One of the biggest mistakes online marketers make is the overuse of jargon, or phrases that don’t mean anything to journalists. This is actually more prevalent than you may think, and it is avoidable.
Jargon can be anything from industry speak to catch phrases like “touch base.” Do you include these types of phrases in your press releases and other public relations documents, either online or off line? If so, then I’d encourage you to rewrite those releases and documents.
Jargon has a tendency to put you on the inside while your audience is stuck on the outside. Why alienate the very people you are trying to reach?
And I’m not necessarily talking about journalists. Though, to be honest, journalists should be considered when crafting your public relations pieces. Any journalist that reads your press release full of jargon will have to decide whether or not to use it and foist it upon their audience. Chances are, if it is off-putting to the journalist, then the journalist isn’t going to use it, thinking it will be off-putting to his audience. So it’s important to cut out the jargon and make your public relations efforts appeal to as broad an audience as possible.