Heckler August 06, 2012
Illustration: Simon Letch
MY JOB involves working with international counterparts in business as well as consumers, and during the past six months, I've noticed a palpable increase in the use of the phrase ''reaching out''.
At first, it turned up in emails, exclusively from the northern hemisphere (but you know I'm saying ''America'' on the inside). It started something like this: ''I'm reaching out to you about a recent development in our production schedule.''
My first reaction was ''reaching out''? OK, I don't know this person as well as my other business associates and perhaps they're just being overly polite.
Alas, I was wrong. It's now being used constantly. Within six months, I've experienced this type of message via email approaches from people I know who never spoke this way previously, and via Skype calls (now that is awkward, when you have to look at someone and try not to laugh), and most recently, in a customer service email from a company whose services we wish to engage.
A quick ''reach out'' to Google, and I discover the wording is peppered throughout US websites of all shapes and sizes: government pages, marketing blogs, business schools.
That's it! I can't take it any more! I've come to realise these statements mean different things in different cultures, and that international business demands knowledge of those sensibilities. But far from currying favour with me, the words ''reaching out'' make me retch.
I smirk, I groan. My whole office rolls their eyes. I am not alone in my reactions to this phrase when it arrives in my inbox. The overwhelming reaction from all of us is that we think it's smarmy. Yes, smarmy. Disingenuous. Even overly dramatic. I feel like I'm at a church fete and someone is about to have a deep and meaningful with me. What is wrong with the usual ''I'm getting in touch with you'', or ''I'm contacting you''? To be fair, Australians often get accused of being overly direct, but if ''reaching out'' is the alternative then hand me a bucket.
So, if any Americans happen to be reading this fine newspaper, please take note. Thank you for ''reaching out'' but it's really not necessary in daily business contact. Yes, I know, your MBA lecturers will suggest that it gives you more sway with the ''reached'', but I can tell you it's having the opposite effect around here.
The only time it seems appropriate for me to ''reach out'' to someone is when they are on their deathbed. Until then, I'll be in touch. I'll email you.
Heck, I might even call.
Kathryn Mazin