February 1st, 2016
Dear IABC/SC Members,
For most of us, a majority of our time is spent either reading, editing or writing. With social media occupying so much time these days, I have almost become immune to frustration when I see someone use “there” when meaning “their” or “then” when meaning “than.” Those mistakes can be irksome to professional communicators, but rarely impact the reader’s ability to grasp what is meant.
Unfortunately, not all mistakes are so innocuous. Just the other day I read a headline about woman being “electrocuted.” I clicked to learn that she was recovering at a hospital in Atlanta. All I could think about was The Princess Bride. I wanted to call up the writer to say, “That word, ‘electrocution’…it does not mean what you think it means.” The woman was simply shocked. Electrocuted means shocked to death.
Not long after seeing that erroneous headline, I heard a report on the radio where a group of researchers were advocating that food and beverage producers stop labeling their products as “healthy.” At first, I thought it was some silly ploy. But, after listening and giving it a second thought, I realized those researchers are right.
For decades, our food has been marketed and advertised as “healthy.” But, that really is a misnomer. An apple is nutritious. Not, healthy. People are healthy if they eat nutritious foods and get enough exercise. I have to think that our country would be less overweight if we all had a better understanding of this distinction.
In your industry, what words and phrases do you accept and use simply as a matter of course? Are the rotely repeated ones really the most effective? Could a vocabulary expansion enhance clarity and understanding for your readers?
Words matter. Now, more than ever.
Don’t forget. Our tour of the new journalism school at U. of S.C. on February 9. Register here..
Kevin N. Floyd