Terms Flashcards
Public Relations
management function that creates and maintains mutually beneficial relationships with the publics that are essential to the organization’s success using primarily owned, earned and shared media
PESO
Paid, earned, shared, owned media
B2B
business to business; company selling parts to Ford
B2C
business to consumer; Ford selling cars to people
RFP
Request for proposal; document to sell your agency to a client
AE
account executive; they are the point of contact between the agency and the client.
POC
point of contact
PIO
public information officer; spokesperson, press secretary, press agent
Flack
PR slur
MarComm, IMC
integrated marketing communication; office does advertising, PR, and some marketing
MarTech
Use of data to identify customers
CRM
Customer Relationship Marketing; same as MarTech
Trope
stereotype, verbal tick
dog whistle
slightly coded insult or slur, inside joke
Optics
how it looks
POV
Point of view
Straw man
imaginary opposition or scapegoat
inside baseball
too detailed for an average person to understand
Inside the beltway
same as inside the baseball only for politics
Organic
output you get as a normal business
Organic search
what comes up on a search engine when you type in a subject
Lift
difference between organic results and results that you get after PR efforts
C-Suite
Senior Management; CEO, CFO, CIO…
Verticals/ space
term for industry segment; Mayo clinic is huge in the healthcare space
HR
human resources
IT
information technology
FTE
Full time equivalent; one person working 40 hours a week or several people whose hours add up to 40 hours a week
FY
fiscal year
CY
calendar year
Q1, Q2
quarters
YTD
year to date
YoY
year over year
QoQ
quarter over quarter
Delta
change
EOB
end of business, 5 p.m.
EOD
end of day
EOBD
end of business day
EOBW
end of business week
NFP
not for profit
NGO
non government organization
M&A
mergers and acquisitions
COB
close of business
FP
for profit
501 c3
tax code for official NFP organizations; tax write off
publicly held
stockholders
family owned
Hobby Lobby, Chik-fil-A, walmart
IPO
initial public offer, first time offer stock
IR
investor relations
silos
negative term for operating in your own best interest
SEO
search engine optimization
ORM/ RM
online reputation management; can be good or bad;generate more surveys through encouragement to dilute bad comments
Platform
Facebook, Pinterest; program
cross platform
travels across more than one program
content marketing
selling stuff on web sites and blogs
native advertising
product placement
convergnce
making promotional efforts come together
GDPR
general data protection regulations; EU rules that are strict rules for what businesses can do with user online data
CCPA
California Consumer Privacy Act; similar and just took effect; will now be the driving force for everything
deliverables
anything you promise a client
collateral
piece of print
What is the difference between deliverable and collateral
all collateral is deliverable. not all deliverable is collateral
Copy
words
art
anything that is not copy- photos, charts, graphs
Impression
one exposure to a communication to one person; super bowl ad= about 200 million impressions
CPM
cost per thousand
Metric
something you can quantify; sales and votes
ROI
return on investment
ROE
return on effort
KPI
key performance indicators
benchmark
what’s the bar
dashboard
simple collection of metrics
percent change
difference divided by original; difference/original
