Lulu Cheng Meservey: PR lessons from K-Pop, Jesus, Substack, and Internet Haters

Corporate Speak

Corporate speak often exists as a mechanism for risk minimization, where companies avoid infusing personality into their communications to prevent potential backlash. Lulu Cheng Meservey explains that this approach, while safe, often leads to missed opportunities and a lack of genuine connection with audiences 1. She likens the adoption of corporate speak to a form of "cosplaying" one's corporate ancestors, where individuals mimic established norms without questioning their relevance 1.

It's easier to copy those formulas than to do something entirely new, both from a risk perspective and from an effort perspective.

--- Lulu Cheng Meservey

This soulless communication style can be robotic and lacks the emotional resonance that effective corporate communication should strive for 2.

   

Company Personality

Creating a company personality involves making the organization feel like an extension of its customers, fostering a sense of community and familiarity. Lulu Cheng Meservey emphasizes the importance of hiring from within the community the company serves, ensuring that the corporate culture resonates with its customer base 3. This approach builds trust and affinity, making customers feel like they are on the same side as the company.

The only way to build trust is to have as much vulnerability and personality and, honestly, honesty as possible.

--- Lulu Cheng Meservey

By integrating personal elements into corporate communications, companies can bridge the gap between the corporate and personal, enhancing trust and engagement 4.