By Monty Hagler
As RLF’s clients increasingly engage in campaigns and business relationships in every corner of theglobe, they count on RLF to create effective, localized and culturally appropriate public relations and marketing campaigns. That’s a key reason why RLF joined the Worldcom partnership composed of 109 independent agencies across six continents, and why we’re delighted to have participated in the creation of an e-glossary of public relations and marketing terms from around the globe.
Many of these terms will undoubtedly be familiar, but there are hidden gems on every page that provide insights on how public relations and communications are viewed in different countries and regions. Our partner in Cape Town, South Africa offers us “Blegging,” the practice of asking bloggers for free assistance. Our partner in Indonesia captures the importance of reaching rural markets through “Community Audio Towers” that narrowcast information about agriculture, health and nutrition. Our partner in Japan offers us “Kizuna,” a term to describe a common hardship that unites people.
The nearly 400 entries in this e-glossary include terms that are playing an important role in the evolving nature of our business. For example, we have long lived in world of “Paid Media” (advertising) or “Earned Media” (media relations). But communication and persuasion are increasingly impacted by “Shared Media” (online and social media sites where many voices compete for attention and relevance), “Promoted Media” (paying to push content to a much larger audience than would access it organically) and “Owned Media” (companiesorganizations creating and promoting content via channels they control such as their websites, e-newsletters and blogs).
In the coming months, I will travel to Peru and South Korea for meetings and strategy sessions with my Worldcom partners. I’m looking forward to getting more immersed in how campaigns can be adapted and enhanced in global markets, and bringing back best practices to our team.
You can download the glossary from the Worldcom site.
By Monty Hagler