2. What is disruptive language?
• Language that grabs attention
• Messages with cut-through
• A way of reframing an issue
• Jarring, unusual and unique
• The remembered phrases
Leith Thomas—Communications Consultant
¶
3. “No one predicted this, because
no one thought Alan Joyce was
completely mad.”
—Captain Richard Woodhead
Vice President of the Australian and International Pilots
Association
Leith Thomas—Communications Consultant
¶
4. “In the past we have seen
militant unionism, now we are
seeing militant management.”
- Independent Senator Nick Xenophon
Leith Thomas—Communications Consultant
¶
5. Why is disruptive language
important?
• We're flooded with information and looking
for simple ways to encapsulate ideas
• It’s remembered
• This is particularly important in the shared
world of social media
• Simple ideas can reframe context and turn
opinion
• Shoehorning your way into public discourse
Leith Thomas—Communications Consultant
¶
6. To paraphrase a colleague:
A line will always beat a
paragraph.
Leith Thomas—Communications Consultant
¶
7. “In response to the unions’
industrial action, I announce that
under the provisions of the Fair
Work Act Qantas will lock out all
those employees who will be
covered by the agreements
currently being negotiated with the
ALAEA, the TWU and AIPA. I have
informed the Government of this.”
- Alan Joyce, CEO of Qantas
Leith Thomas—Communications Consultant
¶
8. How is it used in practice?
• Quotes for the media
• Presentations and speeches
• Opinion pieces
• All communications
• Twitter is a medium made for disruptive
language
Leith Thomas—Communications Consultant
¶
9. “Andrew Bolt has just lost his spot as most hated
man in Australia #AlanJoyce #Qantas”
@CatherineDeveny
“Your wife’s turn to do the dishes. She says it’s your
turn. You say it’s hers. She burns down the house.
#Qantas domestic.”
@GeoffLemon
“Tiger Airways is now offering all stranded #Qantas
passengers the chance to have their flights delayed
on Tiger instead.”
@TheChaser
Leith Thomas—Communications Consultant
¶
10. Methods to encourage disruptive
language
• Avoid clichés and well worn phrases or
technical language
• Alliteration
• Reworking commonly used phrases
• Original metaphors
• Other rhetorical devices
• Short paragraphs
Leith Thomas—Communications Consultant
¶
