All posts tagged doublespeak

  • Public Relations: Unnecessary Distortion

    This Mumbrella article “translates” a ridiculously overwritten Starcom MediaVest Group press release. Excerpt:

    Operating outside of the rush of the day to day, but integrated within SMG, the team focuses on using the human condition as a compass for delivering ‘best-in-class’ communications.  Its key obsession is understanding where brands live, and seek to live, within the web-like relationships that exist with consumers and their environment.

    Fuck off. What’s the point?

    Both the writer – probably an eager-to-please junior or intern – and the wider company knew that they were lying, or at least, stretching words far beyond their practical, meaningful application.

    Already, the press release – which was likely the result of several hours’ work and several minds’ input – is being lampooned within the advertising community for its doublespeak, and for blurring the edges between reality and marketing.

    It happens everywhere. That’s the whole premise behind public relations – a constant, concerted attempt to shape our opinions and perceptions.

    An entire industry founded on unnecessary distortion. Unnecessary to me, because I value honesty more than cleverly-written releases that mean approximately zero in the grand strategy.

    So, what’s the point?

    Who’s impressed by superfluous press releases, anymore?

    I’m all for receiving information from sources I care about – companies, individuals, brands, bands – but if overblown press releases are just a waste of everyone’s time, then why the fuck does the industry survive?