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INTERNATIONAL PUBLIC RELATIONS
GLOSSARY
1st edition – January 2013
Dear Friends :


On behalf of Worldcom Group, I am pleased to provide you with an e-glossary of
public relations and marketing terms from around the globe.

Many of these terms will undoubtedly be familiar, but there are hidden gems on every
page that provide insights on how public relations and communications are viewed
in different countries and regions. Our partner in Cape Town, South Africa offers us
“Blegging,” the practice of asking bloggers for free assistance. Our partner in Indonesia
captures the importance of reaching rural markets through “Community Audio Towers”
that narrowcast information about agriculture, health and nutrition. Our partner in
Japan offers us “Kizuna,” a term to describe a common hardship that unites people.

The nearly 400 entries in this e-glossary include terms that are playing an important
role in the evolving nature of our business. For example, we have long lived in a world
of “Paid Media” (advertising) or “Earned Media” (media relations). But communication
and persuasion are increasingly impacted by “Shared Media” (online and social media
sites where many voices compete for attention and relevance), “Promoted Media”
(paying to push content to a much larger audience than would access it organically)
and “Owned Media” (companiesorganizations creating and promoting content via
channels they control such as their websites, e-newsletters and blogs).

This e-glossary is a tangible symbol of why we are proud to be a member of Worldcom,
the largest, most established and respected partnership of independent agencies in
the world. As our clients increasingly engage in campaigns and business relationships
in every corner of the globe, they count on our agency and our 109 partners across six
continents to create effective, localized and culturally appropriate public relations and
marketing campaigns.

I hope you find value in this Worldcom e-glossary, and I wish you much success over
the coming year.




Corinna Voss
Global Chair
Worldcom Public Relations Group
GLOSSARY
TABLE OF CONTENTS
  #   4            H    13 – 14              P    19 – 21



  A   4–5           I   14 – 15              Q    21



  B   5–7           J   15                   R    21 – 22



  C   7 – 10        K   15                   S    22 – 25



  D   10 – 11       L   15 – 16              T    25 – 27



  E   11 – 12      M    16 – 18              U    27



  F   12 – 13      N    18                   V    27



  G   13           O    18 – 19             W     27




                Participating Worldcom Partners   28
1.5 Generation Used in the United States to native language, but adaptarrive as
                                             adolescents and retain their
                                                                          describe immigrants that
                                                                                                     socially
                                                   and culturally to the American lifestyle.

                                     24/7/365 24 hours a day/ 7 days a week/ 365 days a year; always occurring.
                                 360 Degrees Addressing the entire issue; seeing the whole picture.




A
                             Above the Fold A phrase used to describetermtop portion of the newspaper that
                                            lies “above the fold.” The
                                                                       the
                                                                           generally refers to the prominence
                                                   of a news article located on this part of the page.

                                         Access The right and ability to receive information.
                               Acculturation The process one’s own native culture. a dominant culture, while
                                             maintaining
                                                         of adopting elements of



                      Actionable Direction Instructions given that include measurable objectives.
                                   Activation Driving abrand so they have agrassrootsexperience and can
                                              with the
                                                       campaign from the
                                                                            personal
                                                                                     up; involving consumers

                                                   form their own perceptions rather than pushing down from the
                                                   company to the consumer.


                           Activist Investor An investor whomanagement of a company, often by nominating
                                             membership or
                                                             advocates change in the strategy, Board

                                                   dissident Board candidates or proposing other issues for approval
                                                   by shareholders in a proxy fight.


                                      Advance Givingwith theto one newsoforganization beforetime. to provide
                                              them
                                                     a story
                                                             advantage more preparation
                                                                                             others



                        Adversary Disarray A campaign to diminish or eliminate a competitor’s uniqueness.
    Advertising Equivalency Value (AEV) A common equation to compare media results withmedia
                                        placements in order
                                                            used to put a dollar value on
                                                                                          advertising
                                                   results; a measurement with noted problems, requiring one to
                                                   identify and weigh the pros/cons of the measurement before
                                                   providing the data to a client.

    Advertising Value Equivalency (AVE) See “AEV (Advertising Equivalency Value).”
                                  Advertorial Paid advertising in the(advertising)article; a combination of the
                                              words advertisement
                                                                      form of an
                                                                                   and editorial (article).


       Agencies of Collaboration (AOC) The agencies of an organization working together on given
                                       projects.


4
                   Agency of Record (AOR) An organization’s primary PR agency.
Algorithm A set of formulasservingcomputer uses to performoncertain
                          function, such as
                                            that a
                                                   up related content based
                                                                            a
                                                                              past
                                behavior and interest.

                Alignment Occurs when donors base their overall support on partner
                          countries’ national development strategies, institutions and
                                procedures.

                  Alliances Formal arrangements withexchangingorganizations for the purpose
                            of diversification and/or
                                                     external
                                                               information, hardware or
                                intellectual property.

                   AP Style The AP Stylebookprinciples and practices of for grammar,
                            punctuation and
                                             is a style and usage guide
                                                                        reporting; a
                                newspaper industry standard in the United States; typically used
                                in broadcast, digital and print media as well as public relations.


                        App A shorthandand developers for mobile applicationsamongon
                            consumers
                                        term for “application” made popular
                                                                              used
                                smartphones, tablets and other mobile devices.

    Augmented Reality A term virtual character, the blendinginformation areworld with to
                      reality;
                               used to describe
                                                images and
                                                             of the virtual
                                                                            perceived
                                be a part of the world that actually exists.

                     Avatar A digital representation of oneself; often a profile picture.




B
              Back Office A general term used to describeusually not client-facing asto
                         helping run the company itself;
                                                         the employees dedicated

                                opposed to sales/marketing.

              Background The history of a company or product and their environment.
                  Backlink Incoming links to your web page from another source on the
                           web.


    Backpack Journalist An emerging breed ofinclude: print, motion/video, blog/digital
                        platforms; these may
                                             reporter who files content on multiple

                                and social.

               Bad Bosses Not really people who are bad, but bosses who aren’t clear on
                          their needs and wants.


               Bandwidth Skills, time, ability or willingness to be able to do or accomplish
                         something.


                    Banner A graphical form of(468 × 60advertising; the best known is the so-
                           called full-banner
                                                online
                                                        pixels).


         Barrier to Entry An obstacle that makesduring messageentercampaign strategy
                          critical to understand
                                                 it difficult to
                                                                and
                                                                    a given market;

                                creation.

                     Barter The exchange of products and/or services without the use of
                            money.


5
                 Base Year The assessment period that corresponds with the date that a tax
                           base is established.
Before/ After Market The early morning or late afternoon hoursprefer to announce
                          exchanges are closed; companies usually
                                                                    when the major stock

                                    major news during these hours to avoid causing fluctuations in
                                    stock trading.


                  Benchmarks Measures of progress toward athe anticipated intervals prior to
                             the program’s completion, or
                                                            goal, taken at
                                                                           attainment of a
                                    final goal.

                       Big Data A data set that cannot be treated, skills due to its complexity
                                traditional database management
                                                                   measured or analyzed with

                                    and enormousness; may also refer to a large data set containing
                                    valuable customer information.


    Blanket Dissemination An undesirable out a targetedsending outanews releases that
                          entails sending
                                          approach for
                                                        release to broad and irrelevant
                                    audience with the hope that you will receive coverage.

                      Blegging Asking the blogosphere for assistance; begging via a blog.
                            Blog A particular type of website publishing multimedia content
                                 organized in posts.


                        Blogger Creatorexpress their aown views and are therefore more
                                free to
                                        or editor of blog; most bloggers consider themselves

                                    independent compared to online editors and print media
                                    journalists.


                 Blogosphere A network of interconnectedinternetforming a community; at
                             times used to reference the
                                                          blogs,
                                                                 as a whole.


                       Blogroll A list site;links to other relevanttraffic within theby a blogger on
                                their
                                       of
                                              a method of driving
                                                                    blogs, featured
                                                                                     blog community.


                   Boilerplate The final section including information on its size, locations,
                               business, usually
                                                 of a news release that summarizes a company’s

                                    products and markets.

                   Brainstorm A creative and collaborative session, one individual. sharing
                              of ideas and strategies by more than
                                                                    involving the open



             Brand Advocate An individualrecommendpositive experienceof thata brand within
                            extent they
                                           who has a
                                                     or speak favorably
                                                                        with brand to the

                                    their personal communities.

    Brand Ambassador (BA) An individual whoto individualsgrassroots level of a campaign to
                          deliver messaging
                                            works at the
                                                          on a word-of-mouth basis.


               Brand Loyalty The degree of commitment to one particular brand during a
                             certain period of time.


             Brand Narrative The story ofillustrated bybroughtmultimedia and/orseries of
                             milestones
                                           a company
                                                        print,
                                                               to life through a
                                                                                 digital
                                    channels.

6
                      Branding The right evolution for aand defining a brand; working to identify
                               the
                                   process of creating
                                                         brand.
BRICS A groupwith5acountries,influence and impactChina and South
                                                 Africa,
                                                         of
                                                               growing
                                                                         Brazil, Russia, India,
                                                                                                on regional and
                                                     global issues.

                                          Bridge Transition between the initial question and the messages that tell
                                                 the desired company story.


                         Briefing Document Background on background, reporter to prepare a client; may of
                                          include: outlet
                                                          a media opportunity
                                                                              background, an overview
                                                     the opportunity, messaging and recent articles from the reporter.

                            Broadcast Media The massthrough a television orand audio messaging, generally
                                            released
                                                     distribution of visual
                                                                            radio outlet.


                                          B-Roll Supplemental footage added throughout a final piece of video
                                                 content.


                                 Bullet Points Items inoffnews release orofothertext by typographical, circular
                                               are set
                                                        a
                                                          from the rest the
                                                                                 communication document that

                                                     marks, or “bullets;” symbols to show importance or make the text
                                                     easier to read.


    Business to Business Marketing (B2B) Marketing on behalf of a business, directed towards other
                                         businesses.


