The PR Lingo! :)

Being a public relations man has exposed me to a lot of interesting words and phrases, things that I’d never heard before, and things that caused me considerable distress (being a language purist) when I first heard them. Some of these are:

1. “Sit on this” – This is used while referring to an issue that has to be discussed or a crisis that has to be handled or a presentation that has to be finished or a document that has to be written and just about anything that has to be done. “Don’t worry, I’ll sit on this and finish it!”sounds more like a chicken-murderer plotting his move rather than a serious professional, but I’ll have to adapt! πŸ˜€

2. “Revert back” – A grammatically incorrect connotation of the more popular “Reply back,” this phrase generally refers to the process of replying to emails, text messages and phone calls that have to be returned. When I first heard the sentence, “Nikhil, the client has sent us a time for the meeting. Please revert back to him,” I had a sly smile all day long! πŸ˜€

3. “Collateral” – Completely and absurdly contrary to all the accepted definitions of the word, “Collateral” in PR lingo refers to any and all documents that the PR firm gives to its clients, including the clients’ profile and companies’ background. This is quite a strange term to use, because every time I hear, “Nikhil, have you seen the collateral?” my mind thinks of the movie! πŸ˜€

4. “Dip Stick” – Ahem! :mrgreen:
All perversions aside, the phrase “Dip Stick” refers to a survey conducted among journalists, to gauge their understanding of current affairs (Yeah, right!). This happens whenever a brand new company is formed and we call up journalists and ask them, “There’s this new company called so-and-so. Have you heard of it?” More often than not, the journalists hang up the phone! πŸ˜€

5. “Boiler Plate” – I first heard this phrase a few days back, when someone asked me, “Nikhil, where’s the boiler plate on this press release??” I looked back blankly and said, “Uh, what the fuck are you talking about?” Apparently, this refers to a brief note about the client to be included on all press releases! Weird, indeed! Something of a pot-boiler to spice up a bland release? πŸ˜€

So, there it is. There’re a few other weird instances where the English language has been massacred, but I think I’ve sinned enough for one day! πŸ˜€

Image Courtesy:

Published by Nikhil

Nikhil Kumar lives in Bangalore with his wife and their stuffed dog. They are both advertising professionals and lead very exciting lives on the streets, dodging traffic. Their fridge is filled with cans of Diet Coke and their water heater doesn't work. He doesn't smoke (up) anymore.

42 thoughts on “The PR Lingo! :)

  1. ** because every time I hear, β€œNikhil, have you seen the collateral?” my mind thinks of the movie! **

    Ha ha ha ha .. This was real killer man .. I am laughing my ass out ..

    Anyways do revert back to my comments after sitting on it and if you cannot write long reply then dont hesitate to include a boiler’s plate ..

  2. @Nomad
    Oh wow… Absolutely amazing article! I’m still laughing, 30 mins after reading it! πŸ˜€
    Thanks for sharing it!

    MOMs and WRRs (Pronounced as: Whirrrrs) πŸ˜€

  3. How about the abbreviations like FYI, PFA, etc ?
    Once a meeting was scheduled at Room TBD.

    I went all over the place to search for TBD,later came to know that it stands for To BE decided !
    (what the heck?)

  4. “Sit on this” and the ridiculous “Revert back” are common jargons now in all verticals; if im not wrong, I have been hearing it ever since I have started working (5 years). But the rest of them are new and hilarious πŸ˜€

  5. Hehe… oh yea! jargons! hilarious!
    “Sit on it” had me laughing almost everytime someone said it …for the first few months at work!

    I once handed over a profile document i wrote for a client and passed it on to my collegue who said “I’ll sit on MRJ’s profile and sort it out.” I burst out laughing, praying for MRJ’s sake that my colleague had had a bath and was smelling fresh πŸ˜€ πŸ˜€ (though it wouldnt help much) !!

    Btw, when a widow marries, why is it called “widow re-marriage?” Isn’t the widow marrying for the first time??? πŸ˜€ πŸ˜€

    Hilarious…have seen this in bits and pieces before…only one bit was missing “If coconut oil is made from coconuts and corn oil is made from corn, what is baby oil made from?” πŸ˜€ πŸ˜€

  6. LOL, I’ve heard of boiler plate i think. It is something like “Apple ignited computer revolution in 1980 ….” blah blah and it comes in every PR Newswire stuff. They have to add it to the end all the time.

  7. It took a while for me to get through Chat lingo…now this! Dumb me πŸ™‚
    Though I do know that “sit on it” and “revert back” have been used in other fields too. πŸ™‚

  8. We had hindi jargons in a portfolio management company that went like:

    Tthok De : To sell/Short Sell

    Chhap de: To buy

    Fod de: To buy or sell at prevailing price

    Kaat de(Common) : To close an existing position.

