This is a tutorial on Dropbox, that I made for my workshop with my NPO client SHOREUP! The workshop is teaching them how to use the proposed social mediums that my group and myself selected for them.
Jargon: special words or expressions that are used by a particular profession or group and are difficult for others to understand.
That is the definition of Jargon. It is literally stating that “jargon” means using words that’s others find difficult to understand. Why would you want to use them when speaking to the public; especially in American, where we are a melting pot of cultures, ethnicities, groups, religions and subcultures. But, as a PR professional, or crisis manager, many are guilty of this little sin from time to time.
Jargon doesn’t only confuse the uneducated, or even the average Joe. It can confuse anyone. I am an educated young woman with a college education. But if I was listening to a PR practitioner, or reading a press release from a local hospital on malpractice case findings, I probably would not understand what they were talking about if they used medical jargon. Words like: Tachycardia, Bradicardic, or Encephalitis. I’m an educated woman, I’ll be receiving my BA in Communications and Marketing in a few weeks, but still I don’t know what these words mean.
The point here is that:
- Jargon is annoying – it makes listeners tune out.
- It could possibly make one feel offended – when your public and stakeholders are being delivered a message, and they know, that you know, that they are the key public reviving this message, and you use jargon – they may assume that you are expecting them to know these things,and if they don’t they are incompetent.
- It is important to use language people understand – Use common language, explain, and do all you can to get your public to understand what you are saying. You are announcing the information for a reason, make sure your recipients understand, or all the effort was for nothing.
In a PR crisis, holding statements are very important. You insert holding statements, when you are in the midst of crisis, and preparing to fix, or fixing the crisis at hand. They give the public and your stake holders something to hold on to. It shows them that you are working hard to fix the issue. It also shows them you have acknowledged the issue and are working to your best ability to resolve it. It shows them you care, and that their (pubic and stakeholders) concern is important.
Holding statements can be created ahead of time. They are apart of your preparation plan when dealing with a potential crisis. You need to match your holding statements to your business, and issues that could possibly effect it. However you can make generic statements, and have something on paper to revise quickly to help fit your personal crisis.
* The holding statements come before the “big speech.”
If I am a Crisis Manager for a hospital, I may foresee some type of malpractice to take place at any given time, when I am employed by said hospital. Malpractice claims can be very damaging to a hospitals image, along with being damaging to employees and stakeholders. These are some possible holding statements I have developed if I was a Crisis Manager at a hospital
- We are deeply sorry for the loss of John Doe, and offer our sincerest condolences to his family.
- One of our doctors is currently undergoing an investigation for malpractice from a ______ surgery he/she preformed on ______. We are trying our best to support our employee along with the patient and family who was effected.
- We would like to assure everyone that we are doing everything possible to get to the bottom of the malpractice suit that we are now investigating. The health and treatment of every patient who walks through our doors is the most important thing to us.
- We take malpractice very seriously at our hospital. We promise to figure out what went wrong and how to assure it will not happen again.
Yesterday, my brother-in-law, to be, was rushed, (by my boyfriend and I), to the hospital for abdominal pain. We took him to Peninsula Regional Medical Center in Salisbury. We brought him in and he was taken back to register right away. He then was admitted to the ER promptly after that. We had a few nurses come in to check his symptoms. They then quickly ordered blood work to be done, and decided he needed a CAT SCAN because his white blood count was higher. After the CAT SCAN, they saw his appendix was inflamed and decided he needed surgery. Every person in the hospital was so nice to us. Service was prompt and they really took into consideration how the family (myself, Jesse, and his mother) were feeling. His surgery went well, and his nurses to very good care of him over night. I think this is a perfect opportunity for the PR practitioner, to take advantage of. By asking the patients AND family to do a quick 5 question survey on the service, the practitioner will be able to gauge how effective the staff is and use those stats to their advantage. You are able to use these questionnaires to showcase the positive, and hopefully persuade prospective patients to choose their hospital over competitors. I know if they had implemented that policy, myself, Jesse, his Mom, and Ethan(the patient) would have scored them very high. I think using patient experiences as a tool to help better the business, and to advertise for it, would be a great option for any hospital.
This is a presentation I made on the program drobox, to show my NPO SHORE UP! Inc how to use it
Resume Site http://ka65205.wix.com/kayleighadkins
2. “Some are born great, some achieve greatness, and some hire public relations officers.”
– Daniel J. Boorstin
3. “There is no such thing as bad publicity except your own obituary.”
– Brendan Behan
4. “Do not look where you fell, but where you slipped.”
– African proverb
5. “The caterpillar does all the work but the butterfly gets all the publicity.”
– George Carlin
6. “Actually, this seems to be the basic need of the human heart in nearly every great crisis – a goof hot cup of coffee” –Alexander King
7. “Very simply, your organization’s crisis plan is incomplete without a comprehensive digital strategy.” – Jane Jordan-Meier
8. “You need to be prepared for today’s media culture, in which a tweet can become newsworthy and a news interview can become tweet-worthy.” – Brad Phillips of Phillips Media Relations
9. “In the 21st century, a social media savant can do more harm than a trial attorney.” – Jonathan Bernstein of Bernstein Crisis Management Inc.
10. “The secret of crisis management is not good vs. bad, it’s preventing the bad from getting worse.” – Andy Gilman of Comm. Core Consulting Group