When working in the public relations field, we see a lot of unique abbreviations and terms. These terms and abbreviations sometimes intimidate us, and if we are not careful, they can cause communication issues. In this article, we’ll explore the meaning of the top five exciting terms in the public relations field.
1. Barcelona Principles
Are you thinking of Spain? If so, you’re not the only one; however, Barcelona principles have little to do with sunny European countries. Instead, this term refers to the Barcelona Declaration of Research Principles, a set of seven voluntary guidelines created by the PR industry to measure the effectiveness of PR campaigns. Rather than solely focusing on ad value and campaign reach, the Barcelona principles examine if the message effectively reaches the target audience. Read more about the Barcelona principles here.
2. Evergreen
Does this word sound familiar? Is it that ship that got stuck at Suez Canal for nearly a week, causing huge financial loss in the logistics field across the world last year? Surprisingly, “evergreen” in marketing and PR has a totally different meaning. According to Brainlabs, “evergreen content” refers to content that “remains relevant regardless of the season or the time-frame, just like trees that never lose their leaves.” Naturally, many organizations strive to create evergreen content on their online platforms. To get started, check out this article on The Beginner’s Guide to Evergreen Content.
3. Macro-influencer & Micro-influencer
When working with influencers, sorting out the “influence” level is a secret that successful communication pros will never tell you. While a macro-influencer is a social media influencer with a large following, typically with more than 50,000 followers, a micro-influencer is a social media influencer with a smaller but very engaged following. To most people, it seems like an influencer’s total following matters more than anything else. However, working with micro-influencers is often more effective, because micro-influencers are more engaged with their audience.
4. Pubs
No, not that kind of pub! If your manager asks “how about the pubs?” they may not mean the Loose Cannon on Argyle Street, but rather your organization’s “publications.” Pubs, in the professional context, are “publications” — so keep that in mind!
5. SEO
This is a word that comes up frequently in content creation. SEO is the abbreviated term for “search engine optimization” — one of the top strategies for growing your website’s visibility through organic searches. Techniques include content creation, keyword strategies, content readability, website building, and user experience.
These are five terms that you can’t miss while working as a public relations professional. To people who already have experience in the field, do you have any other interesting terms in your mind? Share them with us in the comment below!
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Article By: Tien Pham
Bachelor of Public Relations Student, Mount Saint Vincent University
