Language. We use it every day and for most of us it’s something we just take for granted. We speak and the words come out or we write a short text to a friend but without giving it a second thought. When it comes to PR though, it’s something we take a more considered approach to as effectively it’s the tool with which we ply our trade.
For me personally, I find language really interesting, particularly idioms, of which there are apparently 25,000 in the English language! This has been the topic of a few conversations in the office recently, prompted by someone saying ‘fly by the seat of your pants’ which resulted in a lot of quizzical looks from colleagues. Now I have to say these came from the under 30 contingent (sadly I don’t fall into this age category), but after using a well known search engine, we established it derives from the aviation industry in the 1930s.
Our chief executive also circulated an email she received recently from a translation company which included some amusing examples of how different cultures use idioms. For example, in English we would say to ‘rekindle an old flame’ but in Italian the literal translation is ‘to reheat cabbage’ and while we’d say ‘to be poor or broke,’ in Spanish the translation of the same is ‘cleaner than a frog’s armpit.’
On a daily basis at Target we are writing features, news releases, newsletter or web copy for clients. From topics as diverse as using specs as a fashion accessory to the use of aluminium fenestration systems to create energy efficient buildings, we have to be able to tell the ‘story’ in the most interesting and appealing way possible. This rule also applies to the spoken as well as written word, as being able to sell-in an idea to a journalist in what is often a short space of time requires a succinct and measured approach.
It’s clear that language is at the heart of our industry, so I think it’s important we maintain an interest in its origins and treat it with the respect it deserves. While we might never reach the heady heights of Shakespeare or Stoppard, we should still be able to use its intricacies to craft informative and engaging copy that people want to read. After all, that’s why we get out of bed in the morning!
Bethan Simkins
Account Manager
