Conjuring new and interesting ways of relaying information without
resorting to the same old clichéd expressions is a key part of the
journalist’s skill set. It’s surprising, therefore, to see that at
times like this, we can become rather bad at it.
So
obsessed are we with getting a splash of color here or a buzzword there
that we get a bit carried away. It’s not enough to just relay facts; we
have to make things sound engaging. We coin catchy phrases like ‘credit
crunch’ or ‘credit squeeze’, feel mightily pleased with ourselves and
then go for overkill, peppering our copy with superfluous crunches and
squeezes, and anything else we can chuck in for good measure.
Our
attachments to these ubiquitous terms are comparable to childhood
infatuation with a new toy. Once we have a new term, we just can’t put
it down. Google finds no fewer than 59,681 mentions of credit crunch
out there; I know I’m not alone when I say I wish I had been
responsible for that wonderful and prolific piece of neologism.
The
problem with the ubiquity of these terms is that after using them to
death, we start to get a bit self-conscious about our laziness: I have
found myself spending an inordinate amount of time trying to come up
with synonyms for ‘the current unprecedented economic turmoil’.
The
recent economic turmoil – there we go again – has spurned several
euphemisms: I’ve heard mentions of the undulating and even gyrating
financial markets, which when combined sound more like some kind of
quasi-acrobatic dance routine than the state of the Fortune 500.
IROs of the world: please don’t make the same mistake, or next year’s annual reports could make for very bizarre reading.
Clare Harrison
Deputy international editor
IR magazine