Positioning
-
Placement of a
company, its
products or
services in a
market
category or in
relation to
its
competition.
Pitch-
Paid
invitation to
three or four
agencies to
demonstrate
their
analytical,
conceptual,
and creative
skills by
solving a
specific case.
Press
release-
News to the
media,
prepared in a
journalistic
manner and
from the point
of view of the
media. A press
release is
structured as
follows:
header,
headline,
lead, body
copy, and
boilerplate.
Press releases
are
distributed
simultaneously
to all
selected media
by mail, fax,
and
increasingly
by e-mail.
Print
media- All
printed
periodicals,
especially
newspapers,
general-public
magazines,
special
interest
media, and
trade
journals.
Non-print
media are
electronic
media such as
radio, TV,
movies, and
the Internet.
Public
affairs-
Systematic
representation
of the
interests of a
company toward
public
authorities;
also the
relationships
of the
authorities to
the public,
aimed to win
their sympathy
for a specific
concern.
Public
relations-
Consistent
management of
the
relationships
of a company
to all
internal and
external
dialog groups
of relevance,
aimed at
building trust
and
confidence.
Public
relations are
always
conducted at
the strategic
level of
management,
and at the
operative
marketing
level. By
means of
public
relations a
relationship
of mutual
understanding
is
established,
and a balance
of interests
between all
stakeholders
is achieved.
PR
campaign-
The
orchestrated
implementation
of PR
instruments
with regard to
content and
timing aimed
at changing
public opinion
within a
relatively
short time
period.
PR concept-
Highly
systematic
annual plan
containing a
comprehensive
situation
analysis,
firmly agreed
communication
targets, a
precisely
defined
strategy,
well-defined
tactics, a
detailed plan
of activities,
defined
measures of
performance
and response,
an overview of
the timing, a
detailed
budget, and a
description of
the account
management.
PR roadmap-
Zeitgeist term
for a PR
strategy
agenda with a
synopsis of
the plan
outlining the
essential PR
activities.
Press Kit-
Several press
deliverables
combined in
one package
(usually a
folder)
Product
placement-
Paid placement
of branded
goods in TV
shows, movies,
and public
life, e.g. by
VIPs and
opinion
leaders.
Ideally such
branded goods
play a
specific part
in the
performance.
Push-and-pull-
Triggering a
desired
behavior by
applying push
to one dialog
group, and
pull to
another, e.g.
convincing
physicians of
the
effectiveness
of a new
therapy by
actively
communicating
the results of
a scientific
study (push),
and creating
demand (pull)
for the
respective
treatment by
supplying
potential
patients with
corresponding
information.
If you ever
come across
any new media
terminology
and if you
think that it
should be in
this
collection for
the benefit of
the media
professionals,
Please mail to
contact@deeshapr.com
to enrich the
collection
making this
collective
effort
successful.
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