tailieunhanh - The Insider’s Guide to PR: Chapter 7 A GLOSSARY OF PR SPEAK

Above-the-line campaign: a marketing campaign using only advertising. Account: the term used to describe a client or job. In consultancies, “an account team” refers to the group of PR consultants servicing a particular client. Below-the-line campaign: a marketing communications campaign that does not use advertising. Instead it uses promotional tools such as public relations, direct marketing and sales promotion. Brief: the instructions from a client to a consultancy, or directions communicated within a PR agency. Broadcast: the dissemination of programmes or messages through the media of radio, internet or television. Brainstorming: the creative process of group thinking to stimulate or. | The Insider s Guide to PR Chapter 7 A GLOSSARY OF PR SPEAK Above-the-line campaign a marketing campaign using only advertising. Account the term used to describe a client or job. In consultancies an account team refers to the group of PR consultants servicing a particular client. Below-the-line campaign a marketing communications campaign that does not use advertising. Instead it uses promotional tools such as public relations direct marketing and sales promotion. Brief the instructions from a client to a consultancy or directions communicated within a PR agency. Broadcast the dissemination of programmes or messages through the media of radio internet or television. Brainstorming the creative process of group thinking to stimulate or articulate ideas on a given subject or problem. Client the organisation or person who employs a PR consultancy. Clipping see Cutting. Communication the credible honest and timely two-way flow of information that fosters common understanding and trust. Competition other organisations that represent a threat to a particular business. Contract an agreement made between the PR consultancy and the client covering areas of agreed objectives timing service levels and price. Copy the text produced by a consultancy for a press release or article. Journalists also refer to their news stories or features as copy. Corporate Communication deliberately planned management of the communications affecting the perception and image of an organisation. Crisis Management this involves planning and preparing a client for any possible crisis that is likely to affect the organisation and how it should communicate to all its stakeholders during that crisis. This involves training relevant spokespeople co-ordinating crisis recovery activities and ensuring a unified confident and controlled public image. Crisis management is closely related to issues management. Cue sheet briefing notes to help a spokesman prepare for an interview with a journalist. The cues .

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