AI blabla, TikTok tactics and what PR terms mean

The communications industry has reinvented itself so many times in recent years that even a chameleon would be jealous.

In 2025, buzzwords like “sustainable,” “authentic,” “organic,” and “dialogue-oriented” are still everywhere – but no one knows exactly what they mean anymore.

➡️ Read more such articles in our PR counselor contributions.

24/7 publicity loop

While in the past a press release in the 24/7 publicity loop was enough to reach anyone, today it takes a choreographed campaign across at least three platforms, a TikTok with a dog, a LinkedIn statement with a CEO smile, and an animated reel with captions in CAPS LOCK.

The main thing is that it makes a splash. But please make it credible. Between artificial intelligence, click-rate optimization, and ChatGPT-generated slogans, the true supreme discipline of PR remains surprisingly stable: good timing, good feeling—and the right tone.

Marvel characters

Whether analog or digital: If you want to be understood, you first have to listen. Of course, agencies today work with tools that sound like Marvel characters: Jasper, Notion, Midjourney, and Miro.

But the gut feeling about whether a headline will work or whether a statement should be "approved" again rarely comes from the cloud. And yes, even in 2025, the question "Can we finish this by tomorrow?" remains – alongside "Has the customer paid yet?" – the most frequently uttered phrase in the industry.

Fluid boundaries

The big difference from before? PR is everywhere todayBetween Insta DMs and podcasts, between comment culture and shitstorm prevention.

The borders to Marketing, branding, editing and crisis communication are more fluid than cold Pinot Grigio before lunch or old fluff in full beards ever were.

What PR terms mean

Simple usage
➡️ We said “green” somewhere to appear correct – and hope no one asks.

Authentic
➡️ An intern did this on TikTok, but it was somehow well received.

Cross-media
➡️ We posted it on Instagram and the boss copied it on LinkedIn.

Quick Win
➡️ Something that should happen quickly, but then has to go through three rounds of voting.

Strategic storytelling
➡️ We talk around it until it sounds exciting.

Low-hanging fruit
➡️ The only thing we can still do today.

Touchpoint
➡️ Somewhere where someone might accidentally pick up our message – like scrolling on the toilet.

Agile
➡️ We don't have a plan, but we'll just do it.

Best Practice
➡️ Another company did it. We want it too, only cheaper.

Thought leadership
➡️ The boss has a LinkedIn-Post that he doesn't understand himself.

Increase engagement
➡️ We now post cats with speech bubbles more often.

Crisis communication
➡️ Someone said something embarrassing and we have two hours to calm the internet down.

Owned Media
➡️ The blog that nobody reads, but that we maintain regularly because the customer wants it.

eye level
➡️ We say “du” instead of “Sie”, but we still mean business class.

Conclusion

Despite all this speed, the truth is: those who communicate honestly win. Whether by email, memo, or meme.

Because the core of communication remains surprisingly analogue: a good story, well told…

Sierks Media / © Photo: ArturVerkhovetskiy, de.depositphotos.com