tech prThe tech sector is the largest and the fastest growing industries in the world. Any public relations professional knows the importance of being tech savvy when it comes to sharing information, communicating with your audience, and creating your online brand.

In terms of PR and branding, we have benefited greatly from the wide reach of the web, from both a productivity and a marketing perspective. However, technology is forever changing, and at an extremely fast pace. Trying to keep up with new apps and the latest tech trends isn’t easy.

Familiarising ourselves with the terminology used in the tech industry is a great way to appreciate and understand technology better. This holds true even more for PR professionals whose role increasing rely on social media, big data and digital marketing.


SEO, or Search Engine Optimization, is the process of growing the online visibility of a website of a web page in a web search engine’s unpaid results. Unpaid results are also also referred to as ‘natural’, ‘organic’ or ‘earned’ results. Search engines like Google and Bing provide better visibility to websites that load faster as well as websites that align their content in terms of headings, description, and captioned images. If you want to be listed on the first page of Google results, then SEO is your best friend.

Big Data

Big data is exactly what you would think – large sets of data. However, to be more specific, in the tech world big data is also unstructured and too complex for traditional data-processing application software. Big data is used by marketing and PR teams to get an insight into the online behaviour of their audience.

See also  Companies and Audiences

Dark Social

Dark social refers to the social media traffic that isn’t publicly accessible. For instance, when people share content through private channels such as instant messaging programs, messaging apps, and email. This kind of activity is difficult to measure and presents a challenge when it comes to monitoring online referrals.


UGS refers to User Generated Content. UGC is any form of online content, including text, audio or videos, created by individuals about a product who are not associated with the company or brand. Examples of UGC include re-posting online reviews written by customers on your company website or Facebook page or creating a promotional video using footage submitted by clients.


Let’s say 500 people visit your website every day, of which 20 of them buy your product. Your goal is to get 30 of the 500 visitors to buy your product and you want to do that buy converting more website visitors into customers. This process of doing this is known as CRO, or Conversion Rate Optimization.

Bounce Rate

Bounce rate is the percentage of visitors to a particular website who only view a single page and then “bounce”, i.e. navigate away from the website. Bounce rate is a good metric to see how many visitors are not looking at or engaging with the content. This could be because a user has landed on a website with information that is not relevant or of interest to them.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.