Chapter 11 Flashcards
Flack
a derogatory name sometimes applied to public relations professionals
Astroturf
fake grassroots organization
Pseudo-event
event that has no real informational or issue meaning; it exists merely to attract media attention
Public
in PR, any group of people with a stake in an organization, issue, or idea
Fixed-fee Arrangement
the arrangement whereby a PR firm performs a specific set of services for a client for a specific and prearranged fee
Collateral Materials
printing, research, and photographs that PR firms handle for clients, charging as much as 17.65% for this service
Lobbying
in public relations, directly interacting with elected officials or government regulators and agents
Spin
in PR, outright lying to hide what really happened
Focus Groups
small groups of people who are interviewed, typically to provide advertising or public relations professionals with detailed information
Greenwashing
public relations practice of countering the public relations efforts aimed at clients by environmentalists
Video News Release (VRN)
reproduced report about a client or its product that is distributed free of charge to television stations
Satellite-Delivered Media Tour
spokespeople can be simultaneously interviewed by a worldwide audience hooked to the interviewee by telephone
Integrated Marketing Communications (IMC)
combining public relations, marketing, advertising, and promotion into a seamless communication campaign
Viral Marketing
PR strategy that relies on targeting specific internet users with a given communication and relying on them to spread the word
Transparentists
PR professionals calling for full disclosure of their practices – transparency