        Business to Consumer/Customer
                        Marketing (B2C) Marketing on behalf of a business, directed towards consumers.
                              Buzz Marketing Marketing activities people aboutencourage spontaneous
                                             discussion between
                                                                  designed to
                                                                               a specific product, service,
                                                     company or brand.

                                          Byline The name and title for the writer of an article, located
                                                 underneath the article’s headline.


                              Bylined Article A term usedoften recommendedtoindescribeas an opportunity for
                                              by a client;
                                                           in public relations
                                                                               B2B PR
                                                                                       an article authored

                                                     an organization’s leadership to demonstrate thought-leadership




C
                                                     within the industry.


                           Capacity Building Working with clientsinternal teams, which will support them in
                                             knowledge of their
                                                                   to improve and develop the skills and

                                                     delivering future communication and engagement activities.

                                    Case Study A brieftactics and strategies situation,the public relations
                                               of the
                                                       written analysis of a
                                                                             used by
                                                                                        followed by a description

                                                     professional to achieve a goal or objective for a client; may be
                                                     used synonymously with “casebook.”


                                     Casebook A comprehensive report that summarizes a body of information
                                              for a specific audience.


                                    Cattle Call Agency selection process involving numerous firms fromavarious
                                                locations; may be a disparaging phrase used to describe PR
                                                     selection process that is not handled in a professional fashion by
7                                                    the prospective client.
Cause Marketing A typebusiness and ainvolving the cooperative efforts ofbenefit;
                                               profit
                                                      of marketing
                                                                    non-profit organization for mutual
                                                                                                        a for-

                                                        may refer to any type of marketing effort for social and other
                                                        charitable causes, including in-house marketing efforts by non-
                                                        profit organizations.

                          CEO Profile Building A dedicatedposition of an organization’s designed to elevate the
                                              profile and
                                                          communications campaign
                                                                                       Chief Executive Officer.


                                         Channels The specific communications outlets used to reach your audience.
                                       Circle Back To return to placing it on hold. or topic of discussion after
                                                   temporarily
                                                                a project, subject,



                           Circle the Wagon(s) To wander aimlesslytheattempt to create the illusion ofthat
                                               while trying to find
                                                                   in
                                                                      solution to a problem in hopes
                                                                                                       progress
                                                        others will forget or that the problem will just go away.

                                      Circulation The numberinofa copiestimea period. that are printed and
                                                  distributed     given
                                                                         of publication



                  Civil Society Organizations Civic organizations, associations andand the state tooccupy the
                                              social space between the individual
                                                                                    networks that
                                                                                                    advocate
                                                        their common interests through collective action.

                                                 Clip Copy of a media appearance.
                                          Clipping Process outobtaining apublisheda on printappearance; may include:
                                                   cutting
                                                           of
                                                               an article
                                                                          copy of media
                                                                                             or securing a video clip
                                                        of a television appearance.

                                     Cold Calling Placing anhad no prior telephone call to an individual with whom
                                                  you have
                                                             unsolicited
                                                                         contact.


                                        Collateral Secondary documents that accompany or support PR activities.
                                    Collateral PR An unsolicited occur when a producta or servicesomeone else’s
                                                  coverage; may
                                                                 media placement as result of
                                                                                                  is compared
                                                        favorably to a competitor’s in an editorial.

                          Comment Marketing The process of identifying relevant blogs, news articles and
                                            forum conversations where companies can appropriately inject
                                                        their message into the conversation and increase backlinks.

                       Communications Audit A comprehensive review of an organization’s internal and
                                            external communications activities.


                 Communications Commons A term used to describe all physical spaces that are public
                                        property.


    Communications Competitive Analysis A comparison of an organization to its competitors in termsof
                                        of brand positioning and messaging, choice and capabilities
                                                        spokespersons, visibility through thought leadership, online
                                                        presence, awards and other public-facing aspects of the
                                                        organization.
8
Community Development Providing financial and/orinitiatives. to assist in
                                 community development
                                                           human resources



                 Community Manager The primarydevelopan online communityan entire digitalfacilitate,
                                   engage and
                                               role of
                                                       relationships across
                                                                            manager is to

                                              footprint; precise description may vary from organization to
                                              organization.


                 Consultation Fatigue Numerous companiesor projects over time, causing stakeholders
                                      a multitude of issues
                                                            consulting with particular communities on

                                              to feel tired and overwhelmed by the engagement process.

                   Consumer Behavior The study of thethey work totrends of product orpeople or
                                     organizations as
                                                      actions and
                                                                  obtain a
                                                                           individual
                                                                                      service.


          Consumer Price Index (CPI) Measurespurchasedinbythe price level of consumer goods and
                                     services
                                              changes
                                                           households.


                 Consumer Protection Consists of laws and organizations competition,ensure the rights
                                     of consumers, as well as fair trade
                                                                         designed to
                                                                                     and the free flow
                                              of truthful information in the marketplace.

                      Content Analysis A set of proceduresstandardized formatorganizing non-structured
                                       information into a
                                                            for collecting and
                                                                               that allows one to make
                                              inferences about the characteristics and meaning of written and
                                              otherwise recorded material.


                      Content Curation Gathering and collating online digital sources/channelsspecific
                                       subject or category, from a variety of
                                                                              content, about a
                                                                                               and
                                              presenting and delivering in an organized way; may be in the form
                                              of videos, articles, pictures, audio, etc.


                   Content Marketing A marketing activity or technique that appeals toby creating,
                                     attitudes toward purchasing a product or service
                                                                                      customers’

                                              organizing and distributing relevant content via online channels.

                     Conversationalist A person who product or company by discussing issues that area
                                       certain brand,
                                                      contributes to the spread of information around

                                              directly or indirectly related to those topics.

                                      Copy Written content; text.
                    Corporate Identity A strategically plannedvision andthe company based on
                                       corporate philosophy,
                                                               image of
                                                                        long-term goals.


    Corporate Social Responsibility The actionobligation to be aundertaking “corporateto fulfill a
                                    perceived
                                               of a corporation
                                                                responsible
                                                                            a program
                                                                                       citizen.”


                           Corrigendum Acceptance of mistakepicture, etc. usually a typo, incorrect
                                       designation, incorrect
                                                              by a publication;



                             Credentials Either the publishedorinformationno-cost presentation of to
                                         prospective clients an initial
                                                                           consultancies provide
                                                                                                  the
                                              consultancy’s capabilities.

9
Crisis/ Issues Management The processposition a companypublic discussionensuringan event
                                            that could
                                                        of responding to
                                                                          negatively and
                                                                                           around
                                                                                                  that
                                                       accurate and fair statements are being portrayed in the media.

                                    Critical Path A list of tasks necessary to complete a project; the ultimate alibi
                                                  in project management.


                              Cross Pollination In marketing, a redundantaterm usedmight learn from each other’s
                                                different departments in division
                                                                                    to describe how several

                                                       efforts.

                                 Crowdsourcing The practice of generating needed services, ideas, organization,
                                               from contributions by a large group outside of an
                                                                                                  or content

                                                       especially from the online community.

                                       Cue Sheet Briefingjournalist; help ashould cover theprepare thatan interview
                                                 with a
                                                          notes to
                                                                    cues
                                                                           spokesperson
                                                                                           issues
                                                                                                  for
                                                                                                       are likely to
                                                       arise in the interview and the correct approach for commenting
                                                       on them.


                  Customer Engagement (CE) Refers towith engagementorofacustomers interacting with one
                                           another,
                                                    the
                                                         a company       brand.


Customer Relationship Management (CRM) A widely implemented modelclients, and salescompany’s
                                       interactions with customers,
                                                                    for managing a
                                                                                    prospects.


                                           Cutline The textual informationcalled aacaption. illustration or graphic
                                                   which describes it; also
                                                                            below picture,




D
                                     Data Driven A communicationand contentthatthe strategy. determine
                                                 targeting, timing
                                                                   approach
                                                                            of
                                                                                uses data to



                                         Dateline The first distribution. release that states the city and date of the
                                                  release’s
                                                            line of a news



                                              Deck A stack of paper with words and numbers usedof PowerPoint idea
                                                   or project; often used to describe a collection
                                                                                                   to present an

                                                       slides.

                                        Desk Side See “Meet and Greet.”
                                         Dialogue The process of giving and receiving messages.
                                   Difficult FAQ A series of questions that are potentially problematic,questions
                                                to prepare a spokesperson for a company; usually the
                                                                                                       identified

                                                       least desired to be asked.

                                        Diffusion Communicatingcommunity. an innovative idea within a given
                                                  social space or
                                                                  and spreading



                                  Digital Divide Used totodescribeformsinequality between groups in terms of their
                                                 access digital
                                                                   the
                                                                         of technology.


10
                                  Digital Media A form of mediaelectronic/digital form. sharing information
                                                and messages in
                                                                that involves storing and
Digital News Release A news release that includesprovide the reporter with more
                                 links and other resources to
                                                              photos, videos, social media

                                         information. This helps spread the news more effectively through
                                         social media outlets.


                   Dipstick Survey A quick surveywithgauge ideas, reactions and opinions quick,
                                   subject. Done
                                                 to
                                                      a small but select sample to get a
                                                                                         on a

                                         effective view on a person, company, product or situation;
                                         usually aimed at media or top influencers.


                          Disclosure The act ofthat may influence an informationdecision. Companies
                                     company
                                                releasing all relevant
                                                                       investment
                                                                                  pertaining to a

                                         on major U.S. stock exchanges must follow all of the Securities
                                         and Exchange Commission’s disclosure requirements and
                                         regulations.

                     Due Diligence A reasonabledisclosure document to formthe parties believing in
                                   preparing a
                                                 investigation conducted by
                                                                            a basis for
                                                                                        involved
                                         that the statements contained therein are true and that no




E
                                         material facts are omitted.


                  Earned Content Content gained through methods other than financial payment
                                 (i.e. public relations).


                     Earned Media Coverageactions onthrough traditional and online TV, radio,
                                  relations
                                            obtained
                                                     any mass media (newspapers,
                                                                                   media

                                         internet) as opposed to paid coverage. Earned coverage is usually
                                         considered more credible, transparent and reliable but since it’s
                                         not controlled it can be unfavorable and hard to measure.

