Marketing + Public Relations Newspeak

 

A picture is worth a thousand words.

It’s been more than 15 years since I opened my own marketing/public relations agency and during that time I have come to realize that an entire new lexicon has developed while I was sleeping, so to speak. I’m a pretty simple gal, so when I come across a new word I immediately Google it.  And lately, more often than not, I find myself rolling eyes, shaking my head and then just going back to reading.

 

The reason I resort to the eye-rolling is that marketing people now, more than ever, feel compelled to invent new words for us to learn and to replace the older, less exciting words. When I hear the younger generation of marketers uttering the newspeak, that’s when I once again find my eyes rolling.

 

Really? Do we really need a new lexicon to define what we’ve been doing all along?  For your ease, and to enable your own eye rolling, is a list of newspeak:

  1. Analytics—We used to call these
  2. Content—We used to call this writing.
  3. Curating—We used to call this
  4. Earned media—We used to call this public relations.
  5. Evidence-based—We used to call this research.
  6. Engage—We used to call this commenting, sharing, listening, viewing.
  7. Infographics—We used to call this
  8. Layering—We used to call this
  9. Metrics—We used to say
  10. Monetize—We used to call this value.
  11. Multiplatform—We used to call this
  12. Narrative—We used to call this the
  13. Optimize—We used to call this
  14. Organic—We used to call this connecting, referring.
  15. Owned media—We used to call this
  16. Paid media—We used to call this
  17. Resonate—We used to call this shared emotion.
  18. Traffic—We used to call this circulation or viewership.
  19. Transparency—We used to call this what everybody knows.
  20. Value proposition—We used to call this core values.
  21. Verbiage—We used to call these words.

Why PR Interns Should be Paid

 

Why PR Interns Should be Paid

As owner of a New York-based public relations agency who has been working with college-age interns forever, I wanted to go on record saying that it is time that the rest of you realize that they are not slaves, nor in indentured servitude.   If they are providing a valuable service, well, then they should be compensated for it, and not just with college credit.

My favorite adage is this: If you pay them then they will come.

When I first went out on my own 15 years ago, and had no paid staff, I quickly discovered the benefits of intern laborers—they work hard, they can accept a lot of responsibility and they should be paid for their work efforts.  And from the beginning I decided to pay them an honest hourly wage—even if they were receiving college credit for the internship.  I even threw in free lunch just to grab and keep their attention.

So, here’s why I strongly believe that you get what you pay for:

  1. If you pay them they will come. At the beginning I knew I needed cheap labor, though not free. I asked a number of colleagues who like me had tiny start-ups, and to a man/woman they all agreed that I would have better attendance, participation and happier internes if there were paid. They were right.
  2. Mentoring is the key. Since the starting hourly wage and free lunch were still not enough in my opinion, I knew that from the beginning I had to make their internship worthwhile.  Therefore I always made sure to provide them with the following:
    1. Responsibility
    2. Accountability
    3. Credit for having a brain
    4. Dedication/loyalty
  3. Valuable opinions. It is important to understand that although these are young people working for you, that they offer valuable insight into the mindset of Generation Z, those born after the millennials—and this can sometimes add an additional dimension that you might not have thought about. Don’t be afraid to ask them for insight.
  4. Internships can lead to jobs. I have often provided invaluable leads and job referrals to my interns and also have served as a valuable reference to them—more valuable in some ways then payment, one does not replace the other.
  5. Foot in the door. Companies that offer unpaid internships often barter that it’s a way for the college student to get a foot in the door.  Excuse me, but how is the intern going to pay for the shoe on that foot without a decent hourly wage?
  6. Death knell for college internships. This is what the “other side” is providing as a reason not to pay interns for time worked.    Washington is trying to regulate it so that companies that currently take advantage of college kids are penalized for it.  Although I myself am not a big believer in Big Brother interfering with my business, this should certainly cause those companies who are abusing college kids to start rethinking their policies.