by Roger Pynn
Isn’t it interesting how we can give words new meaning?
“Influencer marketing,” “progressive,” “content” … they’re just a few that intrigue me.
Lyle Stevens’ article “Three Reasons Brands Should Be Using Influencer Marketing” is interesting, but it makes a time-honored public relations practice sound like a revolutionary tube of toothpaste being introduced to a cavity-filled generation anxious to avoid dentures. He’s talking about targeting your most important audiences by communicating with thought leaders in a digital era.
The tussle between the Sanders and Clinton wings of the Democratic Party is framed by a single word. When “liberal” became a negative, liberals chose to call themselves something else and co-opted the word “progressive,” forever denying it to conservatives who may believe their policies promote progress. Interesting in that when you Google “progressive movement” the first thing you’ll find is a fascinating George Washington University entry from the Eleanor Roosevelt Papers Project that defines “The Progressive Era” as that time from 1890-1920.
Of course, it depends upon whether the word “content” is being used to describe a sense of satisfaction … or refers to words, pictures, etc., and is just another way of defining what professional communicators have been developing for years: communications tools.
But I’m glad to know 40+ years after I entered this business that there was a name for it all along.