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This month Vantage PR presents a list of commonly used terms in the PR world and provides a helpful explanation for each.
B2B: Public relations marketing communication dedicated to providing information resources between businesses. Includes professional services, training, human resources and office supplies.
B2C: As B2B, but between businesses and the consumer.
Community Relations: Corporate social outreach programmes designed to build relations and foster understanding of the role of the business to neighbours in the local community
Consultancy: Externally hired public relations services, either an individual consultant or a public relations consultancy
Copywriting: the production of text for publications, advertising, marketing materials, websites etc. Most agencies employ specialists skilled with a direct and succinct writing style
Corporate Communications: Public relations for a corporation integrated as part of the company’s strategic objectives.
Corporate Social Responsibility (CSR): Borne from the belief that trade brings obligations, CSR makes companies responsible for their use of resources, both environmentally and socially. The role of public relations in CSR strategies is to communicate effectively to build corporate accountability and transparency.
Crisis Management: Having a plan in place that can be effectively actioned when something goes wrong for an organisation.
E-PR/Online PR: Communicating over the web and using new technology to effectively communicate with stakeholders.
Evaluation: Measuring the impact of a public relations campaign. This process is typically linked with planning and research.
Fundraising/Sponsorship: Looking for partners to provide financial support or support 'in kind' for an event or activity where both parties will benefit.
In-House: Staff within a company or organisation responsible for public relations function.
In-House Magazines/Newsletter: A tool to communicate with employees about news, issues and developments of interest to them about the organisation they work for.
Internal Communications: Organisational use of process communication to help achieve corporate objectives. Includes employee and shareholder communications.
Media/Presentation Training: Training to help when dealing with the various media (including television and radio), with journalists and when making a pitch to prospective clients.
Media Monitoring: Monitoring a company's coverage in the press, on TV and radio, and on the internet.
Media Relations: Dealing with and building up good working relationships with journalists from the broadcast and print media.
Press Office: A press office handles all media enquiries and puts out all company messages to the media on behalf of their organisation.
Press Release (also known as a News Release): Statement describing an event or item which is considered to be of sufficient interest to readers/viewers/listeners for an editor to publish reference to it.
Public Affairs/Lobbying: Those aspects of public relations communication involving relations with governmental or statutory bodies or their semi-official organisations through sophisticated use of political intelligence and pressure.
Public Relations: The determined, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics. Also understood as reputation management.
Research: Finding out background information about a company, product or person to assist with a public relations campaign.
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