Politis PR Tip #42: Eschew Obfuscation
Eschew obfuscation? Absolutely!
In case you’re a bit murky on the term, Dictionary.comdefines these words thusly:
- es-chew: to abstain or keep away from; shun; avoid
- ob-fus-ca-tion: to confuse, bewilder or stupefy; to make obscure or unclear
In other words, avoid making things confusing, bewildering or unclear.
Or said in Plain English, K-I-S-S: Keep It Simple, Stupid.
This is what we try to do at Politis Communications when we talk about the concept of The Betty Factor.
Everything you write, speak, show or communicate through any media or in any venue should be clear enough that your 80-something-year-old mother-in-law can understand it. For me, that’s Betty.
If Betty doesn’t understand what you’re trying to communicate, then you’ve failed. Go back to the drawing board and try again. And keep trying until Betty gets it.
Once she does, BINGO, you can move forward.
In the meantime, Avoid Obfuscation!
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