- Mailing list:
- a valuable tool for Public Relations, segmented by audience to target particular groups
- Marketing:
- communicating with one or more people who use the products and services of an organization
- Mass media:
- magazines, books, newspapers, radio, television and the Internet - used individually, or integrated
for communication with a general target audience
- Media advisory:
- used to alert the media about an upcoming event
- Media kit:
- pocket folder containing information for print and/or broadcast media about an organization or
special event - usually contains a fact sheet, organization backgrounder, newsletter, press release, photos, etc.
- Medium:
- means for distributing message to the public (TV, radio, newspaper, etc.)
- Memo:
- informal reminder of an important occurrence - usually for internal use
- Message:
- important information to be conveyed to the public - one element of communication over which the
writer has complete control
- Mission statement:
- a very general statement of goals and objectives from which all further planning begins
- Objectives:
- adapted from goals - specify a time frame and number of people or projects affected - all
objectives must be measurable
- Positioning:
- the concept that communication can only take place at the right time and under the right
circumstances
- Press release:
- advance article, written by an organization - complete with quotes and information explaining an
event or announcement, informing the public of something that has occurred or is currently taking place
- Program:
- similar to a campaign - includes many events, but it has no pre-set end point – usually initiated
because of a need for continued dissemination of information
- Promotion:
- used to gain favorable name or product exposure through contests, etc.
- Psychographics:
- classifies people by their thoughts and behavior
- Public:
- any group of people that is tied together by a common factor [Internal publics - within the organization
(employees), and external publics - groups outside the organization (media, customers and legislators)]
- Publicity:
- information with news value, provided to a public without charge - supplier controls content, but
relinquishes control beyond that point
- Public Relations (PR):
- management of communication between an organization and its publics
- Public Service Announcement (PSA):
- information in the form of a free advertisement
- Sound bite:
- a quote or partial quote used in the television and radio mediums
- Strategies:
- statements of what organizations want to occur in campaigns or programs
- Target audiences:
- groups considered most important for a communication effort
- White space:
- unused part of the total space in a brochure, newsletter, ad or other printed material