Words Can Break or Seal the Deal
"We know words make or break the deal," says Judy Jernudd, CEO of Startegic
Communication. Don Imus said some damaging words. In the aftermath of destruction
MSNBC broke his cable TV show deal. CBS suspended him without pay for two weeks,
money isn't the real issue here. "We know words make or break the deal," says Judy Jernudd, CEO of Startegic Communication. Don Imus said some damaging words.
"Yes, what Imus said was demeaning, but it raises awareness again to the
erosion of acceptable language. Words are the victim of abuse in our music, on the
airways, in our schools and socially," says Jernudd. "There are presentation coaches
teaching the cliché, it isn't what you say, but how you say it. the . Tonality or demeanor is effective in helping messages come together for credibility, but how Mel Gibson, Michael Richards or Imus expressed themselves would not have softened their
message. What you say is the heart of it. Word choices are the real issue."
What to do?
• Keep in mind what comes out of your mouth can destroy or heal.
• Words hurt. Choose them thoughtfully.
• Resist playing to what you think will be perceived as funny, cool or hip.
• Ask yourself will what you intend to say come out the way you mean it?
• Engage your brain with your mouth before you open it.
Gibson, Richards and Imus are not the first people to get in trouble over racial or
debilitating word choices, but what if the CEO, or anyone of us, speaks the wrong
words? Apologize immediately and mean it. Do whatever it takes to make amends
with the wronged parties sooner than later. Will all be forgiven? "We're a nation of
forgiving people," says Jernudd, "once."
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