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“If you want to go outside, you’ve got to talk outside.” A Conversation with Tony Proscio
Tony Proscio is a planning, evaluation, and communications consultant to foundations and major nonprofit organizations. A long-time contributor to The Communications Network, he is the main author of the Jargon Finder, a collection of foundation and nonprofit jargon excerpted from his three essays Others Words, Bad Words for Good, and When Words Fail. Tony joined The Communications Network to discuss the dangers of jargon and how to avoid them. A lightly edited transcript follows.
The Communications Network: Let’s talk about jargon and how you define it. What does jargon mean and how does it differ from other words?
Tony Proscio: The technical definition of jargon, the strictest, is language that is so technical that a person outside the field, the layperson so to speak, wouldn’t understand it, but that’s not the way most people that I work with think about jargon and it’s not generally the way I use the word either. For me, the definition of jargon is language that stops the reader instead of encouraging the reader to keep going, reader or listener. It’s language that either is grating or hard to figure out or seemingly wrong in some way that makes the reader or the listener stop and, instead of paying attention to your point, pay attention to your language.
- Don’t shy away from communicating the high stakes of your issue.
- Keep your audiences in suspense to keep them engaged and willing to take action.
- Use graphic and sound design to signal your organization’s “story brand.”
- Relevance is highly personal and determined by the recipient
- Segmenting your audience allows for better, more relevant communications
- Your organization already has the data to segment, even if you don’t know it