Communicators come out in force for language debate

By Kelly Dyer, Editor of Strategic Communication Management, Melcrum

Every now and then a topic pops up on Melcrum’s Comms Network email listserv that captures everyone’s imagination and prompts hefty debate.

And few topics are more likely to do that among a group of communicators than that of language.

The conversation started after a member posted a question asking what phrases or words are used in certain parts of the world that lead to confusion or misunderstanding among colleagues in other areas, specifically between Europe and the US.

Almost immediately, the moderators’ inboxes here at Melcrum were heaving with phrases, terms, anecdotes and words of wisdom all relating to language and its correct usage. But it didn’t stop there. According to many members, it’s not just geography that can cause confusion in the workplace. There were strong views on the need to stamp out business jargon and speak in basic terms to avoid unnecessary ambiguity.

It’s hard to sum up everything that was said but in no particular order here are some pointers to bear in mind when writing for or speaking to colleagues or customers from countries and cultures different from your own.

• If you’re communicating with someone who you know doesn’t have your own language as their mother tongue, keep what you’re saying basic and avoid all idioms and jargon.

• For important messages, consider sending out a written communication and then asking managers to translate to ensure it’s understood.

• Clarity is equally important when you’re speaking to people in your own country – cut the jargon.

• One communicator tests to see if her messages are too incomprehensible by giving her writing to a tradesman – if he has no idea what she’s talking about, she starts again.

• Retrain yourself to favor simple words and phrases over complex structures that only have meaning to others with a similar background as you. It takes time to learn what works in which environments but it’s an interesting process.

• Be aware that some terms you use only make sense in the group or team in which they were created. Keep your audience in mind at all times. What will make sense to them?

• Multiculturalism can be a joy – there’s no need to conform to one uniform approach.

• One company has set up an internal campaign called “junk the jargon” where colleagues are actively encouraged to challenge anyone using terminology that requires heavy explanation. Terms to avoid include “going forward”, “quick and dirty” and “vanilla solutions”.

• Don’t use big words and phrases to try and impress people.

• Be aware of words having different meanings in different countries. For example, "scheme" and "turnover" have different meanings depending on whether you’re speaking to a US or British person. (Turnover in the US means churn rather than sales, and scheme has negative connotations whereas in Britain it can be another word for program or initiative.)

Comments

[John Clifford]

I can't resist having another go on this. Somebody tell me to shut up.

One thing that trips up UK people is the US date format, where the month is stated before the day, and then followed by the year, as in July 16th 2009, which becomes 07/16/09. In the UK, we might well use that format in speech, but never in writing, as it feels illogical. We prefer to work up in order of magnitude - day-month-year, or DD/MM/YY. After all, when describing a duration of time, you wouldn't say 10 hours, 15 seconds and 3 minutes. It dismays us that US organisations 'hard code' their date format into their systems.

Also, I was talking to a French colleague this week, who said that, whereas the Americans like to express themselves with feelings, the French consider feelings to be private and not professional. On this point, the British and French would be in rare agreement! It's no wonder that cultures can clash.

Also, I was talking to a supplier in India today, who has picked up a US accent from when he worked for a global US IT company. His experience of British people is that they are very straightforward, speak articulately and will do what they say - not too much, not too little.

I wondered what he meant by "articulately". I think the answer is that Americans like to use endless strings of metaphors. It's more active, more expressive, more colourful, even more fun. So it's not just about an enthusiastic tone of voice or sound volume.

But it does seem that this non-literal way of speaking is in great danger of causing confusion outside the US. And with global media, this is the style of language being adopted by many younger people in the UK, because its more 'cool'.

It also explains why the more professional an American is perceived to be, the less colourful language they use, and they get on with British people much better. I work with many Americans, and I wonder if this explains my reactions to them.

I'm very interested to know from our articulate Americans what their observations are. And do those of you from other countries perceive the Americans in the same way? Are there countries where the American style is a perfect match?

John Clifford
Communication Manager, International
Pitney Bowes
Harlow UK

[Victoria Mellor]

A very good read on this subject is "Divided by a Common Language": A Guide to British and American English, by Christopher Davies. I still have my well-thumbed copy from my time working as a British editor in the US.

Victoria

[Andrew Batty]

On the topic of universality of language I have a conspiracy theory that Microsoft is actually planning to convert the world to US spellings!

[Philippe Borremans]

It is not just language as in UK versus US English...

Most of the time it is the use of corporate speak, the multitude of "global" "innovations", 'solutions"...

I also dislike the "war terms" which are used (mostly with US companies) like "the war on talent", the "war-room", the "battle" etc...

Let's try to "get normal" and start talking like human beings again. Simple, straightforward and yes, cut the acronyms and company specific words and concepts.

A nice (and funny & free) little "editing" tool has existed for some years now and it is worth trying it on some of your own press releases or internal memos...

It is called "Bullfighter" and you can download it here: http://www.fightthebull.com/bullfighter.asp

Have fun but do take on the recommendations it delivers...

[Ana Wolfe]

If you think that Americans speak with a lot of feelings, try getting to know the Latin culture and you will find that Americans are not that expressive - I don't find them so but rather direct.

I agree with the date situation as I grew up with a British education and now live in the US and I work with the Latin America region.