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.

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