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PR & Marketing Glossary

Public relations, marketing and the media makes use of many technical words and phrases that can often be a little confusing. Here we present a short guide to some of the more commonly encountered words and phrases in the industry.

Public relations marketing communication dedicated to providing information resources between businesses. Includes professional services, training, human resources and office supplies.

As B2B, but between businesses and the consumer.

A new and fast-moving media channel in which companies and individuals both generate and consume content. Independent bloggers can be hugely influential, but their critical comments can be very damaging to a company's reputation.

Externally hired public relations services, either an individual consultant or a public relations consultancy

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)
Bourne 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.

E-PR/Online PR
Communicating over the web and using new technology to effectively communicate with stakeholders.

Environmental Communications
PR sector specialising in communication on sustainable use of resources, environmental impact of business and corporate social responsibility.

Measuring the impact of a public relations campaign. This process is typically linked with planning and research.

The charges consultants and consultancies make for the time of their staff working on client programmes, usually invoiced in regular monthly installments or quarterly in advance.

Industrial PR
PR activity undertaken on behalf of industrial companies, that typically focuses on the trade publications important to the business in which they are involved. Effective industrial PR requires that copywriters and account executives have some technical knowledge of the field in which they are working.

Staff within a company or organisation responsible for public relations function.

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.

A presentation of a recommended public relations programme, generally carefully researched and costed, which can take up to four weeks to prepare and for which many consultancies reserve the right to charge a fee if not subsequently appointed. Also used as a term to describe the process of approaching a journalist, on behalf of a client, with an idea for a story

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.

Print Production
The process of producing printed material such as brochures, posters and leaflets.

Any group or series of groups that a company must engage and communicate with. For example, customers, potential customers and its own staff. Different tactics are usually employed to target each group effectively.

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.

Finding out background information about a company, product or person to assist with a public relations campaign.

Social Media
Web services and tools such as blogs, Facebook, Twitter, Mixi and LinkedIn that enable companies to connect directly with their publics.

Technical PR
Another term, similar to Industrial PR, that refers to PR activity focused on the trade and technical publications that are important for a particular business. A high degree of technical knowledge is required to write and deliver effective technical PR.

Web 2.0
Another term for Social Media


This glossary includes definitions from the CIPR and other sources

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