A Resolution for Crisis Communicators: Banish Clichés
By Chris Gidez for PRNews
Imagine a Jeopardy category titled, “Tired Corporate PR Phrases.”
For example, “delivering solid results,” “leverage our strong position,” “people are our greatest asset,” and—perhaps the most infamous corporate cliché of all—”Safety is our top priority.” These phrases have become so over-used as to be worthless. But we continue to see them in the response to crises.
The corporate cliché du jour is related to the incident involving an Alaska Airlines Boeing 737 Max 9 jet that suffered a panel blowout while in flight. The investigation continues, but indications suggest this was a Boeing problem more than an Alaska Airlines problem.
In response, in a January 6 posting to its website, Boeing declared, “Safety is our top priority.” Unfortunately, these words ring hollow, and they won’t win any points with customers, regulators, investors or juries. Frankly, if safety is a “top priority,” then Boeing essentially failed at its top priority. Making such a statement simply reminds people of this.
(An aside: In all honesty, safety is not a top priority for companies. Being profitable is. That’s not a criticism, though. Safety is just one of the necessary means to ensure profitability.)
To be sure, Boeing is by no means the sole abuser of the phrase. And, to the company’s credit, back in 2019 at the height of the scrutiny over the deadly crashes of two 737 Max airliners, the company came across as much more earnest and sincere in its statements.
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