    For an unacquainted person, it seems like we are going in for murder…. bhai logo ki bhasha…. πŸ˜€ beedu !

    Like Chakoli said, every domain have their own lingo…. πŸ™‚

  9. he he ..
    boiler plate was good πŸ˜€
    i have no idea of others though..revert back is a familiar word though πŸ˜‰

  10. Ehm… Just right now I have seen an error in my previous comment:

    **long time I didn’t see you!!!** :^p

  11. not heard of the last two…but quite a few of this is Indian English. I think soon we can have our very own dictionary.
    And you are a PR person! πŸ˜›

  12. The english that most of the people use today is already ruined…………………….phrases u mentioned are nothing in front of them………….

  13. Oh we too have Dip Stick surveys at our company πŸ˜› I know what you mean by the usage of all these words. May you vocab expand more n more each day with new meanings to the old words :))

  14. lol πŸ˜€

    The only one which we us the most frequently is “Sit On this” but that too in another form “The bugger is sitting on the files since ages” πŸ˜€

    Otherwise we survive on FYI & FYI & NA only πŸ™‚

  15. @ Niks

    haa…haa…haa…. πŸ˜€ hilarious man!

    @ Scropria

    β€œIf coconut oil is made from coconuts and corn oil is made from corn, what is baby oil made from?”

    ROFL πŸ˜€ πŸ˜€

  16. ROFL… The first time I heard ‘Dip Stick’ I ended up imagining a whole lot of nonsense stuff…
    ‘Sit on this’ is a grandmom of sorts… I have now learnt to say it with a straight face πŸ˜€ … and most of the time you see people using it when they don’t have a clear solution… they just ‘sit on it’ and never get up! πŸ˜›

  17. Uff!!! Even I have to cater to such words.
    There is another one.
    “What is the status?”
    Sounds like a very rich frustrated father of a 28 year old boy who brought his girlfriend home. 😐

  18. LOL!

    Like you people have your PR lingo, we too have lingos from our domains!! Its fun!!

    Btw, my Blogs Blocked No More!!

    Mom saw it once…shes been behind me, askin for the url since then! Uffooo…
    If she sees, then dad sees, if both see, when I won’t be alive to see it any more!! πŸ˜€

  19. now that is a good one..I once asked my father in law (FIL) who is an english professor.. why do they call buildings as build ing even after it is completed? A stare was the answer!!!

  20. lol πŸ™‚ new words …one day there will be seperate Indian English Dictionary !!!!

  21. @Xylene
    LOL… TBD Room!!
    I think you meant WTF..!!

    Hahaha! I know, they’re so frikkin hilarious!


    Good one!! Widow remarriage! LOL…

    Yeah, thats the one! Who comes up with all these ridiculous things??

    I’m used to the journo jargon… This I find hilarious!

    Long time indeed… I’m good, how’re u?

    Hahaha! I’ve been asking the same question!


    Yeah, such inherently funny jargon!

    LOL… Yours is definitely more hilarious!

    Yes, indeed!

    Hehehe… boiler plate!

    Hehe… No hard feelings, I come in peace! Though I’m soon going back to journalism!

    True! Some people just like killing the language!

    Welcome to MirrorCracked!
    Hehehe.. Thanks!!!

    Hehehehee…. Good one!

    Yeah! Does your profession have similar jargon??

    Welcome to MirrorCracked!
    Hehehe… PR folks use it in a different light altogether!

    Haha! Chat lingo is something better than this crap!


    Hahahaha!!! Good one!

    Hahaha!! Blog in secret now!

    Welcome to MirrorCracked!
    Hehe… Boiler Plate!!

    Hahaha!! Good one, dude!

    Hehehe!! I know!!

  22. Dip stick?
    Doesn’t that mean pregnancy test in african-american english?

    And sit on it?
    Aside from my goody panda image, i am very tempted to imagine xxx positions. 😐

  23. Even after 6 years of hearing “revert back” i still wince everytime i hear it ….

    BTW, dipstick means (in the easiest sense of the word) measuring or taking stock of something in “a market/a specific target group/ varied consumers” etc.. Its called dipstick for the analogy of dipping the stick to see till what point is it wet, hence measure the level of whatever it is we were trying to measure.

  24. @Po
    LOL… You may just be right on both counts! πŸ˜€

    @Paradox Philic
    Welcome to MirrorCracked! πŸ˜€
    Hehehe…. Yeah, I wince at it too! And yes, that’s what this dipstick means, I guess, but still, it’s a hilarious to hear! πŸ˜€

    Noo!! I haven’t left u! I’m just not able to get thro to your number! πŸ˜€

  25. @Nikhil: *sniff* *sniff* I really would want listening to ur voiceee!! πŸ˜₯

    anyway, I am happy to know that we are still together! πŸ˜€ *HUGS*

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: