Jargon Buster
Occasionally phrases a dropped into conversation which aren't immediately obvious. The glossary of terms below should explain the majority of phrases that you may have recently heard.
- Behavioral Objective
- This is how you would like a public relations campaign's target audience to behave after the campaign has finished. A possible behavioral objective would be that the target audience would be more inclined to buy a company's products.
- Blog / Blogging
- Blog is now the accepted shortened version of 'weblog'. Blogs started as personal online journals. Today businesses are using them to announce new products and services. However, they can also be used to great affect to respond to negative online comment.
- Byline
- A bylined article has the name of journalist or author details below the article's title. The is a generally accepted way of increasing exposure about your company.
- Collateral PR
- This is the effect of gaining positive PR on the back of someone else’s media coverage. This often happens when your company or product is compared to your competitors'.
- Mention Prominence
- This relates to the number of times your company or products were mentioned as a percentage of the article length and also takes into account whether those mentions were above the fold or not.
- Share of Shout
- If a number of companies are featured in an article, 'share of shout' measures how more prominent one company is in the article over the others.
- Social Bookmarking
- Websites such as del.icio.us and Stumbleupon allow their users to recommend websites and online articles to other users. Fostering social bookmarking within your site can greatly increase the buzz surrounding your company
- Social Networking
- Websites such as Facebook and MySpace are being featured heavily in the press and are online communities where people communicate and find entertainment. They can be an important element of online marketing campaigns.