not very good?
In many cases, it’s not a lack of effort.
Not a lack of strategy.
Not a lack of resources.
No, it’s the lack of someÂthing else.
It’s the lack of good taste.
I. Communication = The Language of Emotions
In PR, metÂrics and best pracÂtices are essenÂtial. Instincts are not to be trusÂted, we think. But comÂmuÂnicÂaÂtion is highly situÂationÂal. Communication is conÂtext. While feelÂings might hinder rationÂal anaÂlysÂis, comÂmuÂnicÂaÂtion stems from our emotions.
Without that emoÂtionÂal layÂer, we know something’s off.
It’s human instinct.
Many have spoken to Alexa or Siri. I don’t know about you, but speakÂing with them … makes me want to stop talkÂing to them. Alexa and Siri have some emoÂtionÂal maturÂity to do before they pass the Turing test. 1For more on the inventÂor Alan Turing, I recomÂmend the film The Imitation Game starÂring Benedict Cumberbatch.
As proÂfesÂsionÂal comÂmuÂnicÂatÂors, we can conÂvey our corÂporÂate mesÂsages by the book (as in no-one-will-get-fired-over-this) and still miss the mark by a mile. The PR industry must be cauÂtious in relyÂing upon temÂplates, scripts, clichĂ©s, autoÂmated mesÂsages, jarÂgon, platÂitÂudes, hyperÂboles etc. No amount of data can supÂport a “textÂbook approach” in corÂporÂate communication.
Emotions will always be our botÂtom line regardÂing PR and estabÂlishÂing human connections.
II. Organisations Must Learn To Speak Human
We’re all hardÂwired to comÂmuÂnicÂate emoÂtionÂally. You and I would have no trouble passing the Turing test. And this is why we all cringe when organÂisaÂtions speak to us in their corÂporÂate voice.
Naturally, we feel uneasy when someÂthing is tryÂing to comÂmuÂnicÂate with us non-humanly.
A few reasÂons come to mind:
There’s the falÂlacy of traÂdiÂtion; if an organÂisaÂtion has been doing someÂthing in a cerÂtain way for ages, then we conÂvince ourselves that it must work well.
Read also: 58 Logical Fallacies and Cognitive Biases
Also, corÂporÂate tonÂalÂity is a form of art and, thereÂfore, difÂfiÂcult to quantify.
How do we get it right?
III. An Industry-Wide Shortage of Good Taste
Having worked as a corÂporÂate comÂmuÂnicÂaÂtions adviser since 2005, I’ve told CEOs that their strategies are plain wrong. I’ve told marÂketers that they’re hurtÂing their brand from short-sightedÂness. I’ve told comÂmuÂnicÂatÂors that they’ve spent huge budgets on unneÂcesÂsary activities.
After all, my cliÂents pay me to tell them the truth and nothÂing but.
If you drench corÂporÂate comÂmuÂnicÂaÂtion with platÂitÂudes and uninÂspired, stale, and corny hyperÂboles — why shouldn’t that matter?
Read also: The Platitude Sickness: The Trash of Corporate Speak
We might adequately plan, execute, and measÂure our activÂitÂies, but that won’t matÂter if our comÂmuÂnicÂaÂtion activÂitÂies sound corny.
However, tell a comÂmuÂnicÂaÂtions departÂment that they have poor taste in comÂmuÂnicÂaÂtion, and you’re out faster than they can slam the door behind you.
Perhaps we’re drownÂing ourselves in corÂporÂate cringe since we’ve nevÂer had this conversation.
Read also: Corporational Determinism: Grandiose Product Launches
IV. Examples of Corporate Cringe
Examples of Corporate Cringe
Many corÂporÂate texts are writÂten in bad taste. Unlike many othÂer creÂatÂive proÂfesÂsions, corÂporÂate comÂmuÂnicÂaÂtions have someÂhow forÂgotÂten that havÂing great taste is an actuÂal skill.
Here are some typÂicÂal examples of corÂporÂate cringe:
By being cogÂnizÂant of these potenÂtial pitÂfalls, organÂizÂaÂtions can refine comÂmuÂnicÂaÂtion strategies to ensure more authenÂtÂic and effectÂive engageÂment with their stakeÂholdÂers, influÂenÂcers, and pubÂlics.
More examples: https://www.reddit.com/r/corporatecringe/
Learn more: Corporate Cringe
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V. Great Taste is a Basic PR Skill
Unlike many othÂer creÂatÂive proÂfesÂsions, corÂporÂate comÂmuÂnicÂaÂtions often seem obliÂviÂous to the importÂance of being … tasteÂful. Our industry’s ignorÂance of what conÂstiÂtutes good taste is pecuÂliÂar because we ought to know betÂter. 2This is anaÂlogÂous to corÂporÂate storytelling: while we might be aware of the storytelling eleÂments in theÂory, there’s still the chalÂlenge of telling a great story in pracÂtice.
We are comÂmuÂnicÂaÂtion proÂfesÂsionÂals, after all.
Read also: Top 5 Communication Skills Everyone Should Know
Tonality isn’t just for copyÂwriters. Look and feel isn’t just art dirÂectÂors.
Great taste is a PR skill, too.
But there’s a way out of this poorly lit tunÂnel of mediocrity. We’re in a posÂiÂtion to mitÂigÂate cringe-worthy corÂporÂate messaging:
Join the fight. Never settle for uninÂspired PR messages.
Please supÂport my blog by sharÂing it with othÂer PR- and comÂmuÂnicÂaÂtion proÂfesÂsionÂals. For quesÂtions or PR supÂport, conÂtact me via jerry@​spinfactory.​com.
PR Resource: Symptoms of Platitude Sickness
Symptoms of Platitude Sickness
Getting rid of corÂporÂate platÂitÂudes is an uphill battle. They are such a waste of editÂorÂiÂal space and only lead straight to mediocrity.
Here’s my “trigÂger list” of platÂitÂudes to watch out for:
I swear, a kitÂten dies every time. Join the resistance.
Learn more: The Platitude Sickness: The Trash of Corporate Writing
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PR Resource: Checklist for Leadership Clarity
Checklist for Communicative Leadership
Always make sure that everyÂone in an organÂisaÂtion is 100% clear about the following:
Read more: How To Recognise Poor Communicative Leadership in Organisations
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ANNOTATIONS
1 | For more on the inventÂor Alan Turing, I recomÂmend the film The Imitation Game starÂring Benedict Cumberbatch. |
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2 | This is anaÂlogÂous to corÂporÂate storytelling: while we might be aware of the storytelling eleÂments in theÂory, there’s still the chalÂlenge of telling a great story in practice. |