Chapter 12-Public Relations Flashcards
Public Relations
All the activities that maintain a beneficial relationship between an organization and its various publics.
Integrated Marketing
Public relations and advertising working together.
Internal Publics
Public relations term for groups inside the clients organization.
External Publics
Public relations term for groups outside the client’s organization.
Press Agents
People who work to generate publicity for a client.
Hype
Dramatic publicity techniques.
Teleconference
A news conference in which newsmakers and reporters in various locations are joined by a satellite or an internet hookup; also called a videoconference or a satellite media tour (SMT).
Publicity Stunt
Any action designed to create a human interest story; many are outlandish or outrageous.
News Hook
The angle or approach that makes information newsworthy.
Media Relations
The practice of developing and maintaining contact with media gatekeepers; also called press relations.
Leaks
Unauthorized disclosures to the press.
Trial Balloons
Leaks in which the source reveals that some action is being considered, in order to test public feeling about the action before going ahead with it.
Exclusive
A story granted to just one news outlet.
Community Relations
Public relations activities designed to aid and to maintain a beneficial image with groups on the local, national, or global level.
Corporate Aid
Community relations activity in which a company helps society on a large scale.
Crisis Management
Public relations activity used to repair a client’s public image following an emergency.
Lobbying
Any attempt to influence the voting of legislators.
Press Release
Brief document containing the information needed to write a news story; also called a news release.
Canned News
Press releases designed to be inserted into newspaper feature or editorial sections with no change.
Audio News Release
Recorded material ready for insertion into radio broadcasts.
Sound Bites
Short, carefully crafted statements designed to be picked up in news reports.
Video News Release (VNR)
A ready-to-broadcast videotape designed for use in television news.
Press Kit
A collection of publicity items given out to media gatekeepers.
Backgrounders
In-depth articles contained in press kits.
Flacks
Derogatory term for public relations professionals.
Whitewashing
The practice of using public relations messages to cover up problems without correcting them.
Greenwashing
The public relations practice of covering up environment problems by associating a client with beneficial environmental actions.
Freebies
Anything given away by public relations practitioners to promote a favorable relationship with media gatekeepers.
Attribution
The act of providing the source for information that appears in news reports.
Accretion
Certification by an industry association.
