“Know your subject, people! Failure to do so may result in the loss of a golden opportunity.”

– Ms Elizabeth Sloane

It’s another great opportunity to share my thoughts with you today. Today’s discussion sounds simple but is not simplistic—we are talking about Subject.

Before proceeding, I want to share someone’s experience with you. A confident PR Consultant excitedly took over an oil and gas account. However, his joy was short-lived when the client gave feedback that his writing style was inappropriate for the brand and the industry.

As consultants, we need to know, understand and apply the technical language, also known as jargon or industry-specific terminology, related to our clients and the sector in which they operate. Every profession uses specialized terms within specific fields or industries. This language simplifies complex concepts and processes, making them understandable for experts in that domain while providing accuracy and precision in communication.

The advantages of technical language are manifold. It enhances precision by using specific terminology, reducing the chances of misunderstandings. In the aviation industry, for instance, using “pitch” to refer to the tilt of an aircraft’s nose is more precise than general language. In public Relations, a pitch is a succinct proposal for a story or news angle sent to journalists and media outlets and in music, it is the degree of highness or lowness of a sound.

The primary purpose of technical language is to promote precision, accuracy, and clarity. Every PR Consultant must speak the language of the industry to build trust with clients, colleagues, and employers. This can also lead to more opportunities for advancement.

Having said this, there are other sides to this, in standard English terms can take on specialized meanings. For example, the term “resolution” may refer to screen clarity in information technology and image quality in photography. The potential for misunderstanding arises when individuals from different fields interpret the same term differently.

Also, technical language often employs complex sentence structures and extensive passive voice, making sentences appear convoluted and hard to decipher. Engineers, for example, may write technical reports with sentences like, “The experiment was conducted, and data were collected, analyzed, and presented.” Technical language can be a significant barrier to understanding for those unfamiliar with the industry.

For every client-facing consultant, it is crucial to immerse ourselves in the technical languages of the industry. This way, we can develop compelling narratives, craft persuasive messages, and converse intelligibly with clients. A solid understanding of the subject enables us to provide strategic counsel, identify opportunities, and mitigate risks.

By mastering the language of our clients, we can unlock countless opportunities and achieve remarkable results.

Watch out for the part Two

Olutayo IRANTIOLA writes #PRQuotes weekly