Consider these alternatives to common communications platitudes and jargon

Jargon has long been the enemy of authenticity, to use an increasingly overused term. Communicators who take the time to seek originality and approach business relationships seriously will have an easier time making connections, earning respect and attention, and winning the approval of journalists and editors (including those at Ragan and PR Daily!).

But some jargon and empty platitudes are so deeply ingrained in our way of speaking that it takes a conscious effort to get rid of them. Whenever you notice these terms cropping up in your emails, pitches, and presentations, take a moment to reflect on your intent and refocus your phrasing on these more serious approaches.

And if any of the following words or phrases surprise you, don’t worry, but think about ways to infuse your communications with more originality, specificity and creativity.

1. Backtracking

Commonly used in emails as a euphemism for following up with someone, “reply back” is an example of indirect jargon that can have the opposite effect of what was intended. You know who replies back? Predators, fascinated by their prey.

Furthermore, the idea of revisiting a conversation that didn’t happen in the first place is presumptuous and blatantly manipulative. Communicators hoping to engage a new contact through their skills and prowess can, and should, do better than backtrack.

2. Tell stories

Don’t panic, there is no need to remove this option. Specify it instead.

All communicators should be storytellers, but when the word is overused, it can quickly lose its meaning. Instead of touting storytelling as a tactic, start by addressing the “how”: storytelling with sentiment analysis, storytelling through Audience segmentation and omnichannel touchpoints, and storytelling through key milestones or calendar dates that matter to your stakeholders.

Storytelling is a powerful tool when backed by tactics and strategy. By doing this from the beginning, you’ll not only avoid prying eyes, but you’ll also have metrics and insights you can use to iterate and refine the stories you tell.

3. Pivot

There’s a reason this term is regularly mocked using the couch scene from “Friends”Communications professionals know that the best-laid plans often go awry (another cliché) and that change is the only constant (another platitude).

When explaining a rapid recalibration, be sure to describe your change as a “pivot” sparingly. While the term has a specific meaning, it’s overused in thought leadership and presentations by communicators who rarely share exactly what they pivoted to. has.

If you tell an audience that you’ve made a change without explaining what the change is, the recipient of your message will be confused and disappointed. Whenever you describe a change, be sure to also explain what comes next.

And while you’re at it, apply the same reasoning to the adjective “pivotal,” which generative AI tends to overuse. Ask yourself: Is a strategy really pivot What if this didn’t allow anyone to change course?

4. Leverage

Ragan has had a reputation for being anti-jargon for decades, and “leverage” is one of the words our editors have struggled with from the beginning. As a verb in particular, it strays into cliché territory when overused as a euphemism for concepts like reapplying a solution to solve a different problem or repurposing an asset for a new project. It’s used in the same way that “utilize” is used when people are looking for a more sophisticated word than “use.”

In the world of finance, the term also refers to the use of borrowed investment capital in the hope of a return on investment. Perhaps that’s why it’s used so often: it connotes a business acumen that makes the messenger seem smart. Unfortunately, it also means you risk confusing its meaning if you use it with the wrong audience.

This is a case where synonyms can be helpful: think “reuse,” “reapply,” or even “use.” And if you can be more specific, be more specific about saying exactly what you’re doing. Are you “exploiting” a tool, or are you using it to write a video script or design a graphic? Accuracy and directness are always best, but sometimes that means not doing it. using the fanciest word in your lexicon. See what we mean?

5. “I hope you are well”

You might not expect to see this term in a list of overused communication terms. After all, you probably want the best for the person you’re talking to. But be honest with yourself and be sincere in your intentions. Inserting this term into an email to soften its tone or make it more personal can simply come across as a disingenuous platitude. Starting a message with “I hope you’re doing well” can come across as a hollow, half-hearted attempt to create an emotional connection. Therefore, it’s best not to write or say it.

A better approach: Show them, don’t tell them you hope they’re doing well. Show curiosity about what they’re working on, attention to when and how your message is sent, and a general consideration or curiosity about how your request or correspondence fits into their work.

6. “Meet people where they are”

Another overused phrase, “meeting people where they are,” often rings hollow and, like the other words on this list, can be improved by showing rather than telling. While it often refers to a real solution, often used by communications professionals to mean a customized content strategy aimed at reaching workforces or customers across diverse demographics and cultures, thought leadership that stops at “meeting people where they are” without concrete examples or targeted tactics reduces what can be a real strategy to vague jargon.

7. A place at the table

So here we are, accusing ourselves of self-abuse over a phrase Ragan is guilty of. As communicators compete for more influence within their organizations, becoming a strategic business partner and engaging in dialogue with senior management is often considered “getting a seat at the table.”

But to understand this, the audience also needs to know what seat you’re referring to – it could be a high chair at the kids’ table, for all they know.

The vagueness of the term has also, in many cases, been used as a powerful argument for DE&I efforts in large organizations. Many attempts to improve representation at boardroom tables and in senior leadership have simply resulted in the token elevation of people from underrepresented communities who still lack the power to effect change, even if they are present and seated.

Rather than aiming for a figurative “seat,” explain what exactly you want to achieve: leadership on a project, strategic control over a policy, time and respect from the management team.

This underscores the larger point made above: many of these words and phrases have become jargon platitudes due to a lack of specificity and context, additional detail and “how to” guidance.

Making this extra tweak to your communications to ensure you don’t assume meaning is clear or get hung up on superficial definitions will ultimately position you and your leaders as more original thinkers and creative communicators.

Justin Joffe is the Editorial Director and Editor-in-Chief of Ragan Communications. Follow him on LinkedIn.

Jess Zafarris is the Director of Content at Ragan Communications and a writer, editor, creator and game designer.

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