> This blog is part of a six part series on all things PR Glossary Terms. Get around it if

  • You run a business and you need a PR campaign, self-managed or not.
  • You’re considering a career in PR.
  • You’ve graduated with a PR degree and want to talk the talk or at least understand it. (In my experience most PR graduates have never come across these everyday PR terms. Believe it).
  • You have a friend, child or sibling working in PR and you think PR is similar to Personal Assisting or some such, not sure, maybe.
  • You’re a client to a PR agency or considering hiring a PR agency. (You know you need their help but you’re not sure what they’re saying, or why or what the hell they’ll be doing when you book them).
  • You’re a supplier providing a service or collaborating with a PR agency.


Re-targeting: This is a form of digital advertising that re-markets to a consumer based on their online behaviours. Re-targeting essentially follows the consumer around in the form of pop-up digital ads to serve as a reminder of the product they have previously had an online interaction with or shown interest in. It’s an effective way to keep a business top-of-mind.

Responsive: Not that long ago you’d have to request that a web developer design your new website or digital content activation so that it is responsive. Now it’s a given because desktops are not the only way we consume digital content. Responsive refers to your online content resizing itself automatically depending on the device it’s being viewed from.

Meta Data: Content that is placed at the back-end of your website to optimise search results.

Paid Search: When you pay to optimise the search words relevant to your business – its website and online content. i.e. Google Ad Words, or Search Engine Optimisation and Marketing Agencies.

Organic Search: PR is the business of optimising stories, words and content around your business organically to optimise search and find opportunities for your business organically.

SEO: Search engine optimisation (organic search strategies i.e. blogging).

SEM: Search engine marketing (paid search) i.e. paid search strategies.

Evergreen: Content online that is forever to be found. It doesn’t expire. For example a Google Ad expires once you stop paying for it. A blog doesn’t.

EDM: Electronic Direct Marketing or Electronic Direct Mail. In other words an email promotion or newsletter that’s sent directly to a database and which is received by.

Ezine: A relatively new industry term which is already now defunct – ezine (not ezeen or e-z(i)ne) is an online magazine. No one uses this term any more since most print publications also have an online version of their publication. The two are no longer separate. Although some ezines don’t have print, however they’re just referred to as online outlets, or online magazines, or online publications. Following?!

Metrics: Measures of quantitative assessment commonly used for assessing, comparing, and tracking performance or production.

Quantitative Measurement: Boring but useful to know when an ad-suit or corporate client whips this out. Quantitative Measurement is the result or performance measured by the quantity or frequency of something. Not based on quality. At rara we’re more energised by well-placed, meaningful coverage as opposed to quantity.

Qualitative Measurement: A result or performance measured by the quality of something not the quantity. i.e. The length of the story and appropriateness of its placement. 

Bounce Rate: This refers to a website visit by one user who clicks onto a single website page and then exits the website. Bounce Rate usually indicates that the user wasn’t interested in what they found so they bounce off and go somewhere else.

Unique Page Views: Number of unique visitors to your website and the pages within it. The most common and valuable analytics measurement for online content and website performance. Multiple views from one user in a session are eliminated.

Page Views: Total number of times a page on the website have been viewed. If one person clicks multiple times on a page they will each be added and counted as a page view.

Unique Visitors: The number of people who visited your site during a selected period.

Unique Clicks: This is an aggregate on the number of times a link in your email was clicked by individual users. Repeated clicks on links are not considered unique.


About raraPR

raraPR is an Australian public relations, digital marketing and branding agency. We are PR mentors, brand boosters and community creators for business owners, industry leaders and entrepreneurs. What we do goes far beyond the typical PR agency.

Our Ethos
We’re a passionate team who thrive on creating content that works. Or in other words, tasteful brand assets that build equity for a business.
We’re driven by the purpose, the meaning and the stories behind why a business exists as much as the quality of the product or service.
We’re inspired by being around the start-up community, entrepreneurs, intrepreneurs, solopreneurs, creators, makers, thought-leaders, dreamers and seekers willing to go beyond the good for the truly great.
The desire to help people take their business to the next level and reach their potential drives everything we do.
We get excited about producing innovative and thoughtful PR, digital, social media and design outcomes.
We’re at our natural best when we’re connecting talent and bringing communities together inside and outside the company.
We collaborate and become a seamless extension of our clients’ team.
We see, listen, mentor, educate, inspire, support, direct, provide clarity and instil confidence within our team andour community.
We care about providing value, which is the fundamental centrepiece of what we do.
We’re all about honesty and integrity, authenticity and transparency. That’s how we roll.