We all know that building capacity in the developing world—whether by providing technical training to laboratory staff or equipping a clinical trial site with a reliable power source or setting up financial management systems—is a worthy endeavor.

But is it newsworthy? Especially when you don’t give concrete examples of how you’re helping people help themselves? The answer, all too often, is “no.”

Yet sometimes the good-hearted people at development NGO’s aren’t convinced that language they often use, like “capacity building,” need to stay in their technical reports and out of their press materials. The reason media relations experts offer this advice is not because we’re hype-loving individuals who cannot appreciate work that is fundamental to the success of a mission, it’s because we’ve heard reporters tell us this time and again.

Reporters are looking for good stories—and words and phrases such as “systematic capacity building approaches” and “integrated capacity building strategy” don’t give them the raw materials with which to draw in readers.

Now, thanks to dedicated global health journalist and blogger Tom Paulson at Humanosphere, we have proof. Behold this Tweet regarding an article on the Guardian Global Development Professionals network:

Thanks, Tom. Much appreciated.