The latest column from journalist and blogger Cathy Seipp, which touches on US political news satire program The Daily Show, gives food for thought. When the field was still wide open for Democratic presidential candidates, the show's host, Jon Stewart, tried to commiserate with Senate Minority Leader Tom Daschle on his competition for the nomination against eight other hopefuls. Stewart relates Daschle's reaction:

He said, 'No, it's an exciting time.' [...] And I said, 'Really? Because it seems like it's crushing you.' And at that moment he just kind of stopped, and he started to giggle. That's the moment you look for, where they're showing their humanity — if it still exists. Which in many cases, you know, it does not.

The employees of many companies seem to operate under the misconception that the more polished their demeanour in interacting with customers and other members of the public, the more easily their competence will be accepted. "I sound like I know what I'm talking about, with all my big words and confident assurances," seems to be the thought.

What these people are missing is that a hell of a lot of companies are speaking in that slick, jargon-y manner, and none of them are really fooling many people. As disillusioned as the public is with politicians and their PR-approved utterances ("Yes, I am thrilled that I have so much competition for your vote!") they are equally as disillusioned with companies and their PR-approved utterances ("Yes, we are thrilled that we have so much competition for your business!").

The fact is that it is entirely possible - easy, even - to retain your professionalism and speak in a voice that rings true with people. When my train is running late and a recorded voice comes on the loudspeaker to annouce that Train Company X "apologises for any inconvenience this may cause in the course of your journey," I know it's a scripted line. The general reaction from me and the other passengers will be a collective "Whatever." When that voice is an actual person on the actual train, who comes on the PA and says, "Sorry about this - we know it's a hassle, and we're doing everything we can to get it right, so thanks for bearing with us," I don't doubt that the message is genuine. "Well, at least someone is acknowledging what a pain this is, and is willing to talk to us like human beings."

The sad, awful thing? Any train company employee who diverted from the script, or overrode the recording with a human announcement, would likely be in big trouble with central office if his superiors caught wind of what he was doing. What that person would really deserve would be an expression of thanks or a pay rise. As Jon Stewart puts it:

All we want is one human moment.

Of course that's not really all we want, but that one little thing can mean a lot. The good news is, organisations are catching on to this all too obvious fact and using the best tool at their disposal - blogs - to express their authentic voice.

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