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Giving It Your All

Several months ago I began hearing a new gerund around the hallways and meeting rooms of NPR: "efforting." As in: "We're efforting to get an interview with the president of Kazakhstan."

I get the gist, but I'm still not sure whether it entails more or less effort than simply trying. In any event, I am "efforting" to find out where this term comes from. I found similar complaints here and here.

Any word detectives out there with the back-story?