6 common PR platitudes (and what they really mean)

The problem is, behind the rhetoric, there’s more to the story.

Here are six common platitudes and what people tend not to tell you about them:

1. Platitude: “Spin sucks,” or “Spin is bad and ultimately hurtful.”

What “they” don’t tell you: Spin may suck, but when the truth seems odious, unpalatable or liable to kill the bottom line, spinning can seem pretty appealing. That’s why most companies/politicians/humans do it every damn day (at least a little).

2. Platitude: “Engage,” or “Join the conversation.”

What “they” don’t tell you: Engagement is great. So, too, is talking. But, absent a sound strategy, chatter and interaction never fed anyone or their families.

What “they” also don’t tell you: You have to talk for a long while for “engagement” to pay off. Even then there are plenty of other factors—such as when, where and how you talk—that can screw up your plans.

3. Platitude: “Jargon is bad,” or “Speak in jargon-free language.”