       Earnings Conference Call A publicly accessible call, often webcast,andwhich company
                                management discusses quarterly results
                                                                           in
                                                                              answers questions
                                         from analysts and investors.

                              E-Book A book that existsvia adigital form and candevice or otherviewed
                                     over the internet
                                                        in
                                                              computer, mobile
                                                                                 be shared and

                                         electronic reading platform; often contains digital text as well as
                                         images.


                           E-Dentity A term used to describe one’s online identity.
               Editorial Calendar The listing of specific times a publication will focus on special
                                  sections or special news reporting.


                    Effective Date The day a newly registered security can be offered for sale.
                            Embargo A warningon the release.not to publish a news item until the date
                                    specified
                                              to the media



     Employee Communications The ongoing effort and proactiveemployees communicate
                             regularly and transparently with
                                                              tactics to
                                                                         within an
                                         organization.

                            Endmark A symbol“the end.”the end of news copy and news releases to
                                    indicate
                                             used at

11
Engagement Involvement of onlineon digital media platforms interactivesocial
                     participatory actions
                                           users and communities in
                                                                     like blogs,
                                                                                 and

                             media networks and forums.

              Etiquette Understanding how to social cultures.dress and behave within
                        different business and
                                               properly act,



             Evergreen A story/pitchany time. won’t fade over time; may be pitched/
                       published at
                                     angle that



              Exclusive Giving a story to only one news organization to the exclusion of
                        all others.


        Experts Guide An experts guide is a compilation aofclient’s business, packaged
                      experts and spokespeople within
                                                            relevant information on

                             for journalists; may include: brief bios on each expert, headshots,
                             information on his or her area of expertise, etc.


              Exposure The extent to which the target audience becomesthrough of a
                       person, message, activity, theme or organization
                                                                        aware
                                                                              the




F
                             efforts of PR.

        Facebook Tab A landingwith your brandFacebook Page that allows users to
                     interact
                               page within a
                                              or access information/content.


             Fact Sheet A one-page document includes businesscompany’sinformation and
                        products and services;
                                               that describes a
                                                                contact
                                                                        history,

                             public relations contact information; often used for the media’s
                             reference.


               Fam Trip A tour organized by the organization or the agency for the seen
                        journalist to promote their facility or for recreation. Mostly
                             as re-creation and a paid holiday.

            Favor Bank The ongoing they willofreturn the action. person/group/
                       customer so
                                   process taking care of another



     Final Prospectus The prospectus that is printed after thecontains the information
                      effective and can be offered for sale. It
                                                                deal has been made

                             not available in preliminary prospectus, such as number of shares
                             issued and the offering price.


         Financial Aid Financial Aid in thethe subject ofisadefined as a grant orwith the
                       of money which is
                                            wider sense
                                                             formal agreement
                                                                                 loan

                             recipient government or institution. In practice it is all bilateral
                             aid except technical co-operation and administrative costs.


              Firestorm An outburst of unintended negative public discussion that has
                        reached self-sustaining levels.


                     Flag Use of anthat the point being covered is important. to the
                          reporter
                                    emphasis phrase or technique to indicate



                  FOMO An acronymare strategically designed to propel consumers into
                       campaigns
                                   for “fear of missing out.” Some consumer PR

                             action by creating a “fear of missing out” on the product or
12                           opportunity.
Freedom to Operate Unencumbered ability to conduct business based on societal
                            alignment.


                       Freelance A journalist or afor several companies. a project-by-project basis;
                                 usually working
                                                   consultant for hire on



                    Front Office A generalaterm used toclients; usuallyemployeescontact for to
                                servicing company’s
                                                       describe the
                                                                       points of
                                                                                 dedicated
                                                                                           the
                                      client.

               Full Court Press Making every conceivable effort to achieve the goal.
             Full-Service Shop A firm that offers a variety ofadvertising, marketing, etc.
                               PR, creative services, media,
                                                              ways to market clients, including



                   Fundi (‘Fundi) Expert (from Nguni “umfundisi” meaning teacher or preacher) -
                                  used in mainstream South African English.




G
               General Market Used in the UnitedisStates towhite;to the majority of the is
                              population, which largely
                                                           refer
                                                                  this traditional definition
                                      changing as the U.S. becomes increasingly diverse.

                    Ghostwriter A personindividual and speech, blog post or to that individual. for
                                another
                                         who writes a
                                                       attributes the piece
                                                                            newspaper article



                  Globalization The growing independence and interconnectedness of thecapital,
                                modern world through increased flows of goods, services,
                                      people and information.

                            Glocal Compound well knownGlobal and Local; Instead of doing business
                                   with major
                                              word with
                                                        companies, helping local small companies
                                      who are seeking new business opportunities in overseas markets.

                       Go Public Thestock to the public.aThis is done viacompany Public Offering
                                 of
                                      process by which privately held
                                                                         an Initial
                                                                                    first offers shares

                                      (IPO).

                    Goat Rodeo See “Cattle Call”
                 Greenblushing Limited or no information its commitment to and actions on



H
                                                          disseminated by an organization so
                               as to understate or ignore
                                      environmental responsibility; the opposite of greenwashing;
                                      coined and used by Dix & Eaton.


                 Greenwashing A PR/marketing tactic with the goalenvironmentallyanfriendly.
                              organization’s goals and policies as
                                                                   of presenting



     Gross Rating Point (GRP) Represents the If the advertisement appears morereached by an
                              advertisement.
                                             percentage of the target audience
                                                                               than once, the
                                      GRP figure represents the sum of each individual GRP.

                     Hacktivism A terminternet.describe electronic activism; usually taking place
                                on the
                                       used to



13
                         Hashtag A mechanism ofto a specific topiconorTwitter to reference that a
                                 tweet is related
                                                  tagging content
                                                                      event; see “Tag.”
Have Your Says A platform (online, face-to-face, overfeedback onthrough which
                                              stakeholders can provide meaningful
                                                                                     the phone)
                                                                                                particular
                                                      projects or issues.

                                  Heavy Lifting A personofortime, effort, coddlingseems to require an extra
                                                amount
                                                              situation that often
                                                                                   and special care.


                                                Hit A media placement; see “placement.”
                                 Holiday Tie-in Relating your campaign, releases etc. to a special event or
                                                holiday.


                                             Hook The piece of information or part of reporter.that is most likely to
                                                  gain the attention and interest of a
                                                                                       a pitch



                     Hooked to Move Faster Term for programsmission critical; there are usually improved
                                           initiatives that are
                                                                aligned with an organization’s internal

                                                      odds of resources being allocated to fast movers.

                Horizontal Communication The processenvironment. and democratic social interaction in an
                                         egalitarian
                                                     of voluntary




I
                                          Impact A lasting impression left on an audience.
                           Indaba (in-daa-bah) A conference or expo, from the isiZulu word meaning “a matter
                                               of discussion.”


                                     Indymedia A community for cyberspace networking made up of media
                                               activists.


                                      Influencer An individualonlinehas the power to affect people’s decisions and
                                                behaviors in
                                                              who
                                                                    and offline social networks.


                       Influencer Marketing Agroup, known as influencers, rather thanreputable membersaof
                                           a
                                             marketing strategy that focuses on key,
                                                                                     the community as
                                                      whole.

                                    Insight-Led Effective communication strategies developed using research and
                                                knowledge.


                             Intangible Assets Assets that are not physical in nature,brandas patents,
                                               trademarks, copyrights, goodwill and
                                                                                      such
                                                                                            recognition.


                        Integrated Campaign Using a range of marketing techniques to communicate
                                            consistent messages to the target audience.


     Integrated Communications Program A coordinated communicationsincluding media relations, direct
                                       variety of channels potentially
                                                                       program encompassing a

                                                      marketing, social media, websites, blogs, direct and experiential
                                                      marketing, stunts, events, sponsorships, community relations, etc.


14
Integrated Marketing The integration of all marketinginto a seamless process/program
                                      tools to platforms and sources,
                                                                       communication strategies, from

                                                 that maximizes the impact on an audience.

                              In-the-Field Travel or relocation to the site of key issues,toand deal directly
                                           experience and understanding
                                                                            of a project gain hands-on

                                                 with stakeholders.

                     Issue Risk Ranking Exerciseprioritize response preparation when impact; used as are
                                        tool to
                                                 designed to calculate probability of
                                                                                      multiple issues
                                                                                                      a




JK
                                                 in play.

                                     Junket See “Fam Trip”
                          Key Messaging Well considered, articulated and tailored messages for specific
                                        target segments.


            Key Opinion Leader (KOL) Individualscredible information to endorsetheir own fields, or
                                     providing
                                                 who are considered experts in
                                                                                client’s products
                                                 services.

     Key Performance Indicator (KPI) A set of quantifiable measures thatin companymeeting their
                                                                        a
                                     to gauge or compare performance terms of
                                                                                 or industry uses

                                                 strategic and operational goals.

                     Key Success Factor Agiven market,that is required to establish business industrialin
                                        a
                                          critical fact
                                                        usually gained from the analysis of
                                                                                             missions

                                                 environments.

               Killing Our Own Lunch Creating an event or campaign the client hadn’t conceived
                                     previously.


                                     Kizuna Used to describe howused in reference to the March 2011 tsunami.
                                            Japanese term often
                                                                 a common hardship unites people; a



                               Know How The expertise in certain activities.




L
                    Landscape Analysis An analysis based on the PESTLEenvironmental. economic,
                                       social, technological, legal and
                                                                        concept – political,



                    Language Exclusive A term used whenmedia landscape, whereinterviews, especially
                                       in a multi-lingual
                                                          pitching for exclusive
                                                                                 the interview will be
                                                 offered to one media outlet per language.

                                Lead Time Periodmaterial (e.g. stories, videothe media require etc.).
                                          their
                                                 of time that members of
                                                                              clips, soundbites,
                                                                                                 to prepare



                      Lead Underwriter The underwriter who, among other things, is inparticipation
                                       organizing the syndicate, distributing member
                                                                                      charge of

                                                 shares and making stabilizing transactions.

