A lot has changed when trying to define PR, and the language used within the field. Language has changed within the field due to the impact of technology and social media influence within the last 10 years. New technologies have created new pathologies of communication with the client and consumer. When we think about how we consume information nowadays, as well as what we expect from the creators of this information in terms of presentation and access, how is new language being created to describe these processes? PR professionals now think as themselves as content creators, with the goal to share and spread information and representation of the client, to gain maximum exposure and engagement. I recently found two separate articles outlining the terms relating to communications. The first article named "Glossary of Media Terms" was written in 2000, the second article "PR Dictionary-Glossary of Common Communication Terms" was written in 2007 and highlighted more social media marketing terms. I found the difference of titles interesting. "Media Terms" indicates that in 2000, a suspected change of communication was to come, but not yet surfaced. In the second article, "Glossary of Common Communications Terms" it displays the progression of social media impact on communications as a whole, which inevitably enhances the field of PR to increase affective reach and influence. The second article gives a more in depth view on customization marketing, and different media strategies for advertising. New terms like "benchmark", shows the the heavy social media role that Facebook has displayed on marketing, advertising, and communication. Academic terms are also added like "ethnography." The second article terms displayed PR practice as a new development of public relations. Another aspect the second article covered, was the opportunity to analyze terms that describe social media marketing PR campaigns. Clearly, the article "Media Terms" is now outdated and obsolete. However, it is important to glance back to the past to see where PR and communication was before it evolved.
KEY TERMS: Relevant to social media marketing/advertising and corporate interests
- Hierarchy of Effects Model of Advertising (HOE): A advertising and marketing communications that suggests that the steps leading to a purchase decision span certain identifiable stages. Each successive stage is influenced by the stage that preceded it. These stages have been identified as
- Awareness (in branding terms, Brand Awareness)
- Knowledge (in branding terms, Brand Recognition)
- Liking, preference (in branding terms, Brand Franchise)
- Conviction to purchase or become a customer
- Actually purchasing or becoming a customer
- Two-Way Asymmetrical Model: A model of PR practice that is relatively recent in the history and development of public relations. This model shifts the emphasis away from using the media to push an organizational agenda on its public. It is called "two-way" to underscore the relational aspects of public relations (e.g., the PR firm relating to all relevant stakeholders, which includes its publics, not just serving the interests of the client). Such communication is "asymmetrical" when the company or agency does not internalize or apply the feedback of other stakeholders and publics to the enhancement of its own internal processes or operations.
- Two-Way Symmetrical Model: Like the Two-Way Asymmetrical Model, this model also underscores the relational aspects of public relations (e.g., the PR firm relating to all relevant stakeholders, not just serving the interests of the client). Such communication is "symmetrical" when the company and agency both internalize and apply the feedback of other stakeholders/publics to the improvement of their own internal processes and operations.
- VNR: Stands for "video news release"; a video segment made to look like a news report, but is instead created by a PR firm, advertising agency, marketing firm, corporation, or government agency. They are provided to television newsrooms to shape public opinion, promote commercial products and services, publicize individuals, or support other interests. (source: Wikipedia)