This document discusses the changing landscape of communications and relationships between organizations and individuals. It argues that existing one-way, top-down models of communication are being replaced by direct, two-way, human-to-human engagement through social media and online conversations. To succeed, organizations must learn to communicate authentically in the language and style used by real people, rather than relying on corporate jargon and empty buzzwords. Building direct relationships at scale through social tools can help apply traditional communication objectives in new, more effective ways.

2. Communication is not a skill

3. It is a survival trait

4. Skill only in certain contexts

8. communication is now default power to create tools, direct communication, bypassing media & intermediaries context data, storage, human mind, personal interpretation distribution audience, web, blogs, micro-blogging, social networks etc. + + =

14. Examples of corporate speak

18. service offerings touch base value added bottom line core competency open the kimono push the envelope blue sky win win out of the box best practice stakeholder on the same page synergy run it up the flagpole the big picture revolutionary low hanging fruit leveraging best in class

21. Examples of human speak

33. Existing press release The blander your press release, the more easily others can spin it