Every industry has buzzwords and jargon we wish people would stop using.
Marketers and PR agency pros are especially guilty of beating banal words and phrases into the ground. More frustrating, though, are the things we hear in our industry as reasons why a public relations program can’t or won’t work.
Here are a few that drive me up the wall, along with how we can replace them:
1. “It’s hard to measure that.”
It might be hard, but it’s not impossible. Stop talking about how hard it is to define success. Instead, craft measurable, sustainable programs that garner results.
It’s not easy to do this, but the first step is to ensure you’re set up for success by defining goals and objectives. Your goals must be more tangible than, “sell more products” and “increase our revenue.”
PR is not defined by earned media anymore. Because so many of the ways we promote our clients are digital, we have tools and resources to track our results beyond vanity metrics.