Why should you avoid buzzwords in media interviews – or anywhere, please!

Pivot.

Synergise.

Guardrails (personal peeve unless we are talking about a toddler bed).

These are common buzzwords or “industry speak,” peppering the business banter and online conversations of 2024. These terms often have a place – and come and go – and to be clear, they are not bad, but we can all do better.

I always get spokespersons to find other ways to share ideas, especially when we do media training with our clients. Buzzwords are sometimes seen as lazy and too obtuse.

Let me explain my thoughts a bit.

While buzzwords have their place, there are good reasons to avoid them in media interviews, as overuse or reliance on them can harm your credibility or dilute your message. Here’s why steering clear of buzzwords can be beneficial:

1. Avoiding the “Empty Speak” Trap: Overused buzzwords can make your message generic or insincere. Phrases like “headwinds,” game-changer,” or “paradigm shift” may come across as too obvious and even hollow if they’re not backed by specific examples or concrete information that means something to the audience.
2. Improving Clarity and Accessibility: Buzzwords can confuse or alienate audiences who may not be familiar with industry jargon. Clear, straightforward language makes your message more accessible to a broader audience, ensuring they understand your points without deciphering jargon.
3. Building Authenticity and Trust: Authentic language often resonates better than corporate speak. People who feel you’re speaking honestly and directly, without unnecessary buzzwords, are likelier to trust and connect with you.
4. Making Your Message Memorable: Buzzwords are often overused in media and can blend into the background noise. Focusing on clear and specific language makes your message more likely to stand out and leave a lasting impression.
5. Avoiding Skepticism or Pushback: Journalists and other key audiences can be skeptical of buzzwords, especially if they seem to gloss over important details. Using plain language can help you avoid follow-up questions that challenge the substance of your statements, as it shows you’re prepared to be transparent.
6. Demonstrating Expertise through Simplicity: True experts can often explain complex ideas simply. When you avoid buzzwords and use accessible language, you demonstrate a deeper understanding of your field, which enhances your credibility.

Focus on clarity, relevance, and genuine insights to make your primary message impactful.

When you prioritise meaningful content and personal examples even over trendy terms, you build greater credibility, foster audience engagement, and ensure that your message won’t be forgotten once the buzzword loses its currency.

For more details on how we work with leaders to master their media speak, go to our Corporate Media Training page.