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Uncontrolled Channels
Media, such as newspapers, in which a public relations practitioner cannot control message content, timing, or frequency
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Boundary-Spanning Role
The function of public relations practitioners when they are serving a bridge or liaison between an organization and its stakeholders.
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Ethics
Beliefs about right and wrong that guide the way we think and act.
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Investor Relations
The maintenance of mutually beneficial relations between publicly owned companies and stockholders, potential stockholders, and other public in the investment community.
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Public Relations
The values-driven management of relationships between an organization and the public important to its success.
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News Release
Client-related news stories that public relations practitioner writes and distributes to the news media.
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Planning
The second step in the public relations process, in which research is translated into a blueprint for achieving desire results.
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Advertising
The process of creating and sending a persuasive message through controlled media, which allow the sender, for a prices, to dictate message, placement, and frequency.
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Evaluation
The fourth step in the public relations process, in which results of a public relations program are measured against previously stated goals and organization values.
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Employee Relations
The maintenance of mutually beneficial relations between and among a organization and its employee.
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Communication
The third step in the public relations process, in which tactics developed during planning are executed.
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Customer Relationship Management
Business process in which a company uses a database to hep identify, select, and retain individual customers, as well as to predict customer purchasing habits and needs.
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Fact Sheet
What-who-when-where-why-how breakdowns of news releases. They are included in preparation of news stories.
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Issue Management
A process through which organization identify and analyze emerging trends and issues for the purpose of preparing timely are appropriate responses.
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Media Kits
Packets of documents designed to assist reporters in covering an organization's events and/or issues. The usually contains a new release, backgrounders, and a fact sheet. They may include pictures, graphic materials, and other information relevant to the event or issue.
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Research
The process of gathering information. Research also is the first step in the public relations process.
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Marketing
The process of researching, creating, refining, and promoting a product, and distributing it to targeting consumers.
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Social Exchange Theory
The premise that people seek to minimize costs and maximize rewards within their relationships
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Resource Dependency Theory
The premise that organizations form relationships with publics to acquire the resources they need to fulfill their goals and values.
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Member Relations
The maintenance of mutually beneficial relations between and among an organization and its members
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