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.
Blogs/Blogging
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.
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)
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.
Evaluation
Measuring the impact of a public relations campaign. This
process is typically linked with planning and research.
Fees
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.
In-House
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.
Pitch
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 some consultancies
reserve the right to charge a fee if not subsequently appointed.
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.
Public(s)
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.
Research
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
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