Former Obama staffers urge Democrats to stop speaking like a 'press release,' learn 'normal people language' : nottheonion

They're right. Trust is so important in politics and political communications, and it's near impossible to build trust when everything you say sounds like it was focus-group-tested and written by a public relations consultant.

People are sick of corporate PR speak and can spot it a mile away; they also know that these types of messages ring hollow, because it's not what the politician really thinks but what they're told to say.

People want authenticity — from politicians, the news (see: social media influencers), and entertainment (again, see: social media influencers).

The most frustrating part? This isn't hard to do — it just requires politicians to have coherent and consistent values, and to apply those to current events and policy proposals. And yet…

Thank you. It's not about "dumbing it down" like most people seem to think. PR speak isn't inherently intellectual, and there are plenty of highly intelligent people who are relatable and authentic. Just act normal, that's it.