Word Power

No matter how carefully management may say it, workers often do not understand what the boss is trying to get across to them. So reported Princeton's Opinion Research Corp. last week. Only 12% of the workers fully comprehend the average company house-organ article, said the report.

Many terms that management uses mean little to the worker, but could be put in words that workers can readily understand, said Opinion Research. Suggestions: Use company earnings instead of company revenues, sales tax instead of excise tax, efficient production for productivity, Government ownership of business for socialism.

There are some words, the researchers found, that workers do not like to hear at all. Corporation conjures up a "selfish" and "ruthless" image, although company gets a friendly reception. Piece rate irritates workers, but they like the term incentive pay; and free enterprise evokes friendlier feelings than capitalism. Workers are not emotionally affected by the word strike, but work stoppage is associated by them with "bad, harmful, and unfair" practices.

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