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PDM Unit 4
Public Relations, Media Relations & Publicity
| Term | Definition |
|---|---|
| media | communication channels through which messages are sent to a large audience Ex. magazine ads, social media ads, commercials, etc. |
| mass media | any form of communication which is designed to reach a very large audience |
| pitch | a story idea which someone presents to an editor or reporter of a media outlet |
| press conference | involves the representative from an organization answering the questions of many members of the press during a forum |
| press release | also called news release - informative pieces put together on behalf of a company or product and distributed to television and radio news stations |
| publicity | the unpaid communication techniques (tools) designed to gain public interest |
| print media | includes the traditional forms of media such as newspapers and magazines |
| publicity stunt | staged event which is designed to attract the public’s attention |
| viral marketing | the spread of information about a product, service or brand using social media; also known as word-of-mouth marketing |
| endorsement | occur when a high-profile individual, such as a celebrity or famous athlete, is seen using a product or statement of approval by the celebrity |
| public relations specialist | someone who works in a branch of public relations and whose main job is to build relationships with the media |
| defamation | false communication aimed at injuring an individual’s or organization’s reputation |
| public relations | process of building positive image for a product, service organize or person using publicity, advertising and other forms of media |
| community relations | efforts an organization puts forth to work with the community and establish a mutually beneficial relationship between the local public and the organization |
| sponsorship | when businesses or organizations pay money to advertise their product or services at an event or property |
| advertising | the use of print and electronic media to create awareness for a product, service or idea |
| licensing | is an agreement which gives a company the right to use another brand’s name or patent. |
| branding | is the process of forming a mental association with a company product. |
| philanthropy | The act of voluntarily donating time, money, or other items and services” |
| media relations | The interaction of a company with various media outlets |
| libel | written publications, false communication aimed at injuring an individual’s reputation |
| Crisis management | the coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable eventc |
| press kit | a package of promotional material provided to members of the press to brief them, especially about a product, service, or candidate. |
| cause marketing | when a company sponsors a charity or cause |
| Word of Mouth (WOM) | Informal communication between individuals that influences perceptions and decision-making regarding products, services, or brands. |
| Stakeholders | Individuals or groups who have an interest or stake in the performance and actions of a business, such as employees, customers, investors, or the media. |
| customer voice | The expression of customer opinions, feedback, and recommendations that influence a company’s marketing strategies |
| Buzz marketing | A marketing technique that generates excitement and anticipation around a product or service through word-of-mouth, media, and influencers. |
| celebrities/influencers in WOM | Public figures or individuals with a large social media following used to promote a product or brand as part of a word-of-mouth strategy. |
| media relationships | Connections with journalists, reporters, and media outlets to gain positive publicity and news coverage. |
| digital media press kit | A collection of digital resources (such as logos, images, and press releases) prepared for distribution to media outlets to promote a product or company. |
Created by:
janice ritchey
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