For Best Brand-Building Results, Listen Up!

I’m of the stern belief that the language we use to discuss our corporate communication programs shapes the way we understand what we do as professionals, the way we measure success and, ultimately, the effectiveness of engaging with the audiences we seek to reach. All marketing disciplines have a bad habit of incorporating buzzwords without thinking them through. What’s worse, we have a knack for taking beneficial words and diluting their meaning. For instance, “community” and “authenticity” are too often used for initiatives that provide very little of either. And I increasingly see the term “listening” being bent in the same discouraging ways.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook


This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.