Does this proliferation of acronyms in our culture simplify communication or complicate it? Acronyms are words formed from the first letter of each word in a title. For example, ODA meaning the Ohio Department of Agriculture or the Ohio Department of Aging (depending on who you're talking to). The other day, I was having a great conversation with a new colleague and learning more about her fantastic web marketing strategies for the wedding industry. At one point in the conversation -- instead of focusing on what she was saying -- I got hung up thinking about if SEO meant "search engine optimization" or something else. That communication disconnect got me thinking that acronyms more often complicate communication more than they help. Here's why:

• It takes an extra step of translation for the receiver to know what the acronym actually means.
• Many "acronymed" organizations can't be found on the web or in the white pages or yellow pages by their acronym - you still have to know the full title.
• Unless the acronym actually comes to replace the full proper title , there is confusion about how to refer to an organization or program.
• It's arrogant to assume that everyone knows what your acronym means, yet it's condescending to spell out an acronym for someone "in the know" - You can't win!
• We have inadvertently created pockets of dialogue based on industry and niches in this country. Unless you know the language of the military, government or academia, it's difficult to get by in those professions. And, it does a disservice to the people working in those professions when they have to go out and work in another industry because it doesn't translate well to other sectors of professional society.
• If we begin to write like we text, that could be disastrous to the communication profession... not to mention the English language! Nearly everything in texting is reduced to an acronym. I like to text, but I also understand that abbreviated language has its place in a specific media. You still have to know your audience and the vehicle of transmission.

Please get the acronyms out of your writing, marketing and speaking. My mind can only process so much!

This is the second in a series of two Comm-entary posts that deal with unpaid media. Part I provided background on the concept of Unpaid Media and Part II provides some practical tips for how you can begin to use unpaid media to your advantage.

The most important thing is whatever you do should be the means, not the end. Your goal is the end. Be sure that whatever media relations tactic(s) you employ drive towards that end. It takes a lot of planning and research to determine whether or not a media relations strategy is the right approach for your end goals. Once you’ve determined that an unpaid media strategy is right for you, you can try some tried-and-true methods of getting your company noticed.

Events. Hold a media-generating event. For example, you have a garden center and you’re holding an open house for customers and giving away free landscaping for a year. Invite the lawn and landscaping writer or the lifestyles editor from the local paper to cover your event. They may want to come early to interview you for an article they’re writing about summer plantings, but they plan to stay for the event, too. You’ve just made it 2-mentions-for-the-price-of-one.  If the media doesn’t show, have someone take a photo and write a news release. Remember to stay timely. Do this the same day – not a week later!

We've been due for some really good news, haven't we? The last couple months of economic pessimism and unrest in the Middle East begun to lessen my eagerness to sift through the pages of the news each morning. Until yesterday when a true heroic feat was performed to save 155 passengers lives by landing a commercial aircraft on the Hudson River.   

It's about time that we had a true hero to recognize -- not some political figure or celebrity, but a guy who was just doing his job to very best of his ability. I know it will be hard for the media to stay away from the pilot and his family because, like me, they are anxious to know the chilling details of the near-tragedy and how he was able to maintain the composure to land the aircraft safely. 

U.S. Airways has not released the pilot's name, though it has been obtained through unoffiicial sources and reported that he is a former fighter pilot. US Airways has done an excellent job communicating about this accident. The company responded quickly and has been transparent and forthcoming about facts as they know them. (I don't blame them for wanting to complete at least a quick, cursory investigation before releasing the pilots to speak to the media.) I am really impressed that I have been able to access their web site to get the latest information. We often wonder since the cellular-meltdown of 9/11 whether our communication systems will indeed function correctly during a true crisis reponse. 

It's good to see some positive news thanks to a miraculous series of events and expert communication at work. I'm sure there are 155 families cherishing their lives and loved ones more than ever today, thanks to a true American hero.