The most overused word in media interviews
Does the phrase ‘touch point’ make you scream? Do you wonder if a spokesperson really knows what a ‘paradigm shift’ is?
Do you wonder why everyone has to apparently be ‘excited’ when they talk to a reporter?
Well now you can have your say on the words and phrases you feel are being used in media interviews far too often.
We asked some of the current working journalist tutors who deliver our media training courses to put forward the words and phrases they are tired of hearing in interviews.
And we want you to vote in our poll to determine the most overused word.
Here are the nominees:
Elide – a word that seems to be increasingly creeping into media interviews. It is an example of the pompous vocabulary which alienates audiences and leaves them not knowing what your response means – particularly as this example could mean two different things.
Unique – Apart from the fact that it is highly unlikely what you are talking about is actually ‘unique’, the word is often preceded by ‘fairly’, ‘very’ or ‘quite’ which completely defeats the purpose.
Obviously – Used all too often when the answer is anything but obvious. And if it was that obvious the reporter probably would not have asked the question in the first place.
Paradigm shift - An expression which seems to be in vogue, yet how many spokespeople know what they are saying when they use this expression? ‘Change of approach / direction’ would be better.
Awesome – Sounds absurd when it comes from a 50-year-old in a suit rather than a teenager in a back-to-front baseball cap.
Robust – This was fine until a few years ago (we miss those days), but since then everything seems to have to be ‘robust’. It has now been flogged to death and should be avoided.
Multiple – People appear to have got into the habit of using this instead of ‘various’ or ‘a number of’. Annoying.
Moving forwards – Better than going backwards admittedly, but still completely naff. The winner of our ‘worst jargon’ poll. Sadly politicians and sport stars still seem compelled to utter it at every opportunity.
Absolutely – A reflex start to any answer.
Look – An abrasive prefix to an answer.
Touch point – Every time I hear this expression I want to cry. The Urban Dictionary defines it best as ‘a puke-inducing bit of Orwellian business-speak’ and I couldn’t put it any better. It simply has no place in media interviews.
Excited – It seems to have become mandatory to include this word in all press release quotes recently and from there it invariably finds its way into interviews. All very predictable and it needs to stop.
Delighted – It seems that if someone is not ‘excited’ they have to be ‘delighted’. I would be delighted if the word won this poll. Apart from the lack of imagination on display, do people really need to know you feel ‘excited’ or ‘delighted’
Solutions – Everyone seems to offer solutions now. One of our journalists recently saw the expression ‘coffee solutions’ which surely has to be the limit. Whatever happened to selling ‘products’ or ‘services’?
Delivering services – Should only really be used by Amazon, the Post Office and midwives. Tell us what your organisation actually does.
Now you have seen the runners and riders it is time to cast your vote
Have they missed one out? Click on other in the poll and let us know in the comments section below what words and phrases you think are overused.
Media First are media and communications training specialists with over 30 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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