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In their popular seminar on corporate writing, Mark Ragan and Jim Ylisela encourage attendees to read The Wall Street Journal. The language and structure of its stories are among the finest in journalism.
No arguments here, although I was surprised to see “synergy” in a news article today about cost-cutting at Anheuser-Busch InBev. There was that nasty bit of jargon in the ninth paragraph:
“The company said it expected to save $2.25 billion annually due to synergies from the Anheuser deal—up from its previous estimate of $1.5 billion—with $1 billion of those cost savings coming in 2009,” reporters John W. Miller and Matthew Dalton wrote.
Sure this word turns up in certain Journal columns and articles on management, but in a news article? And not as part of a quote?
Jargon scored a victory today in the war on common sense language.
Well played, jargon.
UPDATE: Jargon scored a second victory. Shortly after posting this item, I checked my PR Week daily e-mail and saw this headline and caption:
Leveraging internal comms, online newsrooms, and more
How do I leverage internal communications to maximize my external PR efforts?
Ouch. "Leverage" and "maximize" in one caption.
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Good list, tho a bit US-centric. The world is full of unmitigated PR gaffes; Renault's F1 race fixing; UK PM Gordon Brow...
Comments (6)
Excellent, practical posts. I’ve already “Twittered” it and forwarded your link to my clients to spread through their offices. I always gain from such posts. Thanks for sharing
Posted by Investor | May 21, 2009 11:21 PM
Posted on May 21, 2009 23:21
In response to Dan, Synergies used this way is horrible, but is there a really good alternative?
Economies of scale goes partway but does not capture other savings, such as duplication of roles and overlap of products. I still cant thinkof a good option. Where is my Thesuarus?
Posted by Tony J | March 5, 2009 3:29 PM
Posted on March 5, 2009 15:29
Synergies used this way is horrible, but is there a really good alternative?
Tony J
Posted by Anonymous | March 5, 2009 3:25 PM
Posted on March 5, 2009 15:25
Michael,
I have some synergies I'd like socialize with you and the staff during our next visioning meeting, but I'm afraid people will simply grab all the low-hanging fruit and leverage the donuts I'm bringing.
So, after we build an idea tree, I'd like to circle back and do a 360-degree Six Sigma exercise before we run any of this stuff up the flagpole to see if it floats.
Ping me with your feedback.
Mark
Posted by mark ragan | March 5, 2009 1:01 PM
Posted on March 5, 2009 13:01
I'm bothered by most uses of jargon, certainly. But, I wonder if this is an actual case where usage is appropriate. To me, the alternative would be, "economies of scale," about which some would also cry foul. I think I'm inclided to be okay with this usage. "Synergies" succinctly expresses the concept the author was trying to communicate.
Posted by Dan Grubbs | March 5, 2009 10:58 AM
Posted on March 5, 2009 10:58
Pfui. "Synergy" is a perfectly valid word when used correctly. It seems quite appropriate here.
Posted by Tim H | March 5, 2009 10:46 AM
Posted on March 5, 2009 10:46