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Comms 235 (Intro to PR)
Public Relations: Words & People
52
Other
Undergraduate 1
04/18/2009

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Cards

Term
Demographics
Definition
Basic info about an audience:
-Gender
-Income
-Education
-Ethnic Background
-Age
Term
Psychographics
Definition
Classifies groups by...
-Lifestyle
-Attitude
-Beliefs
Term
Self-interest
Definition
The appeal an argument holds for the psychological or economic needs of a group. The big 8 -
-Power
-Respect
-Well-being
-Affection
-Wealth
-Skill
-Enlightenment
-Physical & Mental Vitality
Term
Video News Release (VNR)
Definition
PR-produced news footage. Typical components -
-90-second News Report
-B-Roll (Extra Footage)
-Clear ID of Video Source
-Script, Media Contacts, Other Sources
Term
Video News Release (VNR)
Definition
PR-produced news footage. Typical components -
-90-second News Report
-B-Roll (Extra Footage)
-Clear ID of Video Source
-Script, Media Contacts, Other Sources
Term
Media Tour
Definition
Purpose: face-to-face communication
Three types:
-"Junket": media tours the site
-"Fam Trip": all-expense-paid visit
-Executive Visit: top execs give demo in key cities
Term
Satellite Media Tour
Definition
Allows for multiple interviews with a celebrity through connected satellite-conferencing.
Term
The Daily Dog
Definition
Daily publisher of Public Relations news.
Term
Issue Management
Definition
A proactive and systematic approach to...
-Predict problems
-Anticipate threats
-Minimize surprises
-Resolve issues
-Prevent crises
Term
Risk Communication
Definition
Communication about possible dangers or threats to prevent damage (e.g. on pill bottle-"may cause drowsiness," or warnings about bird flu)
Term
Teleconferencing
Definition
Also called "video-conferencing," allows for conferencing via satellite.
Term
Videoconferencing
Definition
Allows for conferencing via satellite and cameras.
Term
Webconferencing
Definition
Allows for conferencing via Internet through the use of webcams and programs like Skype.
Term
Desktop Publishing
Definition
In-house creation of publications (DIY work). Includes:
-Computer
-Graphics Program
-Word Program
-Printer
Term
Blog
Definition
Mashup of two words: web & log. Blog=
-Updated Diary
-Contains links to online news items
-Act as public forum (comments & reviews)
Term
News Release
Definition
AKA press release, main purpose: give info to media. Wide variety of available ways:
-VNR
-ANR
-PSA
-Conferencing
Term
AP Style
Definition
Inverted pyramid, succinct, follow AP Stylebook rules
Term
Media Advisories
Definition
AKA media alerts, these memos are sent to media sources to alert them of upcoming conferences or events they may want to attend.

Usually include 5W's and contact information.
Term
Media Kit
Definition
AKA press kit; gives media a variety of info and resources for writing about the event/product.
Term
Pitch Letter
Definition
Pitch: short message to grab attention and convince media to cover an event/product.
PITCH LETTER: letter 'pitching' an event/product.
Term
Electronic News Service
Definition
What it says: think e-versions of The Times.
Term
E-zines
Definition
Electronic Magazines
Term
Annual Report
Definition
Document required of companies by the Securities Exchange Commission (SEC). Only a basic financial report is required, but many companies use it as a marketing tactic, with a history and projected trends for the industry.
Term
Audio News Release (ANR)
Definition
Non-public radio announcement: news-formatted.
Term
PSA (Public Service Announcement)
Definition
Radio and TV stations typically allot time for PSA's-
brief messages created by NGO's or trade groups that will benefit the public (e.g. anti-hate, recycling, health screening, etc.)
Term
Soundbite
Definition
Sound clips of a "real person" and their review/experience with the subject. Considered more credible than voice-over character.
Term
B-Roll
Definition
Extra footage included with video news release (VNR).
Term
Product Placement
Definition
Think E.T. and Reese's Pieces... it's all about where your product is seen!
Term
Issue Placement
Definition
Getting your idea/issue out there... think Bambi and it's push for environmental awareness.
Term
Speaker's Bureau
Definition
Term
Off the Record
Definition
Term
Press Party
Definition
Social event (luncheon, dinner, cocktail party) with a "pitch" tacked onto the end.
Term
Cause-Related Marketing
Definition
A money-making strategy
(e.g. Yoplait's 'lids for breast cancer' makes an appeal to consumers, but is really only to sell more product)
Term
Corporate Social Responsibility
Definition
A company's duty to their publics to be responsible...
-Legally
-Ethically
-Fiscally
-to the Community
-to their Employees
Term
Philanthropy
Definition
Donating or volunteering to organizations that benefit the key publics (e.g. Many of Company X's employees are used to high cultured activities. Company X decides to donate to a state dance troupe)
Term
Consumer Activism
Definition
Term
Outsourcing
Definition
Hiring another group (usually with specialized skills) to handle parts of the campaign. For example, Company X might hire the services of Firm Y for media relations, but might use Firm Z for crisis management.
Term
Off-shoring
Definition
Cutting costs by relocating or hiring employees from outside countries.
Term
Marketing Communications
Definition
Term
Public Affairs Specialists
Definition
Term
Public Information Officers
Definition
Term
Lobbying
Definition
Term
Grassroots Lobbying
Definition
Term
Third-Party Partisan Advertising
Definition
Term
High-Context Communication
Definition
Theory by Edward Hall classifying VALUE: high-context society values relationships, loyalty; low-context society values reason, logic, & is rule-bound
Term
Low-Context Communication
Definition
Theory by Edward Hall classifying VALUE: low-context society values reason, logic, & is rule-bound; high-context society values relationships, loyalty.
Term
NGO
Definition
Non-profit organization; Non-Governmental Organization (NGO)
Term
Trade Association
Definition
Term
Activist Groups
Definition
Term
Development
Definition
Cool word for "FUNDRAISING"
Term
Advancement Officers
Definition
Really cool word for the people in charge of FUNDRAISING
Term
Publicist
Definition
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