This is the third of six articles in the “Six PR Tactics that Grab Attention Like ‘Orange is the New Black’” series.

Today’s edition evaluates the element of concreteness.

Concrete ideas can be observed with the senses. Nonconcrete ideas are abstract. Abstract ideas can only be understood by someone who has prior education on the subject matter.

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An idea is concrete when everyone easily understands it. This is similar to the element of simplicity, insofar as a concrete message can be communicated quickly, efficiently and effectively. Concreteness facilitates the spread of a message by word-of-mouth.

OITNB does not use puzzling medical terminology, complex military lingo or enchanting fantasy diction like other television shows. It’s the law. It’s prison. It’s life. A communications campaign – whether it’s public relations, marketing or advertising – should not divert the audience’s attention by confusing them with complicated words.

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Viewers need no background education to understand the concepts discussed in each episode of OITNB. Understanding and enjoying the story is effortless. The audience doesn’t get confused or frustrated, and thus remains engaged.

As discussed in yesterday’s post, the show definitely focuses on relating to the masses, regardless of gender, race, ethnicity, sexual orientation or socioeconomic background. A concrete idea is easy to understand, and it’s definitely made to stick.