THE FOUR LETTER WORD WE ALL NEED TO STOP SAYING

Undertow Media discusses the one innocent word threatening authority and credibility in conversations the world over – PR practitioners, take note…

There is a seemingly innocent word that frequents a lot of our phone calls, emails and conversations that has significant potential to damage our authority and credibility…

Think back to the last email you sent. Chances are, you may have opened with something like “I just wanted to check in …” “Just wondering if…” or “I’m just following up on …”

We don’t even realise we’re doing it. Saying ‘just’ before we ask a question or make a statement is a natural way of trying to minimise the perceived imposition we’re making on someone. What we don’t realise, however, is that this four letter word also has the power to hand over the metaphorical reins to the person we’re speaking to and grant them higher levels of authority and control.

So why do we do it?

 It’s one of those words we all simply use out of habit – a warm-up to a request, an apology for interrupting, a shy knock on a door before asking “can I get something I need from you?”

Unfortunately, it’s also a habit that can be difficult to break. In the same way we immediately say ‘sorry’ when someone bumps into us (despite the fact the other person was in the wrong) we use ‘just’ as a reflex word – and for some reason, it makes us feel better about asking for something that we actually have every right to ask for.

Apologies are inescapably linked with our conception of politeness. While it’s great to be polite, there’s a difference between respectful communication and language that sends a subtle message of subordination – and when this type of apologetic communication starts to affect our relationships and our ability to be taken seriously as a professional, we need to start making some changes.

To ‘just’ or not to ‘just’?

Those in the wonderful world of publicity (especially the team at Undertow Media) know how vital it is that all communication – whether in person, via email or over the phone – is helping to build respectful, mutually-beneficial relationships with clients and media. And when it comes to pitching an idea, developing the right angle and having the confidence to deliver your pitch to the right person, at the right time, through the right channel is tricky enough without the ‘J’ word dulling your shine!

While we are not suggesting everyone should ban the word from their vocabulary, we challenge you to get creative with your language (sans ‘just’) and see whether you notice a boost to your self-confidence, a fresh perspective on your relationships or simply enjoy your voice being heard a little louder.