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INTERNATIONAL PUBLIC RELATIONSGLOSSARY1st edition – January 2013
Dear Friends :On behalf of Worldcom Group, I am pleased to provide you with an e-glossary ofpublic relations and marketing...
GLOSSARYTABLE OF CONTENTS  #   4            H    13 – 14              P    19 – 21  A   4–5           I   14 – 15         ...
1.5 Generation Used in the United States to native language, but adaptarrive as                                           ...
Algorithm A set of formulasservingcomputer uses to performoncertain                          function, such as            ...
Before/ After Market The early morning or late afternoon hoursprefer to announce                          exchanges are cl...
BRICS A groupwith5acountries,influence and impactChina and South                                                 Africa,   ...
Cause Marketing A typebusiness and ainvolving the cooperative efforts ofbenefit;                                           ...
Community Development Providing financial and/orinitiatives. to assist in                                 community develop...
Crisis/ Issues Management The processposition a companypublic discussionensuringan event                                  ...
Digital News Release A news release that includesprovide the reporter with more                                 links and ...
Engagement Involvement of onlineon digital media platforms interactivesocial                     participatory actions    ...
Freedom to Operate Unencumbered ability to conduct business based on societal                            alignment.       ...
Have Your Says A platform (online, face-to-face, overfeedback onthrough which                                             ...
Integrated Marketing The integration of all marketinginto a seamless process/program                                      ...
Leveling the Playing Field Restructuring acompetitive landscape. to create an equally                                     ...
Media Relations Any correspondence with building relationships with reporters,                                           y...
Motivation Letter media. to introduce a source and story idea to a member                                           of the...
Online Press Kit (E-Press Kit) A website with a descriptive URL for mediaa interested in viewing                          ...
Photo Op An opportunity for photographs to be taken; more formally,                                  “Photograph Opportuni...
Press Kit See “Media Kit”                          Press Office A PRto limited internalclient who needs a window to the med...
Real-Time Data Tracking Monitoring a trend in data as it’s occurring.                               Redemption Positive re...
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"

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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” (companies\organizations 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

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Transcript of "Worldcom Releases "International Public Relations e-Glossary""

  1. 1. INTERNATIONAL PUBLIC RELATIONSGLOSSARY1st edition – January 2013
  2. 2. Dear Friends :On behalf of Worldcom Group, I am pleased to provide you with an e-glossary ofpublic relations and marketing terms from around the globe.Many of these terms will undoubtedly be familiar, but there are hidden gems on everypage that provide insights on how public relations and communications are viewedin 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 Indonesiacaptures the importance of reaching rural markets through “Community Audio Towers”that narrowcast information about agriculture, health and nutrition. Our partner inJapan 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 importantrole in the evolving nature of our business. For example, we have long lived in a worldof “Paid Media” (advertising) or “Earned Media” (media relations). But communicationand persuasion are increasingly impacted by “Shared Media” (online and social mediasites 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 viachannels 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 inthe world. As our clients increasingly engage in campaigns and business relationshipsin every corner of the globe, they count on our agency and our 109 partners across sixcontinents to create effective, localized and culturally appropriate public relations andmarketing campaigns.I hope you find value in this Worldcom e-glossary, and I wish you much success overthe coming year.Corinna VossGlobal ChairWorldcom Public Relations Group
  3. 3. GLOSSARYTABLE 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. 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. 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. 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. 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-leadershipC 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 by7 the prospective client.
  8. 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. 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. 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. 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 noE 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 at11
  12. 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 theF 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 or12 opportunity.
  13. 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 onH 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 to13 Hashtag A mechanism ofto a specific topiconorTwitter to reference that a tweet is related tagging content event; see “Tag.”
  14. 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 voluntaryI 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. 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 aJK 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. 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 aM 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. 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. 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 andNO 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. 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 ofP 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 method19 enabling a broader and more rapid reach.
  20. 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. 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 boardQR 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. 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 theS ‘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

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