In an age when brevity reigns supreme and the race for attention span is increasingly heated, straightforward lingo is appreciated and sought-after. In this spirit, I’ve broken down some common and often misunderstood PR and marketing concepts, Twitter-style. Here’s a peek into the industry using 140 characters or less:  


What is Public Relations? 

PR gets other people talking about and validating your business, namely journalists, influencers and people with authority in your industry. 


What’s the Difference Between Public Relations and Publicity? 

Publicity is just about securing media. PR relies on media and other third-party channels to build relationships, influence and authority.  


What’s the Difference Between Public Relations and Advertising?  

Advertising uses a controlled message via a paid channel, while PR is earned through third-party validation, often in the media.  


What is Cause Marketing? 

Cause marketing campaigns concurrently promote a brand while supporting a charitable initiative. It’s a path for improving customer loyalty.  


What is Content Marketing? 

Often referring to blogs and video, content marketing involves creating, distributing and tracking online materials to promote a brand. 


What is SEO?

Search engine optimization is an organic process to boost your website ranking in search engines. It helps people find you through Google.  


What is SEM?

Search engine marketing utilizes both SEO and digital advertising on search engines (i.e. Google Ads) to drive traffic to a website. 


What is a Keyword?

Keywords are search terms that generate results on search engines like Google. Marketers typically rely on phrases, not singular words. 


What is Inbound Marketing? 

Inbound marketing draws visitors into your website using content, SEO, social media and newsletters to educate, problem-solve and sell.  


What is Outbound Marketing?  

Outbound marketing relies on traditional tactics like advertising, tradeshows and cold calling to push out mass messages to prospects.   


What is CAN-SPAM?

The CAN-SPAM Act defines legal rules for businesses engaging in email marketing so they don’t annoy the heck out of people. 


What is Mobile Optimization?

Now that we’re all addicted to our phones, mobile optimization ensures websites and emails are responsive to tiny screens.


I could go on… but I have things to do, like creating more valuable content and drawing people into the Aker Ink website. Perhaps I’ll reach out to a journalist to share a client’s compelling story. Maybe I’ll develop a new infographic or work on our popular newsletter: Take 5 for Our Top 5. 

What’s on your marketing agenda?