The following reference guide includes definitions for many of the terms found in this guide: "Get Your Message Out: Gaining Recognition for your Adult & Community Education Program".

Advertising:

time or space (TV, radio or print) purchased to display a message - buyer controls content, placement, time and duration the ad is run

Angle:

direction taken in a news release or article to make it interesting or newsworthy

Audience:

individuals who receive the message, see also public

Background:

in-depth information on a topic, usually factual, often historical in nature

Boilerplate:

paragraph(s) inserted at the bottom of news release or article to identify the organization, services it provides and contact information

Brochure:

printed piece of material, up to seven pages long, published and distributed to special publics for a single purpose, usually to persuade, inform or educate

Camera-ready:

printing term used to describe clean, laser-printed material that is preferable for copies. NOTE: check with printer for specific guidelines

Campaign:

program with specific beginning/ending points - can last several weeks, months or years. Includes many events and builds to a decision point, like an election

Concept:

the idea for a campaign, publication, advertising, etc.

Copy:

text for any material that is produced

Cover letter:

letter or memo distributed with media kits or packages, to explain why an event or organization deserves attention - provides a synopsis of materials included, and details of upcoming event, etc.

Demographics:

classifies people by objective traits - age, gender, education, race and income level

Direct mail:

mailed forms of advertising (letters, postcards, booklets, brochures, etc.)

Event:

one-shot occurrence that targets one or more publics

External communication:

communication to groups outside the organization

Fact sheet:

list of fundamental facts about an organization - should be readily available for any media contact

Feature:

a story, or potential story with a human-interest angle

Flyer:

one-sided promotional material, with text and graphics - used to direct people's attention to an upcoming event, or advertise programs offered by an organization

Goals:

more specific than a mission statement, while still general in nature - unspecific time frame or numerical targets

Headline:

line of text to capture a reader's attention and summarize information featured in the article – should be simple, direct and written in an active voice

Internal communication:

communication to groups within the organization

Lead:

first paragraph in a news release or news story - gives quick indication of the story's subject and importance

Logo:

the symbol or "signature" of an organization