COM EPP2 SoSe2025 KEYWORDS

a trigger event

an incident that initiates a response

accessibility

design of products, environments, or systems to ensure they are usable by people of all abilities

active listening

fully concentrating, understanding, responding, and remembering what is being said during communication

attitude

settled way of thinking or feeling, typically reflected in someone's behaviour

authenticity

quality of being genuine or true to origin.

benchmark

comparing business performance against industry standards or competitors.

brand affinity

belief held by customers that a company aligns with their own values and philsophy

brand awareness

extent to which consumers are familiar with the qualities or image of a particular brand of goods

brand perception

how consumers view a brand based on their experiences and feelings

brand resilience

ability of a brand to withstand and recover from crises through effective communication and trust-building

code of ethics

set of principles that guide the professional conduct and decision-making within an organization

commitment

quality of being dedicated to a cause or activity

content creator

someone who creates written, graphical, video or audio content for audiences, especially in digital contexts

content marketing

creating and sharing online material that does not explicitly promote a brand but is intended to stimulate interest in its products or services

copywriting

the art of writing persuasive text for advertising or marketing purposes to encourage readers to take action

corporate social responsibility

business model where companies integrate social and environmental concerns into their operations and interactions with stakeholders

correlation / to correlate

relationship or connection between two or more variables where changes in one may affect the other

crisis escalation

worsening of a critical situation

crisis management

process for dealing with a disruptive and unexpected event that threatens to harm the organization or its stakeholders

crisis plan

strategy for dealing with a critical situation

cultural contagion

the spread of cultural elements from one society to another

customer anxiety

feelings of worry or unease among customers during a crisis

customer loyalty

likelihood that existing customers will continue to buy from a specific brand or company

decline / to decline

decrease or downward movement in value, quantity, or condition

demographics

race, gender, ethnicity, nationality, age, language, education

dip / to dip

slight or temporary decrease or drop in value or level

diversity

presence of differences in identity, background, or perspective within a group or organization

double-edged sword

something that has both positive and negative effects

emotional connection

bond formed between an organization and its stakeholders, often through empathetic and transparent communication

emotional resonance

ability of a brand or message to evoke strong emotional responses from its audience

employee advocacy

when people who work for a company take steps to promote their employer

employee engagement

level of enthusiasm and dedication an employee feels toward their job

employee experience

sum of all interactions an employee has with their employer, from recruitment to exit

employee retention

the ability of an organization to keep its employees from leaving their jobs

engagement rate

metric that measures the level of interaction that content receives from an audience, typically expressed as a percentage

equality

providing equal access, resources and opportunities

equity

ensuring fair treatment and access, esp. by addressing systemic disadvantages

flexibility policies

programs that allow employees to have control over their work schedules and conditions

fluctuation / to fluctuate

change or vary irregularly, often up and down

forecast / to forecast

prediction or estimation of future events or conditions based on analysis of available data

genuine

truly what something is said to be; sincere.

Global Reporting Initiative (GRI)

framework for companies to report on their sustainability impacts, focusing on economic, environmental, and social performance.

governance

structures and processes used for decision-making and leadership within an organization, ensuring transparency and accountability

gradual

slow, steady, and consistent

granular data

detailed, precise information that provides in-depth insights into specific aspects of a situation or process

implicit bias

unconscious attitudes or stereotypes that affect one's understanding and decisions

inclusion

creating environments where all individuals feel valued, respected, and empowered

inclusive communication

communication strategies that ensure all individuals feel valued and understood

indicator

sign, signal, or measure that provides information about the state or condition of something

integrity

the quality of being honest and having strong moral principles

legislation

process of making or enacting laws.

marketing savviness

the skills and knowledge to effectively promote products or services

media outlets

organizations or platforms that disseminate news, information, and entertainment to the public through various channels

misinformation

False or inaccurate information that is spread without the intent to deceive

native advertising

type of paid media where the ad experience follows the natural form and function of the user experience in which it is placed

negative repercussions

harmful consequences or outcomes

neurodiversity

recognition and inclusion of individuals with diverse neurological conditions such as autism or ADHD

omnichannel marketing campaign

marketing strategy that provides a seamless customer experience across multiple channels, such as online, in-store, and mobile

organizational culture

shared values, beliefs, and norms that influence the behavior of individuals within an organization

overall sentiment

general feeling or opinion

peak / to peak

highest point or maximum level of a trend or value

peer marketing engine

strategy leveraging customer recommendations to promote products

philanthropic efforts

charitable acts or other good works that help others or society as a whole

potential recruits

possible new hires

press release

written statement distributed to the media to announce newsworthy information

projection

estimate or prediction about future trends or outcomes

psychographics

thoughts, values, attitudes, experiences and personal background

public perception

collective opinion or attitude that the general population holds about a particular issue, individual, or institution

reassurance

act of removing doubts or fears, often achieved through open and honest communication

relatability

quality of being easy to understand or feel connected to

revenue

income generated from normal business operations

scarcity

limited availability of a product or resource

segment

part or portion of a larger whole, often used to divide a market or group

shared purpose

common goal or mission that unites a group of people

sharp

sudden, steep, or abrupt (change)

siloed communication

communication that is restricted within departments or teams, leading to a lack of information sharing across an organization

slogan

short, memorable phrase used in advertising and marketing to convey the essence of a brand or product

social listening tools

methods to track content and activity across social media platforms

social monitoring program

system for tracking social media activity

stagnant / to stagnate

not changing or developing; implies that there is little or no progress over a period of time

stakeholders

individuals or groups who have an interest in the outcome of a company's actions, including employees, customers, investors, and the community.

strategic alignment

process of arranging an organization's structure and resources to support its strategy and goals

structural racism

prejudice, discrimination or antagonism based on race or ethnicity and embedded in laws, policies and institutions

supply chain

network of organizations, people, activities, and resources involved in the production and distribution of a product or service

target audience

specific group of people a message or product is aimed at

testimonial

statement from a satisfied customer endorsing a product or service

textual content

written material used for communication

to amplify

to increase the impact, reach or size of something

to boost morale

to increase the overall sense of well-being, satisfaction, and confidence among employees within the workplace

to comply with regulations

to follow rules, laws or standards set by others

to disclose sensitive data

to reveal or share confidential information

to disseminate information

to spread or distribute information widely

to empower employees

to provide employees with the authority, resources, and confidence to take initiative and make decisions.

to engage with an audience

to interact with and capture the interest of an audience

to enhance brand reputation

to improve the public perception of a brand

to fine-tune sthg.

to make small adjustments to achieve the best or desired performance

to foster a sense of belonging

to promote a feeling of being accepted and included within an organization

to foster trust

to build confidence and reliability

to go rogue

to act unpredictably, erratically or dangerously

to greenwash

to promote a company as environmentally friendly without making significant sustainable efforts