Just getting started with PR? Here are 20 things that’ll help you out…
- Publics: These are the people/audience who are important to the organisation in question.
- Stakeholders: audiences with particular interest in an organisation and can be affected by any decisions made, i.e; employees, owners, local governments, suppliers, unions and the local community.
- Spokesperson: A PR professional who is in-charge of speaking on behalf of an organisation.
- Press Release: newsworthy information written to inform the media about an organisation in order to gain press coverage.
- In-House PR: PR staff who work within a companies dedicated PR team whom are responsible for all PR solely for their company.
- PR Agency: An independent set-up, designed to serve multiple organisations or clients through the medium of PR.
- Campaign: Planned activities created in order to achieve objectives.
- Brief: The outline of information that a client wishes to be changed/done.
- Strategy: The action you will take in order to complete your campaign objectives.
- Pitch: Presentation of ideas.
- Tactics: Steps to carry out as part of an overall PR campaign.
- Embargo: Utilised within PR in order to put restrictions on release dates of work/information.
- Coverage: when your organisation/client receives a mention within the press.
- Crisis Management: Having a plan in-place to be utilised when something goes wrong for your client/organisation.
- Corporate Social Responsibility (CSR): an organisations approach to sustainable development with social, economic and environmental benefits. The role of PR within CSR is to communicate policy effectively in order to build a positive brand reputation.
- Media Relations: the relationship that a PR professional develops on behalf of their organisation/client with journalists and the wider press.
- Media Monitoring: the tracking of all mentions of your organisation/client across social platforms and the media.
- Evaluation: Measurement of the impact of a PR campaign.
- Corporate Identity/Brand Identity: How an organisation/client present themselves and wishes to be seen by their target publics.
- Public Relations: Public Relations is about reputation – the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. (CIPR Definition).
KG Public Relations 