                                     Legacy A lasting impression left on an audience.
                 Lekgotla (lek-ghot-lah) A planning or strategy session.
15
Leveling the Playing Field Restructuring acompetitive landscape. to create an equally
                                          advantageous
                                                          market segment in order



                                    Lifeworld All of community. and relationships between individuals in a



M
                                                     the interactions
                                              given


                                     Lobbying Those aspects governmental or statutory bodies orinvolving
                                              relations with
                                                             of public relations communication
                                                                                                 their semi-
                                                   official organizations through sophisticated use of political
                                                   intelligence and pressure.


                                     Location A site for conventions, meetings, etc.
                                 Mailing List Databasebe sent information information forusually comprised of
                                              that will
                                                        containing contact
                                                                           or invitations;
                                                                                           a target audience
                                                   members of the media.

     Market Capitalization (Market Cap) A measure by the total value of a company’s outstanding shares,
                                                  of
                                        calculated multiplying the number of shares by the price per
                                                   share.

          Master of the Obvious (MOTO) A disparaging term used to describe a usually who makes the
                                       statements that are already apparent;
                                                                             person
                                                                                     done to create
                                                   illusion of worthwhile participation.

                                    Masthead The formal statement descriptive information; usually printed on
                                             publication and other
                                                                   of the publication’s name, officers, place of

                                                   the editorial or op-ed page.

                                Mat Release A short article created by an organization to promotenewspapers
                                            or to inform or educate consumers; provided free to
                                                                                                  an event

                                                   and other print outlets.

                     Material Information Information company’s stock price. to have a potentially large
                                          impact on a
                                                      that is important enough



                                 Media Alert A written notice sent to media providing information including
                                             who, what, when, where, and why; typically only used in
                                                   reference to more timely news.

                              Media Fatigue Overexposure to all forms of media causing individualsmedia as a
                                            exhausted and overwhelmed; may pull away from the
                                                                                                   to feel

                                                   result.

                                    Media Kit Key informationonlineisand offers andrelevant information in one
                                              may be print or
                                                              that compiled
                                                                                all
                                                                                    distributed to the media;

                                                   convenient location.

                          Media Landscape See “Landscape Analysis”
                         Media Monitoring Tracking coverage of media hits for clients, competitors or your
                                          own organization; see “Media Tracking.”


                               Media Profile An internal document that prepares apoints and background on
                                            outlines potential questions, talking
                                                                                  client for an interview;

                                                   the reporter and media outlet.

16
Media Relations Any correspondence with building relationships with reporters,
                                           your clients; may include:
                                                                      the media for your organization or

                                                  pitching stories, distributing news releases, responding to
                                                  reporters, etc.


                                 Media Tour A collection of scheduled media eventsmeeting withthat
                                            require traveling to various outlets and
                                                                                     for a client
                                                                                                  members
                                                  of the press; usually more formal than a “Meet and Greet”
                                                  with an emphasis on relationship-building and securing media
                                                  placements.

                            Media Tracking Noting and documenting coverage.
                                           activity; recording media
                                                                     media placements as a result of PR



                            Media Training Preparing high-ranking position, members of the media;or VIP. a
                                           person in
                                                     a client to speak with
                                                                            such as President, CEO
                                                                                                   often



                                Media-genic Attractive and appealing to viewers and readers of the news
                                            media.


                           Meet and Greet Taking clientsto the media at the media outlet’s office; may result
                                          and services,
                                                         to meet and introduce themselves, their products

                                                  in a story but it is not expected.

                                        Meme A thought,users. concept or idea that is shared by a large number
                                             of online
                                                        joke,



            Merchandising a Placement The story to of laying out results;clip with the screen shotsbanner
                                      and
                                          process
                                                   beautify the
                                                                 a print
                                                                         may include
                                                                                       publication
                                                                                                    for a
                                                  broadcast clip.

                       Message Discovery The processevaluating competitive positioning, marketand external
                                         audiences,
                                                     of talking with an organization’s internal
                                                                                                strengths,
                                                  weaknesses, opportunities and challenges to determine the
                                                  unique value, message pillars and supporting proof relevant to
                                                  target audience segments and functions.

                                  Messaging Choosing the proper words to be effective and clear in stating
                                            important information.


                              Methodology The strategic processprinciples, andaccomplishregulatingsetgiven
                                          system of methods,
                                                                followed to
                                                                               rules for
                                                                                          a task; a
                                                                                                    a
                                                                                                      or

                                                  discipline.

                              Middle Office In financial services companies, the employees that oversee the
                                           firm’s various financial positions and transactions.


                                      Mission The main purpose of a company.
                        Mobile Marketing Marketing on or with ainmobile device (ie: cell phone usingroad
                                         Marketing); marketing a moving fashion (ie: technology
                                                                                                     SMS

                                                  shows or moving billboards).

     Monthly Engaged Users (Facebook) The number of people who engaged(e.g., like, clickingon aview
                                      day. Engagement includes any click
                                                                         with your page
                                                                                            to
                                                                                                given

                                                  media, etc.) or story created (e.g., posting a photo to a page,
                                                  leaving a wall post).
17
Motivation Letter media. to introduce a source and story idea to a member
                                           of the
                                                  written



                               MRP Report Tools usedan acronym for Media RatingquantityReport.
                                          coverage;
                                                     to measure the quality and
                                                                                Points
                                                                                        of media



                             Multicultural Usedisincreated by the joining describe a single societal identity
                                           that
                                                    the United States to
                                                                          of various cultures, ideas and




NO
                                                 beliefs.

                                  Narrative The story arc or long form version of a marketing campaign.
                                            “Narrative” often describes how smaller ideas/themes/messages
                                                 actually function as part of a larger marketing program.

                              Newsjacking Tapping into ancompany/organization; story toby David Meerman
                                          attention for a
                                                          existing breaking news
                                                                                 coined
                                                                                        get media

                                                 Scott.

                              Off Message When a spokesperson in an interview strays from the desired
                                          company message during questioning.


                                  Off Script See “Off Message”
                           Off the Record In an in the story.
                                          used
                                                interview, information provided at the request that it’s not



                          On Background In an interview, information providedhistory; may be incorporated
                                        context, background information or
                                                                              to a journalist to give

                                                 into the story.

                           On the Record In an interview, information the interviewee shareswill be used in
                                         interview or observations by the interviewer that
                                                                                             during an

                                                 the story.

                                      On-Air A phrase denoting refersthe information is currently being
                                             broadcast; usually
                                                                that
                                                                      to someone speaking on radio or
                                                 television.

                             One-on-Ones Individual meetings where views and opinions directly to
                                         opportunity to voice their
                                                                    stakeholders are given the

                                                 representatives of the organization in question.

                           Online Chatter The scanningtargetmonitoringandonline discussions to better
                                          understand
                                                        and
                                                            audiences
                                                                      of
                                                                          determine the topics, factors
                                                 and issues most important to them.

     Online Community Management Theresponses to posts online. of proactive messages as well
                                 as
                                      development and distribution



      Online Newsroom (E-Newsroom) A sectionmaterials (e.g. news releases, biographies, fact sheets,
                                   friendly
                                             of a website specially designed to house media-

                                                 backgrounders, images, etc.) that can be viewed and/or
                                                 downloaded by journalists for stories on an organization.


                          Online PR (E-PR) Involves communications using the Internet include tactics from
                                           communicate with stakeholders. This could
                                                                                       to digitally

                                                 using the company website effectively, to a word-of-mouth
                                                 campaign using email (known as viral marketing).
18
Online Press Kit (E-Press Kit) A website with a descriptive URL for mediaa interested in viewing
                                    and/or downloading materials promoting specific news event
                                           (e.g. a product launch, exhibit opening, anniversary celebration,
                                           opening, etc.); generally have a finite lifespan online that aligns
                                           with promotions for the event or occasion.

                On-the-Front-Line Referssituation. Seedirectly-involved and exposed position in a
                                  given
                                         to the most
                                                      also, “In-the-Field.”


                    On-the-Ground See “In-the-Field”
                                 Op-Ed Newspaper article stating awritten by opinion; authored by an
                                       external source and often
                                                                   personal
                                                                             a proponent or opponent
                                           of a cause or action.

                   Open Publishing Enables anyone who is connected toor text. to the creation
                                   of an on-line document, be it visual
                                                                        contribute



                Opportunity Costs The losses incurred if you take no PR action.
                            Optimize To write or rework so as to maximize online search results.
                                   Owl A name for the client’s lead decision-maker in the PR firm
                                       selection process.


                      Owned Media Companymobile site, blog, e-newsletter, fan pagesplatforms
                                  (website,
                                            or brand contents published on closed
                                                                                    on social
                                           networks, branded twitter channel); allows for the formation of




P
                                           long-term relationships with an existing audience and enhances
                                           earned media.

                          Paid Media Purchased advertising.
                       Parallel Paths A colloquial phrase used in business to describethat have the
                                      between two separate parts of a greater whole
                                                                                       collaboration

                                           same tendency or direction.

                                Park It Defer discussion or action on an agenda item.
                          Pay-to-Play A media opportunity that requires payment for the privilege of
                                      participation.


                 Perfuming the Pig Taking a failedand communications. and re-positioning it with
                                   new branding
                                                   product or company



                     Personal Brand Delivering unique brand value tobeyond conventional channels in
                                    communication and interaction
                                                                     consumers by extending

                                           order to form a brand partnership and loyalty.

                          Phone Tour A series of briefings arranged with target media andprofile an
                                     influencers to discuss company and product news,
                                                                                         industry

                                           executive and build relationships; often a cost efficient method
19                                         enabling a broader and more rapid reach.
Photo Op An opportunity for photographs to be taken; more formally,
                                  “Photograph Opportunity.”


                            Pick-up Stories generated from a specific campaign or piece of content.
                     Pick-up Rate The number of stories generated from a campaign within a
                                  certain time frame.


                      Pinteresting An internetreference item worth pinning to one’s Pinterestwords
                                   for future
                                                page or
                                                         or inspiration; a combination of the
                                                                                              boards

                                        “Pinterest” and “interesting.”

