Influencers. Disruptive. Content. Engagement. Experiential. Integrated (360). Big Data. Measurement. Analytics.
never want to hear these words again. They've taken over our industry
and not in a good way. I admit I've jumped right in to the 'buzz
bandwagon' like everyone else. Sadly, I feel as PR and marketing
professionals we've gotten so caught up in a marketing word game -
entranced by 'marketing speak' (those annoying words that we are all so
tired of that sound good and makes you look like you know what you're
talking about and clients love to hear) - that we've lost sight of what
we do and we've made it more confusing for clients.
our landscape has changed in the last 5, 10, 15 years. Yes, we are all
more digital and more social. We need to engage with consumers and not
speak at them. We all know this. Everyone knows you need to reach
influencers and be disruptive in an increasingly competitive
marketplace. We all know we need to be a part of an integrated marketing
mix. Almost all agencies now are integrated marketers. Most of all we
all know we need to measure with analytics. There are a ton of tools
that will show beautiful graphs and grids and talk about CPMs, reach and
What sets us apart as agencies and what sets our
industry apart from advertising and media buying agencies is not the
buzz words. We're all talking the same "buzz word" language. What sets
us apart is our ability to impact people - women, men, kids - and
communicate a brand message in the most relatable and authentic manner.
How we communicate will consistently change - through influencers,
experiential events, integrated marketing, media coverage - but we will
always be communicators - messengers for the brands we represent. We
communicate with various content methods such as videos, tweets, press
releases, infographics. The key is knowing when to use the different
methods and where to communicate with your target.
we'll be disruptive and sometimes we'll just do the basics, but either
way we'll be helping to forge relationships between brand and consumer.
No matter what vehicles we choose to disseminate the brand message, our
goal (whether awareness, brand refresh, increase sales) is to impact
the brand's business in a positive way to align with brand objectives.
If we can show the positive impact to the brand, we show our success.
proud of the words 'Communications and Public Relations', although some
may find that boring. 'Communications and Public Relations' is the
career I've chosen, words I love and meanings that stand the test of
What buzz words do you never want to hear again?