Chapter 17: Marketing

Public Relations (PR)

The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program to earn public understanding and acceptance.

Marketing Public Relations

Public relations activities designed to support marketing objectives and programs.

Internal Audience

In public relations, a term used to refer to individuals or groups inside the organization or with a close connection to it.

External Audience

In public relations, a term used in reference to individuals who are outside or not closely connected to the organization such as the general public.

Press Release

Factual and interesting information released to the press.

Press Conference

The calling together of the press to announce significant news and/or events.

Exclusive

A public relations tactic whereby one particular medium is offered exclusive rights to a story.

Digital Public Relations

The use of digital and social technologies to manage an organization’s public relations functions.

Storytelling

Creating real, relevant, and emotionally resonant narratives for the target audience to communicate messages in a way that captures the audience’s attention and motivates them to act.

Public Relations Society of America

A nonprofit trade association for public relations professionals. It is the largest trade association in the United States serving the public relations industry.

Publicity

Communications regarding an organization, product, ­service, or idea that are not directly paid for or run under identified sponsorship.

Video News Release (VNR)

News story produced by publicists so that television stations may air it as news.

Corporate Advertising

Advertising designed to promote overall awareness of a company or enhance its image among a target audience.

Image Advertising

Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like.

Event Sponsorship

A type of promotion whereby a company develops sponsorship relations with a particular event such as a concert, sporting event, or other activity.

Advocacy Advertising

Advertising that is concerned with the propagation of ideas and elucidation of social issues of public importance in a manner that supports the position and interest of the sponsor.

Issue Advertising

A form of advocacy advertising in which the advertiser wishes to bring attention to what it considers to be an important issue.

Cause-Related Marketing

Image-related advertising in which companies link with charities or nonprofit organizations as contributing sponsors.