At the end of the day it's a win-win situation for sports agencies to avoid jargon in all their marketing strategies. Thinking outside the box is now a no brainer for sport PR pros looking to produce engaging and informative content. Going forward, being able to flag up dull waffle on your radar is crucial in ensuring stories hit the right notes. Below is a list of jargon to avoid at all costs, both in the office and in press releases. Give 110% in studying this list and you'll be jargon free by close of play.
In the office:
1. Best Practice - Professional procedures that are recommended as correct or effective. Practice not using it though.
2. Drill down - Access information at a lower level. Keep drilling because there will never be a suitable situation for the expression.
3. Empower - Give someone authority. When they have it they can choose never to say this.
4. Pushing the envelope - To push the limits of boundaries. Keep this sealed however.
5. Reach out - To show interested in speaking to or helping someone. The king of office jargon; pull back from using it.
6. Take it to the next level - Further improve or develop something. Ironically using the phrase will improve nothing.
7. Window of opportunity - A favourable chance for doing something. Put the shutters down on this.
In press releases:
1. Coming out fighting - To go on the offensive or defend your beliefs. You should strongly fight the urge to use it.
2. Down to the wire - To the last minute. Time has run out on people's patience with the saying.
3. Getting the ball rolling - To start something. Never start writing this though.
4. Gloves are off - To attack earnestly. Any message will be KO'd if it is written.
5. No holds barred - With all restrictions removed. Limits should be placed on the use of the phrase however.
6. On the ropes - On the verge of defeat. The sooner the expression is overthrown the better.
7. Pull one's punches - To use less force than one is capable of. All force should be used in ignoring this saying.
8. Square off - To assume a fighting attitude. Contest writing this idiom at all costs.
Whether in a sports agency or active within sports PR, jargon is becoming increasingly frowned upon. In offices, the trait is widely disliked, making the offender seem ill-informed. When used in content, it takes up valuable words in an industry where there is often little time and space to effectively convey key messages. Words are gold dust in marking so don't waste them.