The Times 'The Brief' this morning picks on a press release from Cambridge law firm Taylor Vinters. It has put its money where its mouth is and invested in a legal tech start-up, Pekama. No bad thing.
However, its press release is, aparently, littered with jargon. When did you last use the word 'betterment' in a press release, or ever.
Jargon can show we belong to the 'club' and is fine when speaking to members of that club. But that is where it should stop. Never in a press release, and never in client comms
Always keep it simple.
Be careful who you get into bed with, because you’ll start talking like them. Taylor Vinters, a Cambridge-based law firm, is this week’s case in point. The firm has cut a deal that sees it invest in a technology start-up business called Pekama. The company does something in the cloud, having developed a product that is pitched at the legal profession. Undoubtedly, it is jolly useful, but the worrying part of the deal is just how infected the lawyer investors have become with tech jargon speak. For example, Ed Turner, Taylor Vinters’ managing partner, announced the deal by enthusing: “We can see just how transformative to business efficacy and client satisfaction and retention the Pekama software can be and we are already trialling it within our business.” That must mean he’s given it a go and he quite likes it.