I’m no stranger to corporate cringe.
Have you ever been in a situation where you take a step back and look at your company’s communication efforts and you feel that it’s just … not very good?
Maybe even without being able to put your finger on exactly why?
In many cases, it’s not for lack of effort.
Not for lack of strategy.
Not for lack of resources.
No, it’s the lack of something else.
It’s the lack of good taste.
The Hazards of a “Textbook Approach” to PR
In situations when the corporate communication doesn’t sit right, most of us remain quiet. And it’s not difficult to guess why.
Firstly, we have the fallacy of tradition; if your company’s been doing something for ages, then it must be working well.
Secondly, we should all be careful of bringing up criticism when we can’t put our finger on exactly what’s wrong.
Thirdly, and let’s face it, as communication professional ourselves, we might have contributed substantially to whatever it is that’s now rubbing us the wrong way.
In this digital era of ours, it’s easy to get carried away by wanting everything to quantified. Instincts are not to be trusted, the paradigm suggests. Now, while I agree with this approach in general, there are more to qualitative approaches than just “gut feelings”.
In corporate communication, there’s such a thing as a ‘textbook approach’. You can do everything by the book (as in no-one-will-get-fired-over-this), but still miss the mark.
No amounts of delicate font-pairings or glossy tones, however, can save messaging that is cringe-worthy.
What’s wrong here? Or… are we just not seeing the emperor’s clothes?
Why is having great taste an underestimated PR skill?
Unlike many other creative professions, corporate communications have somehow phased out the importance of having great taste as an actual skill.
The ignorance of what constitutes great taste in our industry is peculiar, because it’s not at odds with the textbook approach, not in principle.
We all have our tastes in everything from movies, music, and books to interior decorating, car design, and vacation spots. Still, there will always be professionals that separates themselves from the amateurs on a daily basis.
But in corporate communications, unfortunately, we seem to have misplaced the idea of great taste in communication completely.
Also, if you’re anything like me, you might find it fascinating that so many talented (and well-paid) people have amounted to something that is so bland.
Having worked as a consultant with corporate communication, I’ve told CEOs that their strategies are plain wrong, I’ve told marketers that they’re hurting their brand from shortsightedness, I’ve told communicators that they’ve spent huge budgets on unnecessary activities.
All of this has been quite okay — after all, my clients pay me to tell them the truth.
However, tell a communications department that they have a poor taste in communication … and you’re out faster than anyone can slam the door on your behind.
Why is corporate cringe so widespread?
In optimistic moments, I think that the enormous amounts of corporate cringe that surrounds us is because we’ve never really had this conversation. On darker days, I wonder about whether or not this could be the result of a industry-wide shortage of good taste.
From a personal perspective, I feel strongly about this. If your corporate communication is brimmed with platitudes and uninspired, stale, and corny phrasing — why shouldn’t that matter?
Every activity might be properly planned, executed, and measured, but that doesn’t really mean much if our communication activities are … well, corny.
You say that it works fine and that it moves your business forward, fine, but the way you speak to the world makes people cringe. Wouldn’t you want to know?
What are some examples of corporate cringe?
This is where I turn into a coward, I admit.
To make my message on corporate cringe clearer, I should include a number real-life examples to illustrate my point.
But I won’t.
Being a PR blogger, I can criticize everything from failed marketing campaigns to mistakes in crisis communications. I just can’t compile a list of companies putting out corporate communication that is bland and cringe-worthy; it would likely make me an outcast.
Plus, the list would be too long.
However, I can offer seven general types of corporate cringe:
1. Corporate communication that is exaggerated to the point of tone-deafness. “No, people aren’t really that happy on account of your existence. And they aren’t really that devastated on account of the type of problems you solve.”
2. Corporate communication that makes ridiculous claims that no-one believes in anyway. “No, you’re not a leading-, revolutionary-, innovative-, or game-changing company. At best, you’re only diluting our language.”
3. Corporate communication that is unintentionally dorky. “No, it’s not cool — and it never will be — cool to say that you’re cool. That’s just not the way that works.”
4. Corporate communication that is using a sleazy marketing voice. “No, you didn’t just save the planet, so please stop patting yourself on the back so furiously.”
5. Corporate communication that is telling people what they think. “No, I’m not really loving your new products — and I think you should settle for ‘moderate enjoyment’ if truth is of any importance.”
6. Corporate communication that is simply trying way too hard. “No, screaming louder and making stronger and stronger claims won’t make me care more about what you’re saying. If you’re that great, why do you have to try so hard?”
7. Corporate communication with a bland tonality. “No, that doesn’t really reads the way you think it does; it reads as if it was written by uninspired middle-managers who somewhere along the way lost touch with reality.”
The way out of this dark tunnel of mediocrity and corporate cringe is straightforward:
Speak up. Or, if you have a colleague who happens to be blessed with great taste, let him or her have their say.