As with most, um, 'buzz words', at least part of the reason it has caught on is because it has connotation that is lacking in other common terms - 'reaching out' is familiar, friendly, and casual; 'tried to contact' is cold, business-like, and possibly hostile. Not saying that you should like it, but just recognizing that there is some legitimate(?) rationale for its early use at least.

Speaking of buzz words - or 'jargon', if you would prefer - my mother would laugh about a meeting she attended in which the term 'parameters' was being bandied about; she finally asked what 'parameters' were, and, of course, no one could tell her.

On the same subject, I remember back in the '80s talking to a colleague just back from a conference: "'Stakeholders'", he said, "that's the latest buzz word; you'll be hearing that one a lot before long!" And he was right. Although I can't swear he used the term 'buzz word'; maybe that one was the next buzz word to come along.