Language. We use it every day. It has the power to make you feel seen, included and understood, or alienated, misunderstood and insulted. But why? Linguistics is the study of language, and it isn’t about being multilingual or always using “correct” grammar. It’s about the way we all follow, or break, the unwritten rules of language as we attempt to communicate, connect and reach our intended audience in a way that feels authentic, natural and impactful. Linguistics is applicable anywhere that language is used, by anyone for any reason — but we have to start somewhere.

In this workshop, we’ll take a look at the ways language data has been used to help clients understand and reach their audience. We’ll explore the unwritten rules of language, how language on social media is unique, and how to use it effectively. We’ll also learn how to avoid inauthentic language in advertising and communications, and how to bend the rules of language to make sure you get your message across.

Further, we will examine the importance of relevance as an indicator of professional and organizational success and the connection to analytics, language, and insight.

Moderator:

• Brett Kleinberg, associate account director, corporate strategy and crisis mitigation at Real Chemistry

Panelists:

• Janine Robinson, linguist, customer experience researcher at Real Chemistry
• Briana Belford, senior group director at Real Chemistry