Public relations and marketing have changed with the development of new technologies, which has expended the range and scope of the profession. Nowadays we can’t imagine that the communication with the target audience doesn’t provide via social networks and that it’s not measured by analytic tools which are available online.
Not so long ago, PR was primarily taking place in the offline world. By using the new technologies which have improved and simplified interaction with the audience, it has come to introducing some new terms to the profession. In order to improve your communication with the creative agency, we bring you a little dictionary which contains certain terms without which PR can no longer operate.
Back at the time when PR was primarily taking place in the offline world, new forms of advertising began to appear in print media. It’s about advertorial, the term which was coined by merging two words: advertisement and editorial.
Advertorial is a sponsored text which doesn’t differ in form and content from the usual media content in which it was published. By introducing advertorial, classic advertisements stopped being the most effective way of advertising, and advertorial is considered to be the predecessor of native advertisement which is nowadays the most dominant in the online area.
Even though brainstorming is mostly provided behind the closed door of the agency, it precedes each PR and marketing company, strategy or event organization. Brainstorming is the method of finding a creative solution for specific problem that the client faced. Also, creative exchange of ideas is the beginning of every successful campaign because each person that participates in brainstorming contributes to the discovery of the most interesting strategy.
Call to action (CTA)
CTA is part and parcel of a big part of digital marketing, and the literal translation would be Call to Action, which means that the role of that kind of content is to encourage the audience to interact. Regardless whether it’s about buying the product, visiting a web site or establishing interaction with the target audience, CTA helps to keep the attention in the sea of information that the audience encounters.
Layman content can be translated as content, but content is actually much more than that. It is simultaneously information and creative, but a specific way of communication with your target audience. Content differs by the types of information it offers; therefore, it can be educative, amusing, informative or, mostly, a blend of everything. Despite the type of information it offers, content also differs in form. This blog is content, same as infographics. The content is a part of the communication strategy on social networks, or eBook that will help you explain the specifics and the offer in more detail.
A well-known political scientist and communicologist Harold Lasswell realized the importance of feedback regarding the communication success back in the late 1940s . Even though the feedback concept isn’t related to the development of new technologies, speeding of the communication process has made it easier to give a feedback. Most of big organizations have a separate section on their websites used for feedback and that’s why more and more people are using social networks. Feedback is important in internal communication because it helps you accomplish your goals.
Native advertising is considered to be a digital performance of a popular marketing form advertorial, and the one thing they have in common is that they both, at first glance, mustn’t differ (with its form and content) from the rest of the content. In a digital environment it implies that native ads are integrated into the website so that they look like an unsupervised content, even though it has to be marked that this is a paid ad.
The audience responds better on native than classical advertisement because the native one offers useful information which makes an impression of not being just an ad, but also quality content which promotes certain product or service.
The key term of e-mail marketing is newsletter, a visually attractive set of new information about certain organization which is sent via e-mail. Newsletter subscribers are your most loyal audience because they have willingly decided that they want to be more informed about activities and novelties of the organization. That’s why newsletter offers a great niche for a specific approach towards subscribers by sharing information that does not interest the general public. However, the use of newsletter should be moderate. There is no need to overload virtual mail of your subscribers because it could cause a counter-effect.
As there are no two same human beings, there are no two same agency PR pitches as well. Each is adjusted to a specific situation and problem with which the organization encounters, and before a good pitch there is a preparation according to brief, a document outlining all client goals and requirements. You can read more about it here.
Reach indicates the statistics of how many people has, at least once, seen the content that you created online. That information reveals much if one knows how to interpret it properly because it shows how many people have reached your message. Reach doesn’t mean that the audience was commenting on your content or that they have opened an ad that leads to the website, but it is important to create an online feeling of presence, even when the interaction is gone.
Public relations improve every single day and they adapt to new technological breakthroughs and that’s why new terms become the jargon of the profession. In order to understand many Anglicisms that come up and determine your goals more easily, use the small dictionary of terms without which PR and the marketing world can no longer operate.