Unprecedented use of the word ‘unprecedented’ in an unprecedented number of reports ...... about events allegedly without precedent

I think it started with the dreadful events of September 11, 2001. That act of terrorism, horrendous and shocking in nature, did genuinely seem to be without precedent. Aircraft used as guided missiles, crashed into skyscraper buildings, was certainly not what most average men and women would consider a likelihood. Certainly those news reports were the first time that I can consciously remember the word “unprecedented” being used in every news segment and piece and often repeatedly across paragraphs in a single report. Associated with that event, their use seems to me to be have been well judged and appropriate. Nine eleven was ‘without precedent’.

But now, it seems that any event of any standing or notability, anywhere in the world, is described as “unprecedented”. Be that event a natural disaster or the very man-made nature of the current financial crisis. Listen carefully the next time you switch on BBC News 24, BBC World, Sky News, CNN and I’m sure you’ll see what I mean.

Is the root cause of this a problem of making news seem more compelling and essential viewing? Is the belief that in describing any event as “unprecedented”, it will give the news more of a “must consume” status, that will then capture us and hold us, rather than say ...... letting us wander off to make dinner, watch a film, or go shopping?

We are in a consumerist and materialistic world, where we are constantly being marketed at by brands, products and objects, suggested to be the latest and greatest, vastly improved on the ones before. It would seem to me that the terminology within news reporting, especially the use of “unprecedented”, is a reflection of that world, where the level of hyperbole and dramatic persuasion, has to constantly increase, just to even get us to partially engage with its message.

Or do journalists just need a bit of help from some clever copywriters in the marketing communications world, to find some new and interesting words to use?

Two ears, one mouth

A short passage quoted from Jon Steel's book 'Perfect Pitch'. And with grateful thanks to Jon Steel, for writing something so eloquent, intuitively correct and inspirational to those of us who sometimes feel intimidated by the 'talkers' in this world:

"..... what follows is perhaps the most important lesson I have learned over the years of making new business presentations. It is also one of life's most important lessons, and you will see that it is a consistent theme of this book. It is this: successful communication and persuasion is not, as most people think, about being good at talking, having the gift of the gab. No, the best communicators, the best persuaders, are the best at what they do because invariably they are good listeners."