PR - Key Terms (Chapters 1-4)

Ad value

The worth or benefit derived from advertising efforts.

Advocate

A person who publicly supports or recommends a particular cause or policy.

Campaign

A series of organized actions or efforts towards a specific goal, often in marketing or advocacy.

Deadline

The final date or time by which something must be completed.

Earned media

Publicity gained through promotional efforts rather than paid advertising.

Evaluation

The assessment or judgment of the effectiveness or value of something.

Implementation

The process of putting a plan or decision into effect.

Impressions

The number of times an advertisement or message is viewed.

Integrated marketing

A strategy that combines various marketing methods to deliver a unified and seamless message.

Key messages

The main points or themes that an organization wants to communicate to its audience.

Livestream

Broadcasting live video content over the internet.

Marketing communications

The strategies and tactics used to promote products or services through various communication channels.

Media coverage

The extent to which a brand or event is reported in the media.

Media materials

Resources such as press releases, images, and videos provided to the media for coverage.

Metrics

Measurable data used to track and evaluate the performance of a campaign or strategy.

Objectives

Specific, measurable goals that an organization aims to achieve.

Paid media

Advertising space or time that is purchased for promotional purposes.

PR value

The perceived worth or impact of public relations efforts.

Release

A statement or announcement issued to the media or public.

Return on investment

The measure of the gain or loss generated relative to the amount invested.

Spokesperson

A person designated to speak on behalf of an organization or cause.

Stakeholders

Individuals or groups who have an interest or concern in an organization's actions or decisions.

Strategic thinking

The process of formulating and implementing long-term plans to achieve specific goals.

Tactics

Specific actions or methods used to achieve short-term objectives within a larger strategy.

Target audiences

The specific group of people that a campaign or message is intended to reach.

Timeline

A schedule or plan that outlines the sequence of events or tasks and their deadlines.

Astroturfing

The practice of creating fake grassroots movements to manipulate public opinion.

Brand ambassadors

Individuals who promote and embody a brand's values and identity.

Crystallize an attitude

To clearly define or solidify a particular viewpoint or belief.

Influencers

Individuals with the power to affect the purchasing decisions or opinions of others.

Key opinion leaders

Influential individuals who are seen as experts in a particular field and can shape public opinion.

Lede

The opening sentence or paragraph of a news article that summarizes the main point.

Muckraking journalism

Investigative reporting that exposes corruption or scandals.

Opinion leaders

Individuals who are influential in shaping the attitudes and opinions of others.

Persuasive messages

Communication intended to convince or influence the audience's beliefs or actions.

Press secretary

A person responsible for managing media relations and communications for a public figure or organization.

Propaganda

Information, often biased or misleading, used to promote a particular political cause or point of view.

Public opinion

The collective attitudes and beliefs held by the general population.

Spin

The act of presenting information in a way that favors a particular viewpoint or interpretation.

Cause PR

Public relations efforts focused on promoting a specific social or environmental cause.

Corporate social responsibility

The ethical framework that guides a company's efforts to contribute to the well-being of society.

CSR report

A document that outlines a company's social and environmental performance and initiatives.

Embargo

A restriction on the release of information to the public until a specified date or time.

Front groups

Organizations that advocate for a particular cause or agenda while concealing their true identity or sponsors.

Greenwashing

The practice of misleading consumers about a company's environmental practices or products.

Impact relations

Building relationships and partnerships to create positive social or environmental change.

In-kind donation

A contribution of goods or services, rather than money.

Nonprofit organizations

Entities that operate for the benefit of society without the primary goal of making a profit.

Pro bono

Providing services or assistance for free, especially for the public good.

Brainstorm

A group creativity technique used to generate a large number of ideas or solutions.

Communications audit

An assessment of an organization's communication strategies, channels, and effectiveness.

Competitor analysis

Evaluating the strengths and weaknesses of rival companies to inform strategic decision-making.

Editorial calendar

A schedule that outlines planned content and