Apr 05 2012
There are many things about press releases that are bound to irritate. But being the patient kind, I have learnt that to survive, one must endure.
However, there are a couple of words found in press releases that are now beyond irritability. Look, perhaps I have used them in the past myself. But to my fellow PR practitioners, I would like to suggest the eradication of a couple of words.
The first one is Γò¼├┤Γö£├ºΓö¼├║delightedΓò¼├┤Γö£├ºΓö¼├æ. Scarcely a press release goes by about some winery winning a Silver Medal at the Vladivostok Carignan Challenge without the accolade-garnering wine-maker or winery owner expressing how bloody Γò¼├┤Γö£├ºΓö¼├║delightedΓò¼├┤Γö£├ºΓö¼├æ he or she is upon hearing the news.
A nun is Γò¼├┤Γö£├ºΓö¼├║delightedΓò¼├┤Γö£├ºΓö¼├æ to have received a new habit from the Sister Superior. A member of the British Royal Family utters Γò¼├┤Γö£├ºΓö¼├║delighted to meet youΓò¼├┤Γö£├ºΓö¼├æ behind clenched teeth when introduced to the manager of a charity organisation that produces prosthetics for gay war orphans.
But otherwise, who uses this word in natural, free-flowing conversation? Certainly not a wine-maker. The last time I heard a wine-maker use a similar sounding word was when one said: Γò¼├┤Γö£├ºΓö¼├║I have de-lighted de braai, so bring yours glasses outside.Γò¼├┤Γö£├ºΓö¼├æ
When a press release goes into real gushing mode, we see the use of the word Γò¼├┤Γö£├ºΓö¼├║thrilledΓò¼├┤Γö£├ºΓö¼├æ. Such as: Γò¼├┤Γö£├ºΓö¼├║I am thrilled that we managed to win the Tasmanian Zinfandel Competition, especially as we were up against some real tough competition from Moldovia.Γò¼├┤Γö£├ºΓö¼├æ
Thrilled. Unless you are a real nerd, when would you use the word Γò¼├┤Γö£├ºΓö¼├║thrilledΓò¼├┤Γö£├ºΓö¼├æ. Imagine two wine people discussing the week-endΓò¼├┤Γö£├ºΓö£├╗s rugby: Γò¼├┤Γö£├ºΓö¼├║I say, Basjan. How do you feel about the Stormers assertively imaginative forward play during the second half of SaturdayΓò¼├┤Γö£├ºΓö£├╗s match against the Chiefs?Γò¼├┤Γö£├ºΓö¼├æ
Γò¼├┤Γö£├ºΓö¼├║Oh, I am really thrilled, Koos. It was frightfully effective, especially during the heaving close contact regions. Pass me another Organic Merlot, would you?Γò¼├┤Γö£├ºΓö¼├æ
Basis communication is about transporting the ideas and thoughts into clear, lucid and Γò¼├┤Γö£├ºΓö£Γöñ most of all Γò¼├┤Γö£├ºΓö£Γöñ credible words.
Another one excessively cropping up in wine missives is Γò¼├┤Γö£├ºΓö¼├║smartΓò¼├┤Γö£├ºΓö¼├æ. This is a real poncy way of describing a wine without taking the effort to dissect the sum of its parts.
Γò¼├┤Γö£├ºΓö¼├║So how is that botrytis-injected Chenin?Γò¼├┤Γö£├ºΓö¼├æ
Γò¼├┤Γö£├ºΓö¼├║Oh, pretty smart, I think.Γò¼├┤Γö£├ºΓö¼├æ
As the guy from Windhoek says: Γò¼├┤Γö£├ºΓö¼├║Keep it real.Γò¼├┤Γö£├ºΓö¼├æ Especially if you really want me to believe what is being written.