                               Pitch A letter to a member an the media,productto catch his or her
                                                          of
                                     interest; may request interview,
                                                                        mainly
                                                                               demonstration, or
                                        other call to action.

                               Pithy Brief and forceful.
                        Placement Content usually in a particular media outletfeatures a client.
                                  activity;
                                            placed
                                                   referring to an article that
                                                                                as a result of PR



     Pocketbook Stakeholders Entities involved in an issue that have a financial and emotional
                             interest in the outcome.


            Point-of-View (POV) The position or outlook from which a story or idea is narrated.
                       Positioning How a brand is ranked in a certain market.
                   Power Blogger A blogger who influences others to buy some products or they
                                 services by writing a positive review about the products that
                                        used or purchased.

                  PowerPointless The spicingand seemingly important yet uninformative pictures
                                 animation
                                             up of business presentations with unnecessary

                                        copied from the Internet, charts and graphs. Result: More sizzle
                                        than substance.


                   PR Multipliers Metrics usedofinpublicity. for the value of pass-along
                                  impressions
                                                   PR to account



                         PR Poppie A disparaging term for a person that values blatant publicity over
                                   strategic PR.


                          PR Value The monetary what thePR, determined by quantifyingbeen.
                                   coverage with
                                                 value of
                                                          advertising cost would have
                                                                                      PR



                    Press Briefing A more informal pressare invited toinattend but notmay not be
                                  breaking news; media
                                                        conference which there
                                                                                      necessarily
                                        expected to cover a story.

20
               Press Conference A meeting organized for thequestions of distributing information
                                to the media and answering
                                                           purposes
                                                                     from reporters.
Press Kit See “Media Kit”
                          Press Office A PRto limited internalclient who needs a window to the media
                                      due
                                           agency role for a
                                                              staffing.


                       Press Release An announcement of an event, performance, new product/
                                     service/hire or other newsworthy statement presented by
                                           its promoters to the media for editorial comment and broad
                                           coverage.


     Producer/Show Coordinator Thepitch letters whenTV, appearance needs to be arranged or
                               to
                                   staff person at a
                                                     an
                                                        radio or cable station who responds

                                           booked.

                    Product Review The result offering; oftenmedia outlet atofeature or anda write about
                                   a product
                                              of securing a
                                                              included as
                                                                              evaluate
                                                                                        in round-up
                                           comparison of multiple products perceived as competitors.

                   Promoted Media Media content that is beingwould reach through viral or organic
                                  to a larger audience than it
                                                               “pushed” through paid promotion

                                           means.

                             Promoter A person used to represent a brand at events.
                              Proposal Plan outlining a possible PR campaign.
                          Proxy Fight A contest betweeninan activist investor and ato persuadeboard
                                      and management which the two sides try
                                                                                    company’s

                                           shareholders to vote in favor of their proposals or board




QR
                                           candidates at an upcoming annual meeting.


                    Public Relations Public relations is a strategic communication process thatand their
                                     mutually beneficial relationships between organizations
                                                                                                builds

                                           publics.

                       Public Sphere An area in social lifediscuss issues; the spacecome togetheropinion
                                     freely identify and
                                                            where individuals can
                                                                                     where public
                                                                                                  to

                                           is formed.

                        Public-Facing The presence or “face” that an organization puts in front of the
                                      public.


        Q&A (Question and Answer) A document that presentsthose questions; to be asked and for a
                                  clear, accurate answers to
                                                             questions likely
                                                                              often prepared
                                           spokesperson to help with questions from media.

                    Radio Actuality A fully-produced, 30- toedited by a communications/PRisagency
                                    scripted, recorded and
                                                             45-second radio segment that

                                           and distributed to radio stations on behalf of a client; used on
                                           news radio programs to promote an event or to inform and
                                           educate the audience.

                                  Reach The estimated number of readers, listeners or viewers that are
                                        exposed to content placement.


21
                             Realtime An approachtotoreal-world eventsand marketing that focuses on
                                      responding
                                                       public relations
                                                                        immediately.
Real-Time Data Tracking Monitoring a trend in data as it’s occurring.
                               Redemption Positive result on a brand activity.
                                     Reprint An additional copy of a aparticular media placement; usually from
                                             the publication and for fee.


               Reputation Management The process of building and protecting the reputation of a
                                     company or brand.


             Request for Proposal (RFP) Bidding process issued during initial engagement where a and
                                        company extends an invite with their needs, requirements
                                                 qualifications for upcoming work.

      Request for Qualifications (RFQ) Possiblefor next steps on new business; used when prospecting
                                      qualify
                                               partners/suppliers submit company capabilities to

                                                 work.

                  Resource Mobilization Refers toof and engagement anda business aspects involved in the
                                        creation
                                                  the organizational
                                                                     in social movement.


                                 Retraction A media correction of information previously andshared was
                                            reported with acknowledgment the information
                                                                                              erroneously

                                                 incorrect and there was a problem with the article.

          Return on Engagement (ROE) The return a client will media alternative to ROI. on a social
                                     media platform; social
                                                              receive from engagement



            Return on Investment (ROI) Generally, book income as a proportion of net book value.
                                    ReTweet Re-posting a user’s tweet preceeeded by “RT” platform, Twitter;it
                                            the re-posted message is
                                                                      on the social media
                                                                                          announcing that
                                                 is a ReTweet.

                    Riding a Move Faster See “Hooked to a Move Faster”
                                Road Show A tour taken include: institutional investors, analystsinterest;
                                          invitees may
                                                       by a company before its IPO to attract
                                                                                                  or money
                                                 managers, but NOT members of the media; also known as the




S
                                                 ‘Dog and Pony Show.’


                                 Scaling Up Identifyinginthe most effective ways to channelgoal.
                                            resources order to maximize impact of a PR
                                                                                            additional



     Search Engine Optimization (SEO) Improving a website’s ranking on organic search engine results.
                                       Sector An area of focus in a PR campaign; an industry.
22
Worldcom Releases "International Public Relations e-Glossary"
Worldcom Releases "International Public Relations e-Glossary"
Worldcom Releases "International Public Relations e-Glossary"
Worldcom Releases "International Public Relations e-Glossary"
Worldcom Releases "International Public Relations e-Glossary"
Worldcom Releases "International Public Relations e-Glossary"

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Worldcom Releases "International Public Relations e-Glossary"

