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Most journalists hate buzzwords, and you should therefore avoid them, just as you should try not to complete the previous thought in this sentence with 'like the plague.' If you think my made-up headline makes perfect sense, then please take my word for it that the number of people who truly understand such messages is extremely small. Usually when you attempt to translate buzzwords, all that comes from the effort is mush. Acronyms such as 'CRM,' 'CSS,' 'CSP' and 'CTR' are a bit trickier to provide advice about, because they are much likelier than buzzwords to become elements in searches of the Internet at large or press release databases. Article: When I reviewed intercourse Web sites for the Webby Awards earlier this year, one of the most many and exasperating obstacles I ran crosswise was jargon - insider language that got in the way of understanding what the business behind the site of a truth did for its clients. The same dam detracts from the effectiveness of many press releases. Troublesome jargon comes in at least three varieties: buzzwords, or trendy phrases used by people who consider themselves on the cutting edge of their field; acronyms, the dizzying portrayal soup of obscure abbreviations; and technical or specialized phraseology that just isn't much known outside of a particular niche. 'GCKL's Enterprise-level Viral Marketing Solutions Offer Leading Value-Add for the P2P Revolution': that's a fictional headline containing no less than seven buzzwords. Most journalists hate buzzwords, and you should therefore turn away from them, just as you should try not to complete the previous thought in this sentence with 'like the plague.' If you think my made-up headline makes perfect sense, then please take my word for it that the number of people who truly understand such messages is extremely small. Usually when you program to translate buzzwords, all that comes from the effort is mush. Acronyms such as 'CRM,' 'CSS,' 'CSP' and 'CTR' are a bit trickier to provide communique about, they are much likelier than buzzwords to become elements in searches of the Internet at large or press release databases. In other words, potential clients and media people might actually search for 'CRM for small business' or 'CSS tutorials,' so that you want those phrases to come into existence in your release if that's what you do. Even so, you need to remember that many media people and potential clients may not have a mental definition for such acronyms. For instance, publishing insiders can email each other far and wide 'POD initiatives,' but in a press release 'POD' should not only be obviously explained as 'publishing on demand' but that term given a compendious gloss as well. By using both the acronym and the written-out words that the letters stand for, as well as further definitions when a phrase is relatively new or specialized, you communicate observably and set the stage for your news to be found through search engines. Now what within call specialized vocabulary - 'hematoma,' 'habeas corpus,' 'chakra' and 'candlestick charts'? Such phrases have precise and established meanings in factual fields, but people who don't use the terms every day may have a hazy comprehension of them. Thus, you should handle them as I recommended for acronyms. Provide a brief, unobtrusive definition in compacted proximity to their first use in a release. When you do this subtly, tucking an explanation into your release, neither the in-group nor the outsiders take offense. For instance, within Eastern medicine 'qi' is a standard term. You could define it discreetly as in this sentence: 'Acupuncture restores shading and regulates the flow of qi, the uniform life force.' The last four words prevent both confusion and insult.
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