It isn’t often I hear a new perspective on PR these days. But that happened on New Year’s day while listening to a Radio 4 programme with Melvyn Bragg. Among his rather academic discussions on language analysis was an idea that could change our approach to communication with mass audiences.
Like most experienced PRs, I’ve always relied on my judgement in choosing the right words to get clients’ messages across. What came out of the programme was that the language used to reach professional audiences is far from the best for communication with a wider public.
The programme talks about new research into the English used everyday by people throughout the UK. Using the data collected as a benchmark, it’s now possible for PR companies to speak to people in the language they use themselves. It seemed logical to me, but there’s more to PR than pure logic. What do you think?
The programme is at:http://www.bbc.co.uk/radio4/history/routes_doyouknowwhat.shtml – don’t give up when Melvyn goes on about Anglo-Saxon, it gets better after that. The company that does the language analysis is at www.optimum-uk.com
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