  • 2. Dear Friends : On behalf of Worldcom Group, I am pleased to provide you with an e-glossary of public relations and marketing terms from around the globe. Many of these terms will undoubtedly be familiar, but there are hidden gems on every page that provide insights on how public relations and communications are viewed in different countries and regions. Our partner in Cape Town, South Africa offers us “Blegging,” the practice of asking bloggers for free assistance. Our partner in Indonesia captures the importance of reaching rural markets through “Community Audio Towers” that narrowcast information about agriculture, health and nutrition. Our partner in Japan offers us “Kizuna,” a term to describe a common hardship that unites people. The nearly 400 entries in this e-glossary include terms that are playing an important role in the evolving nature of our business. For example, we have long lived in a world of “Paid Media” (advertising) or “Earned Media” (media relations). But communication and persuasion are increasingly impacted by “Shared Media” (online and social media sites where many voices compete for attention and relevance), “Promoted Media” (paying to push content to a much larger audience than would access it organically) and “Owned Media” (companiesorganizations creating and promoting content via channels they control such as their websites, e-newsletters and blogs). This e-glossary is a tangible symbol of why we are proud to be a member of Worldcom, the largest, most established and respected partnership of independent agencies in the world. As our clients increasingly engage in campaigns and business relationships in every corner of the globe, they count on our agency and our 109 partners across six continents to create effective, localized and culturally appropriate public relations and marketing campaigns. I hope you find value in this Worldcom e-glossary, and I wish you much success over the coming year. Corinna Voss Global Chair Worldcom Public Relations Group
  • 3. GLOSSARY TABLE OF CONTENTS # 4 H 13 – 14 P 19 – 21 A 4–5 I 14 – 15 Q 21 B 5–7 J 15 R 21 – 22 C 7 – 10 K 15 S 22 – 25 D 10 – 11 L 15 – 16 T 25 – 27 E 11 – 12 M 16 – 18 U 27 F 12 – 13 N 18 V 27 G 13 O 18 – 19 W 27 Participating Worldcom Partners 28
  • 4. 1.5 Generation Used in the United States to native language, but adaptarrive as adolescents and retain their describe immigrants that socially and culturally to the American lifestyle. 24/7/365 24 hours a day/ 7 days a week/ 365 days a year; always occurring. 360 Degrees Addressing the entire issue; seeing the whole picture. A Above the Fold A phrase used to describetermtop portion of the newspaper that lies “above the fold.” The the generally refers to the prominence of a news article located on this part of the page. Access The right and ability to receive information. Acculturation The process one’s own native culture. a dominant culture, while maintaining of adopting elements of Actionable Direction Instructions given that include measurable objectives. Activation Driving abrand so they have agrassrootsexperience and can with the campaign from the personal up; involving consumers form their own perceptions rather than pushing down from the company to the consumer. Activist Investor An investor whomanagement of a company, often by nominating membership or advocates change in the strategy, Board dissident Board candidates or proposing other issues for approval by shareholders in a proxy fight. Advance Givingwith theto one newsoforganization beforetime. to provide them a story advantage more preparation others Adversary Disarray A campaign to diminish or eliminate a competitor’s uniqueness. Advertising Equivalency Value (AEV) A common equation to compare media results withmedia placements in order used to put a dollar value on advertising results; a measurement with noted problems, requiring one to identify and weigh the pros/cons of the measurement before providing the data to a client. Advertising Value Equivalency (AVE) See “AEV (Advertising Equivalency Value).” Advertorial Paid advertising in the(advertising)article; a combination of the words advertisement form of an and editorial (article). Agencies of Collaboration (AOC) The agencies of an organization working together on given projects. 4 Agency of Record (AOR) An organization’s primary PR agency.
  • 5. Algorithm A set of formulasservingcomputer uses to performoncertain function, such as that a up related content based a past behavior and interest. Alignment Occurs when donors base their overall support on partner countries’ national development strategies, institutions and procedures. Alliances Formal arrangements withexchangingorganizations for the purpose of diversification and/or external information, hardware or intellectual property. AP Style The AP Stylebookprinciples and practices of for grammar, punctuation and is a style and usage guide reporting; a newspaper industry standard in the United States; typically used in broadcast, digital and print media as well as public relations. App A shorthandand developers for mobile applicationsamongon consumers term for “application” made popular used smartphones, tablets and other mobile devices. Augmented Reality A term virtual character, the blendinginformation areworld with to reality; used to describe images and of the virtual perceived be a part of the world that actually exists. Avatar A digital representation of oneself; often a profile picture. B Back Office A general term used to describeusually not client-facing asto helping run the company itself; the employees dedicated opposed to sales/marketing. Background The history of a company or product and their environment. Backlink Incoming links to your web page from another source on the web. Backpack Journalist An emerging breed ofinclude: print, motion/video, blog/digital platforms; these may reporter who files content on multiple and social. Bad Bosses Not really people who are bad, but bosses who aren’t clear on their needs and wants. Bandwidth Skills, time, ability or willingness to be able to do or accomplish something. Banner A graphical form of(468 × 60advertising; the best known is the so- called full-banner online pixels). Barrier to Entry An obstacle that makesduring messageentercampaign strategy critical to understand it difficult to and a given market; creation. Barter The exchange of products and/or services without the use of money. 5 Base Year The assessment period that corresponds with the date that a tax base is established.
  • 6. Before/ After Market The early morning or late afternoon hoursprefer to announce exchanges are closed; companies usually when the major stock major news during these hours to avoid causing fluctuations in stock trading. Benchmarks Measures of progress toward athe anticipated intervals prior to the program’s completion, or goal, taken at attainment of a final goal. Big Data A data set that cannot be treated, skills due to its complexity traditional database management measured or analyzed with and enormousness; may also refer to a large data set containing valuable customer information. Blanket Dissemination An undesirable out a targetedsending outanews releases that entails sending approach for release to broad and irrelevant audience with the hope that you will receive coverage. Blegging Asking the blogosphere for assistance; begging via a blog. Blog A particular type of website publishing multimedia content organized in posts. Blogger Creatorexpress their aown views and are therefore more free to or editor of blog; most bloggers consider themselves independent compared to online editors and print media journalists. Blogosphere A network of interconnectedinternetforming a community; at times used to reference the blogs, as a whole. Blogroll A list site;links to other relevanttraffic within theby a blogger on their of a method of driving blogs, featured blog community. Boilerplate The final section including information on its size, locations, business, usually of a news release that summarizes a company’s products and markets. Brainstorm A creative and collaborative session, one individual. sharing of ideas and strategies by more than involving the open Brand Advocate An individualrecommendpositive experienceof thata brand within extent they who has a or speak favorably with brand to the their personal communities. Brand Ambassador (BA) An individual whoto individualsgrassroots level of a campaign to deliver messaging works at the on a word-of-mouth basis. Brand Loyalty The degree of commitment to one particular brand during a certain period of time. Brand Narrative The story ofillustrated bybroughtmultimedia and/orseries of milestones a company print, to life through a digital channels. 6 Branding The right evolution for aand defining a brand; working to identify the process of creating brand.
  • 7. BRICS A groupwith5acountries,influence and impactChina and South Africa, of growing Brazil, Russia, India, on regional and global issues. Bridge Transition between the initial question and the messages that tell the desired company story. Briefing Document Background on background, reporter to prepare a client; may of include: outlet a media opportunity background, an overview the opportunity, messaging and recent articles from the reporter. Broadcast Media The massthrough a television orand audio messaging, generally released distribution of visual radio outlet. B-Roll Supplemental footage added throughout a final piece of video content. Bullet Points Items inoffnews release orofothertext by typographical, circular are set a from the rest the communication document that marks, or “bullets;” symbols to show importance or make the text easier to read. Business to Business Marketing (B2B) Marketing on behalf of a business, directed towards other businesses. Business to Consumer/Customer Marketing (B2C) Marketing on behalf of a business, directed towards consumers. Buzz Marketing Marketing activities people aboutencourage spontaneous discussion between designed to a specific product, service, company or brand. Byline The name and title for the writer of an article, located underneath the article’s headline. Bylined Article A term usedoften recommendedtoindescribeas an opportunity for by a client; in public relations B2B PR an article authored an organization’s leadership to demonstrate thought-leadership C within the industry. Capacity Building Working with clientsinternal teams, which will support them in knowledge of their to improve and develop the skills and delivering future communication and engagement activities. Case Study A brieftactics and strategies situation,the public relations of the written analysis of a used by followed by a description professional to achieve a goal or objective for a client; may be used synonymously with “casebook.” Casebook A comprehensive report that summarizes a body of information for a specific audience. Cattle Call Agency selection process involving numerous firms fromavarious locations; may be a disparaging phrase used to describe PR selection process that is not handled in a professional fashion by 7 the prospective client.
  • 8. Cause Marketing A typebusiness and ainvolving the cooperative efforts ofbenefit; profit of marketing non-profit organization for mutual a for- may refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non- profit organizations. CEO Profile Building A dedicatedposition of an organization’s designed to elevate the profile and communications campaign Chief Executive Officer. Channels The specific communications outlets used to reach your audience. Circle Back To return to placing it on hold. or topic of discussion after temporarily a project, subject, Circle the Wagon(s) To wander aimlesslytheattempt to create the illusion ofthat while trying to find in solution to a problem in hopes progress others will forget or that the problem will just go away. Circulation The numberinofa copiestimea period. that are printed and distributed given of publication Civil Society Organizations Civic organizations, associations andand the state tooccupy the social space between the individual networks that advocate their common interests through collective action. Clip Copy of a media appearance. Clipping Process outobtaining apublisheda on printappearance; may include: cutting of an article copy of media or securing a video clip of a television appearance. Cold Calling Placing anhad no prior telephone call to an individual with whom you have unsolicited contact. Collateral Secondary documents that accompany or support PR activities. Collateral PR An unsolicited occur when a producta or servicesomeone else’s coverage; may media placement as result of is compared favorably to a competitor’s in an editorial. Comment Marketing The process of identifying relevant blogs, news articles and forum conversations where companies can appropriately inject their message into the conversation and increase backlinks. Communications Audit A comprehensive review of an organization’s internal and external communications activities. Communications Commons A term used to describe all physical spaces that are public property. Communications Competitive Analysis A comparison of an organization to its competitors in termsof of brand positioning and messaging, choice and capabilities spokespersons, visibility through thought leadership, online presence, awards and other public-facing aspects of the organization. 8
  • 9. Community Development Providing financial and/orinitiatives. to assist in community development human resources Community Manager The primarydevelopan online communityan entire digitalfacilitate, engage and role of relationships across manager is to footprint; precise description may vary from organization to organization. Consultation Fatigue Numerous companiesor projects over time, causing stakeholders a multitude of issues consulting with particular communities on to feel tired and overwhelmed by the engagement process. Consumer Behavior The study of thethey work totrends of product orpeople or organizations as actions and obtain a individual service. Consumer Price Index (CPI) Measurespurchasedinbythe price level of consumer goods and services changes households. Consumer Protection Consists of laws and organizations competition,ensure the rights of consumers, as well as fair trade designed to and the free flow of truthful information in the marketplace. Content Analysis A set of proceduresstandardized formatorganizing non-structured information into a for collecting and that allows one to make inferences about the characteristics and meaning of written and otherwise recorded material. Content Curation Gathering and collating online digital sources/channelsspecific subject or category, from a variety of content, about a and presenting and delivering in an organized way; may be in the form of videos, articles, pictures, audio, etc. Content Marketing A marketing activity or technique that appeals toby creating, attitudes toward purchasing a product or service customers’ organizing and distributing relevant content via online channels. Conversationalist A person who product or company by discussing issues that area certain brand, contributes to the spread of information around directly or indirectly related to those topics. Copy Written content; text. Corporate Identity A strategically plannedvision andthe company based on corporate philosophy, image of long-term goals. Corporate Social Responsibility The actionobligation to be aundertaking “corporateto fulfill a perceived of a corporation responsible a program citizen.” Corrigendum Acceptance of mistakepicture, etc. usually a typo, incorrect designation, incorrect by a publication; Credentials Either the publishedorinformationno-cost presentation of to prospective clients an initial consultancies provide the consultancy’s capabilities. 9
