Public Affairs 2.0 uses the word ‘digital’ a lot. It’s a term used frequently in the Public Relations and Public Affairs business, but it is not immediately clear to someone unfamiliar with our specific lexicon.
Fleishman-Hillard’s global digital team offers this definition:
Digital Communications (n.) Myriad of outbound communications tactics that leverage digital technology to deliver messages: e-mail, video, text messaging, online advertising, paid search, optimized press releases, podcasts, vodcasts, etc.
So, the display below standing out front of the European Parliament building in Strasbourg last week is not digital communications, though the affiliated website is a digital ‘tool’. Using both online and offline tools in a coordinated campaign is what we call integrated communications.