Why PR professionals (and everyone, actually) should speak in results, not buzzwords.
In the oft-quoted Mike Judge comedy "Office Space," The Bobs ask Tom to decipher his job description with a simple question: "What is it you say you...DO here? " Tom instantly panics, screaming that he "Has people skills" and is "good at dealing with people! " before storming out of the room. He cracks under the pressure.