  • 10. Crisis/ Issues Management The processposition a companypublic discussionensuringan event that could of responding to negatively and around that accurate and fair statements are being portrayed in the media. Critical Path A list of tasks necessary to complete a project; the ultimate alibi in project management. Cross Pollination In marketing, a redundantaterm usedmight learn from each other’s different departments in division to describe how several efforts. Crowdsourcing The practice of generating needed services, ideas, organization, from contributions by a large group outside of an or content especially from the online community. Cue Sheet Briefingjournalist; help ashould cover theprepare thatan interview with a notes to cues spokesperson issues for are likely to arise in the interview and the correct approach for commenting on them. Customer Engagement (CE) Refers towith engagementorofacustomers interacting with one another, the a company brand. Customer Relationship Management (CRM) A widely implemented modelclients, and salescompany’s interactions with customers, for managing a prospects. Cutline The textual informationcalled aacaption. illustration or graphic which describes it; also below picture, D Data Driven A communicationand contentthatthe strategy. determine targeting, timing approach of uses data to Dateline The first distribution. release that states the city and date of the release’s line of a news Deck A stack of paper with words and numbers usedof PowerPoint idea or project; often used to describe a collection to present an slides. Desk Side See “Meet and Greet.” Dialogue The process of giving and receiving messages. Difficult FAQ A series of questions that are potentially problematic,questions to prepare a spokesperson for a company; usually the identified least desired to be asked. Diffusion Communicatingcommunity. an innovative idea within a given social space or and spreading Digital Divide Used totodescribeformsinequality between groups in terms of their access digital the of technology. 10 Digital Media A form of mediaelectronic/digital form. sharing information and messages in that involves storing and
  • 11. Digital News Release A news release that includesprovide the reporter with more links and other resources to photos, videos, social media information. This helps spread the news more effectively through social media outlets. Dipstick Survey A quick surveywithgauge ideas, reactions and opinions quick, subject. Done to a small but select sample to get a on a effective view on a person, company, product or situation; usually aimed at media or top influencers. Disclosure The act ofthat may influence an informationdecision. Companies company releasing all relevant investment pertaining to a on major U.S. stock exchanges must follow all of the Securities and Exchange Commission’s disclosure requirements and regulations. Due Diligence A reasonabledisclosure document to formthe parties believing in preparing a investigation conducted by a basis for involved that the statements contained therein are true and that no E material facts are omitted. Earned Content Content gained through methods other than financial payment (i.e. public relations). Earned Media Coverageactions onthrough traditional and online TV, radio, relations obtained any mass media (newspapers, media internet) as opposed to paid coverage. Earned coverage is usually considered more credible, transparent and reliable but since it’s not controlled it can be unfavorable and hard to measure. Earnings Conference Call A publicly accessible call, often webcast,andwhich company management discusses quarterly results in answers questions from analysts and investors. E-Book A book that existsvia adigital form and candevice or otherviewed over the internet in computer, mobile be shared and electronic reading platform; often contains digital text as well as images. E-Dentity A term used to describe one’s online identity. Editorial Calendar The listing of specific times a publication will focus on special sections or special news reporting. Effective Date The day a newly registered security can be offered for sale. Embargo A warningon the release.not to publish a news item until the date specified to the media Employee Communications The ongoing effort and proactiveemployees communicate regularly and transparently with tactics to within an organization. Endmark A symbol“the end.”the end of news copy and news releases to indicate used at 11
  • 12. Engagement Involvement of onlineon digital media platforms interactivesocial participatory actions users and communities in like blogs, and media networks and forums. Etiquette Understanding how to social cultures.dress and behave within different business and properly act, Evergreen A story/pitchany time. won’t fade over time; may be pitched/ published at angle that Exclusive Giving a story to only one news organization to the exclusion of all others. Experts Guide An experts guide is a compilation aofclient’s business, packaged experts and spokespeople within relevant information on for journalists; may include: brief bios on each expert, headshots, information on his or her area of expertise, etc. Exposure The extent to which the target audience becomesthrough of a person, message, activity, theme or organization aware the F efforts of PR. Facebook Tab A landingwith your brandFacebook Page that allows users to interact page within a or access information/content. Fact Sheet A one-page document includes businesscompany’sinformation and products and services; that describes a contact history, public relations contact information; often used for the media’s reference. Fam Trip A tour organized by the organization or the agency for the seen journalist to promote their facility or for recreation. Mostly as re-creation and a paid holiday. Favor Bank The ongoing they willofreturn the action. person/group/ customer so process taking care of another Final Prospectus The prospectus that is printed after thecontains the information effective and can be offered for sale. It deal has been made not available in preliminary prospectus, such as number of shares issued and the offering price. Financial Aid Financial Aid in thethe subject ofisadefined as a grant orwith the of money which is wider sense formal agreement loan recipient government or institution. In practice it is all bilateral aid except technical co-operation and administrative costs. Firestorm An outburst of unintended negative public discussion that has reached self-sustaining levels. Flag Use of anthat the point being covered is important. to the reporter emphasis phrase or technique to indicate FOMO An acronymare strategically designed to propel consumers into campaigns for “fear of missing out.” Some consumer PR action by creating a “fear of missing out” on the product or 12 opportunity.
  • 13. Freedom to Operate Unencumbered ability to conduct business based on societal alignment. Freelance A journalist or afor several companies. a project-by-project basis; usually working consultant for hire on Front Office A generalaterm used toclients; usuallyemployeescontact for to servicing company’s describe the points of dedicated the client. Full Court Press Making every conceivable effort to achieve the goal. Full-Service Shop A firm that offers a variety ofadvertising, marketing, etc. PR, creative services, media, ways to market clients, including Fundi (‘Fundi) Expert (from Nguni “umfundisi” meaning teacher or preacher) - used in mainstream South African English. G General Market Used in the UnitedisStates towhite;to the majority of the is population, which largely refer this traditional definition changing as the U.S. becomes increasingly diverse. Ghostwriter A personindividual and speech, blog post or to that individual. for another who writes a attributes the piece newspaper article Globalization The growing independence and interconnectedness of thecapital, modern world through increased flows of goods, services, people and information. Glocal Compound well knownGlobal and Local; Instead of doing business with major word with companies, helping local small companies who are seeking new business opportunities in overseas markets. Go Public Thestock to the public.aThis is done viacompany Public Offering of process by which privately held an Initial first offers shares (IPO). Goat Rodeo See “Cattle Call” Greenblushing Limited or no information its commitment to and actions on H disseminated by an organization so as to understate or ignore environmental responsibility; the opposite of greenwashing; coined and used by Dix & Eaton. Greenwashing A PR/marketing tactic with the goalenvironmentallyanfriendly. organization’s goals and policies as of presenting Gross Rating Point (GRP) Represents the If the advertisement appears morereached by an advertisement. percentage of the target audience than once, the GRP figure represents the sum of each individual GRP. Hacktivism A terminternet.describe electronic activism; usually taking place on the used to 13 Hashtag A mechanism ofto a specific topiconorTwitter to reference that a tweet is related tagging content event; see “Tag.”
  • 14. Have Your Says A platform (online, face-to-face, overfeedback onthrough which stakeholders can provide meaningful the phone) particular projects or issues. Heavy Lifting A personofortime, effort, coddlingseems to require an extra amount situation that often and special care. Hit A media placement; see “placement.” Holiday Tie-in Relating your campaign, releases etc. to a special event or holiday. Hook The piece of information or part of reporter.that is most likely to gain the attention and interest of a a pitch Hooked to Move Faster Term for programsmission critical; there are usually improved initiatives that are aligned with an organization’s internal odds of resources being allocated to fast movers. Horizontal Communication The processenvironment. and democratic social interaction in an egalitarian of voluntary I Impact A lasting impression left on an audience. Indaba (in-daa-bah) A conference or expo, from the isiZulu word meaning “a matter of discussion.” Indymedia A community for cyberspace networking made up of media activists. Influencer An individualonlinehas the power to affect people’s decisions and behaviors in who and offline social networks. Influencer Marketing Agroup, known as influencers, rather thanreputable membersaof a marketing strategy that focuses on key, the community as whole. Insight-Led Effective communication strategies developed using research and knowledge. Intangible Assets Assets that are not physical in nature,brandas patents, trademarks, copyrights, goodwill and such recognition. Integrated Campaign Using a range of marketing techniques to communicate consistent messages to the target audience. Integrated Communications Program A coordinated communicationsincluding media relations, direct variety of channels potentially program encompassing a marketing, social media, websites, blogs, direct and experiential marketing, stunts, events, sponsorships, community relations, etc. 14
  • 15. Integrated Marketing The integration of all marketinginto a seamless process/program tools to platforms and sources, communication strategies, from that maximizes the impact on an audience. In-the-Field Travel or relocation to the site of key issues,toand deal directly experience and understanding of a project gain hands-on with stakeholders. Issue Risk Ranking Exerciseprioritize response preparation when impact; used as are tool to designed to calculate probability of multiple issues a JK in play. Junket See “Fam Trip” Key Messaging Well considered, articulated and tailored messages for specific target segments. Key Opinion Leader (KOL) Individualscredible information to endorsetheir own fields, or providing who are considered experts in client’s products services. Key Performance Indicator (KPI) A set of quantifiable measures thatin companymeeting their a to gauge or compare performance terms of or industry uses strategic and operational goals. Key Success Factor Agiven market,that is required to establish business industrialin a critical fact usually gained from the analysis of missions environments. Killing Our Own Lunch Creating an event or campaign the client hadn’t conceived previously. Kizuna Used to describe howused in reference to the March 2011 tsunami. Japanese term often a common hardship unites people; a Know How The expertise in certain activities. L Landscape Analysis An analysis based on the PESTLEenvironmental. economic, social, technological, legal and concept – political, Language Exclusive A term used whenmedia landscape, whereinterviews, especially in a multi-lingual pitching for exclusive the interview will be offered to one media outlet per language. Lead Time Periodmaterial (e.g. stories, videothe media require etc.). their of time that members of clips, soundbites, to prepare Lead Underwriter The underwriter who, among other things, is inparticipation organizing the syndicate, distributing member charge of shares and making stabilizing transactions. Legacy A lasting impression left on an audience. Lekgotla (lek-ghot-lah) A planning or strategy session. 15
