News / Blog: Glossary / Lexicon

What is a media channel?

A media channel is a tool or platform through which information, news, or messages can be communicated to an audience. Media channels can be physical media such as newspapers, magazines or books, or digital media such as websites, social networks or email.

Some examples of different types of media channels include:

Print media: this includes newspapers, magazines, brochures, flyers, and posters.

Broadcast media: this includes television, radio, and podcasts.

Digital media: this includes websites, social networks, email, and mobile apps.

Direct marketing: this includes direct mail, telemarketing and face-to-face sales calls.

Event marketing: this includes trade shows, conferences, sponsorship events and press events.

Choosing the right media channel depends on various factors, such as the target group, the budget, the type of message, and the desired goal. A successful media strategy therefore requires a careful analysis of the target group and the available media channels to ensure that the information is conveyed effectively and appealingly and that the desired objectives are achieved.

What is a theme service?

A topic service is a service offered by media or PR agencies that helps companies and organizations place editorial content in the media. The topic service offers journalists a comprehensive selection of prepared content and ideas on various topics relevant to the medium's target group.

Typically, a topic service consists of a collection of press releases, background information, expert opinions, graphics, photos and other materials on a specific topic or industry. The content is prepared for journalists and can be integrated directly into their reporting.

A topic service can be an effective way for companies and organizations to showcase their expertise and knowledge in a particular industry and increase visibility in the media. By providing relevant content for journalists, they can achieve positive coverage and strengthen their image as an expert.

What is trade press relations?

Trade press relations, also known as B2B PR (business-to-business public relations), refers to the targeted communication of companies or organizations with trade media and industry publications to gain their attention and interest in relevant topics, products or services.

The goal of trade press relations is to promote coverage in the relevant trade media and position the company or organization as an expert in the industry. This enables the company to raise its profile, improve trust and credibility among its target audience, and attract new customers.

Trade press relations generally include the creation and distribution of press releases, the organization of trade meetings, the placement of trade articles and interviews, and participation in industry events. By targeting the relevant trade media, the company can ensure that its messages are perceived by the target group.

What is a communication concept?

A communication concept is a strategic plan or framework that outlines how an organization will communicate with its target audience. It includes the organization's key messages, communication goals, target audience, and communication channels to be used.

The communication concept is developed based on a thorough analysis of the organization's internal and external communication environment, taking into account the needs and interests of its stakeholders. The concept is then used as a guideline for all communication activities to ensure that they are aligned with the organization's overall communication strategy.

A communication concept typically includes the following elements:

Communication goals: The specific outcomes that the organization wants to achieve through its communication activities.

Target audience: The specific group or groups of people that the organization wants to reach and communicate with.

Key messages: The main ideas or themes that the organization wants to convey to its target audience.

Communication channels: The specific methods or platforms that the organization will use to communicate its messages to its target audience.

Evaluation: The process of measuring the effectiveness of the communication activities and making adjustments as necessary.

Overall, a communication concept is a valuable tool for ensuring that an organization's communication activities are purposeful, effective, and aligned with its overall goals and objectives.

What are Google Search Network Partners?

In addition to Google Search, the Google Search Network also includes various partner websites on which Google ads can be placed. These partner websites are part of the so-called Google search network partner network and can provide an additional opportunity for advertisers to target their ads to potential customers.

Google Search Network Partners are websites that have entered into an agreement with Google to display ads on the search network. These include, for example:

Websites of search engines such as AOL or Yahoo that use the Google search results network.

Websites of online directories or business directories such as Gelbe Seiten or Das Örtliche, for example

Websites of newspapers or magazines that place ads on their online platforms

These partner websites can be integrated into the search network in different ways. Some display ads only on specific pages or in specific sections of the site, while others display ads throughout the site. In either case, the same targeting options apply as for Google Search, and ads are served based on bids and relevancy criteria.

Using the Google Search Network Partner Program can mean more reach and visibility for advertisers, as their ads can be served on a larger number of sites. However, advertisers should note that the performance of ads on the Partner Network is often different than on Google Search itself, and therefore separate campaign optimization may be required.