  • 16. Leveling the Playing Field Restructuring acompetitive landscape. to create an equally advantageous market segment in order Lifeworld All of community. and relationships between individuals in a M the interactions given Lobbying Those aspects governmental or statutory bodies orinvolving relations with of public relations communication their semi- official organizations through sophisticated use of political intelligence and pressure. Location A site for conventions, meetings, etc. Mailing List Databasebe sent information information forusually comprised of that will containing contact or invitations; a target audience members of the media. Market Capitalization (Market Cap) A measure by the total value of a company’s outstanding shares, of calculated multiplying the number of shares by the price per share. Master of the Obvious (MOTO) A disparaging term used to describe a usually who makes the statements that are already apparent; person done to create illusion of worthwhile participation. Masthead The formal statement descriptive information; usually printed on publication and other of the publication’s name, officers, place of the editorial or op-ed page. Mat Release A short article created by an organization to promotenewspapers or to inform or educate consumers; provided free to an event and other print outlets. Material Information Information company’s stock price. to have a potentially large impact on a that is important enough Media Alert A written notice sent to media providing information including who, what, when, where, and why; typically only used in reference to more timely news. Media Fatigue Overexposure to all forms of media causing individualsmedia as a exhausted and overwhelmed; may pull away from the to feel result. Media Kit Key informationonlineisand offers andrelevant information in one may be print or that compiled all distributed to the media; convenient location. Media Landscape See “Landscape Analysis” Media Monitoring Tracking coverage of media hits for clients, competitors or your own organization; see “Media Tracking.” Media Profile An internal document that prepares apoints and background on outlines potential questions, talking client for an interview; the reporter and media outlet. 16
  • 17. Media Relations Any correspondence with building relationships with reporters, your clients; may include: the media for your organization or pitching stories, distributing news releases, responding to reporters, etc. Media Tour A collection of scheduled media eventsmeeting withthat require traveling to various outlets and for a client members of the press; usually more formal than a “Meet and Greet” with an emphasis on relationship-building and securing media placements. Media Tracking Noting and documenting coverage. activity; recording media media placements as a result of PR Media Training Preparing high-ranking position, members of the media;or VIP. a person in a client to speak with such as President, CEO often Media-genic Attractive and appealing to viewers and readers of the news media. Meet and Greet Taking clientsto the media at the media outlet’s office; may result and services, to meet and introduce themselves, their products in a story but it is not expected. Meme A thought,users. concept or idea that is shared by a large number of online joke, Merchandising a Placement The story to of laying out results;clip with the screen shotsbanner and process beautify the a print may include publication for a broadcast clip. Message Discovery The processevaluating competitive positioning, marketand external audiences, of talking with an organization’s internal strengths, weaknesses, opportunities and challenges to determine the unique value, message pillars and supporting proof relevant to target audience segments and functions. Messaging Choosing the proper words to be effective and clear in stating important information. Methodology The strategic processprinciples, andaccomplishregulatingsetgiven system of methods, followed to rules for a task; a a or discipline. Middle Office In financial services companies, the employees that oversee the firm’s various financial positions and transactions. Mission The main purpose of a company. Mobile Marketing Marketing on or with ainmobile device (ie: cell phone usingroad Marketing); marketing a moving fashion (ie: technology SMS shows or moving billboards). Monthly Engaged Users (Facebook) The number of people who engaged(e.g., like, clickingon aview day. Engagement includes any click with your page to given media, etc.) or story created (e.g., posting a photo to a page, leaving a wall post). 17
  • 18. Motivation Letter media. to introduce a source and story idea to a member of the written MRP Report Tools usedan acronym for Media RatingquantityReport. coverage; to measure the quality and Points of media Multicultural Usedisincreated by the joining describe a single societal identity that the United States to of various cultures, ideas and NO beliefs. Narrative The story arc or long form version of a marketing campaign. “Narrative” often describes how smaller ideas/themes/messages actually function as part of a larger marketing program. Newsjacking Tapping into ancompany/organization; story toby David Meerman attention for a existing breaking news coined get media Scott. Off Message When a spokesperson in an interview strays from the desired company message during questioning. Off Script See “Off Message” Off the Record In an in the story. used interview, information provided at the request that it’s not On Background In an interview, information providedhistory; may be incorporated context, background information or to a journalist to give into the story. On the Record In an interview, information the interviewee shareswill be used in interview or observations by the interviewer that during an the story. On-Air A phrase denoting refersthe information is currently being broadcast; usually that to someone speaking on radio or television. One-on-Ones Individual meetings where views and opinions directly to opportunity to voice their stakeholders are given the representatives of the organization in question. Online Chatter The scanningtargetmonitoringandonline discussions to better understand and audiences of determine the topics, factors and issues most important to them. Online Community Management Theresponses to posts online. of proactive messages as well as development and distribution Online Newsroom (E-Newsroom) A sectionmaterials (e.g. news releases, biographies, fact sheets, friendly of a website specially designed to house media- backgrounders, images, etc.) that can be viewed and/or downloaded by journalists for stories on an organization. Online PR (E-PR) Involves communications using the Internet include tactics from communicate with stakeholders. This could to digitally using the company website effectively, to a word-of-mouth campaign using email (known as viral marketing). 18
  • 19. Online Press Kit (E-Press Kit) A website with a descriptive URL for mediaa interested in viewing and/or downloading materials promoting specific news event (e.g. a product launch, exhibit opening, anniversary celebration, opening, etc.); generally have a finite lifespan online that aligns with promotions for the event or occasion. On-the-Front-Line Referssituation. Seedirectly-involved and exposed position in a given to the most also, “In-the-Field.” On-the-Ground See “In-the-Field” Op-Ed Newspaper article stating awritten by opinion; authored by an external source and often personal a proponent or opponent of a cause or action. Open Publishing Enables anyone who is connected toor text. to the creation of an on-line document, be it visual contribute Opportunity Costs The losses incurred if you take no PR action. Optimize To write or rework so as to maximize online search results. Owl A name for the client’s lead decision-maker in the PR firm selection process. Owned Media Companymobile site, blog, e-newsletter, fan pagesplatforms (website, or brand contents published on closed on social networks, branded twitter channel); allows for the formation of P long-term relationships with an existing audience and enhances earned media. Paid Media Purchased advertising. Parallel Paths A colloquial phrase used in business to describethat have the between two separate parts of a greater whole collaboration same tendency or direction. Park It Defer discussion or action on an agenda item. Pay-to-Play A media opportunity that requires payment for the privilege of participation. Perfuming the Pig Taking a failedand communications. and re-positioning it with new branding product or company Personal Brand Delivering unique brand value tobeyond conventional channels in communication and interaction consumers by extending order to form a brand partnership and loyalty. Phone Tour A series of briefings arranged with target media andprofile an influencers to discuss company and product news, industry executive and build relationships; often a cost efficient method 19 enabling a broader and more rapid reach.
  • 20. Photo Op An opportunity for photographs to be taken; more formally, “Photograph Opportunity.” Pick-up Stories generated from a specific campaign or piece of content. Pick-up Rate The number of stories generated from a campaign within a certain time frame. Pinteresting An internetreference item worth pinning to one’s Pinterestwords for future page or or inspiration; a combination of the boards “Pinterest” and “interesting.” Pitch A letter to a member an the media,productto catch his or her of interest; may request interview, mainly demonstration, or other call to action. Pithy Brief and forceful. Placement Content usually in a particular media outletfeatures a client. activity; placed referring to an article that as a result of PR Pocketbook Stakeholders Entities involved in an issue that have a financial and emotional interest in the outcome. Point-of-View (POV) The position or outlook from which a story or idea is narrated. Positioning How a brand is ranked in a certain market. Power Blogger A blogger who influences others to buy some products or they services by writing a positive review about the products that used or purchased. PowerPointless The spicingand seemingly important yet uninformative pictures animation up of business presentations with unnecessary copied from the Internet, charts and graphs. Result: More sizzle than substance. PR Multipliers Metrics usedofinpublicity. for the value of pass-along impressions PR to account PR Poppie A disparaging term for a person that values blatant publicity over strategic PR. PR Value The monetary what thePR, determined by quantifyingbeen. coverage with value of advertising cost would have PR Press Briefing A more informal pressare invited toinattend but notmay not be breaking news; media conference which there necessarily expected to cover a story. 20 Press Conference A meeting organized for thequestions of distributing information to the media and answering purposes from reporters.
  • 21. Press Kit See “Media Kit” Press Office A PRto limited internalclient who needs a window to the media due agency role for a staffing. Press Release An announcement of an event, performance, new product/ service/hire or other newsworthy statement presented by its promoters to the media for editorial comment and broad coverage. Producer/Show Coordinator Thepitch letters whenTV, appearance needs to be arranged or to staff person at a an radio or cable station who responds booked. Product Review The result offering; oftenmedia outlet atofeature or anda write about a product of securing a included as evaluate in round-up comparison of multiple products perceived as competitors. Promoted Media Media content that is beingwould reach through viral or organic to a larger audience than it “pushed” through paid promotion means. Promoter A person used to represent a brand at events. Proposal Plan outlining a possible PR campaign. Proxy Fight A contest betweeninan activist investor and ato persuadeboard and management which the two sides try company’s shareholders to vote in favor of their proposals or board QR candidates at an upcoming annual meeting. Public Relations Public relations is a strategic communication process thatand their mutually beneficial relationships between organizations builds publics. Public Sphere An area in social lifediscuss issues; the spacecome togetheropinion freely identify and where individuals can where public to is formed. Public-Facing The presence or “face” that an organization puts in front of the public. Q&A (Question and Answer) A document that presentsthose questions; to be asked and for a clear, accurate answers to questions likely often prepared spokesperson to help with questions from media. Radio Actuality A fully-produced, 30- toedited by a communications/PRisagency scripted, recorded and 45-second radio segment that and distributed to radio stations on behalf of a client; used on news radio programs to promote an event or to inform and educate the audience. Reach The estimated number of readers, listeners or viewers that are exposed to content placement. 21 Realtime An approachtotoreal-world eventsand marketing that focuses on responding public relations immediately.
  • 22. Real-Time Data Tracking Monitoring a trend in data as it’s occurring. Redemption Positive result on a brand activity. Reprint An additional copy of a aparticular media placement; usually from the publication and for fee. Reputation Management The process of building and protecting the reputation of a company or brand. Request for Proposal (RFP) Bidding process issued during initial engagement where a and company extends an invite with their needs, requirements qualifications for upcoming work. Request for Qualifications (RFQ) Possiblefor next steps on new business; used when prospecting qualify partners/suppliers submit company capabilities to work. Resource Mobilization Refers toof and engagement anda business aspects involved in the creation the organizational in social movement. Retraction A media correction of information previously andshared was reported with acknowledgment the information erroneously incorrect and there was a problem with the article. Return on Engagement (ROE) The return a client will media alternative to ROI. on a social media platform; social receive from engagement Return on Investment (ROI) Generally, book income as a proportion of net book value. ReTweet Re-posting a user’s tweet preceeeded by “RT” platform, Twitter;it the re-posted message is on the social media announcing that is a ReTweet. Riding a Move Faster See “Hooked to a Move Faster” Road Show A tour taken include: institutional investors, analystsinterest; invitees may by a company before its IPO to attract or money managers, but NOT members of the media; also known as the S ‘Dog and Pony Show.’ Scaling Up Identifyinginthe most effective ways to channelgoal. resources order to maximize impact of a PR additional Search Engine Optimization (SEO) Improving a website’s ranking on organic search engine results. Sector An area of focus in a PR campaign; an industry. 22