To help our visitors, we have created a list of basic definitions used in the communications industry. By increasing your knowledge, we are helping you to help us serve you better.
ATL (above the line): promotion, paid PR article, published through regular channels and falls under the scope of ATL communication.
Internal public relations: continuous communication and relationship organizing activities developed and maintained among the members and groups of an organization.
Briefing: a short written summary, prepared by the client for the PR agency in order to define exceptions of the communication and the kind of changes they would like to see as a result of the cooperation.
BTL (below the line): direct, personal communication without involving regular media channels. BTL communications offers an opportunity for personal contact with the offered service/product.
CSR (Corporate Social Responsibility): CSR means working together for the common good, ensuring cooperation, mutual welfare and fair competition. CSR programs at the appropriate level help to develop win-win situations as they bring financial advantages both for the company and the local communities.
Guerrilla marketing: a method of promotion and communication using innovative and unconventional methods to transmit a message. Guerrilla marketing reaches its goals by using words, speech and the channels of electronic communication, which also make it much cheaper than conventional marketing.
Newsworthiness: the more breaking and surprising the news is, the more newsworthy it is. If the people are famous, the event has a widespread affect or even damaging effect, the newsworthiness increases. Geographical and cultural nearness also play an important role.
Communications training: development of communications skills and improvement of presentation skills. Training includes speaking technique, usage of gestures and tones and presentation skills as well.
Crisis Communication: special communication activities to help combat the functional difficulties of an organization in a crisis situation. All crises can be handled well if we abide by the following 3 rules: a crisis is inevitable, a crisis can be prepared for (by preparing an action plan) and crisis management is a vital tool for every manager.
Public relations: communication and management of the relationship established between the organization and its external environment.
Media training: preparing managers to deal with the media giving them tools that will help them meet the expectations of news-hungry journalists. Training also includes interviewing techniques, how to behave in front of a camera and how to avoid mistakes.
PR article: free articles that contain newsworthy messages, sent to the press by the organization. However in Hungary most of the time we need to pay for PR articles
PR vs. Commercials
Public Affairs: relations of the organization developed and maintained in its own interest towards the society. Decision makers play a vital role in the organization of relations.
Collective category of public affairs:
Public Relations: the coordination of communication of an organization. Purpose: development of communication relations among individuals, organizations and their environment.
Tools of public relations:
1. State of the art computer tools: internet, intranet, e-mail, websites, DVD’s, company info CD’s, etc.
2. PR movies: reference, internal PR, images, marketing-pr, tutorial, investor relations, video newsletter, etc.
3. News Release: newsletter or professional article. One of the most important tools of maintaining press relations. Primarily printed and on-line media, which must be transparent and easy to understand.
4. Events: It is more important in PR activities to find out news than to find news. One possible way to do this is event planning, or creation of events. The most important success factors of any event are date, time, venue, program, actuality and participants.
5. Printouts: paper-based communication tools are still wide-spread within PR. Yearly reports, company papers, calendars, greeting cards, letters of invitation, press folders, etc.
6. Press meetings: the essence of press relations lies in bilateral communication. One of the most efficient tools of maintaining a good relationship between the press and the organization is press meetings. Examples of press meetings: breakfasts, dinners, conferences and background conversations.
7. Topic-owner system / Press club: Specialized journalists are asked to participate in the club. The club will only be efficient if the relationship is maintained continuously. Journalists can be employed within the club.
8. Press monitoring: consists of two elements; press review and press analysis. Its purpose is collection and analysis of press releases concerning the company, monitoring communications of their competitors and being up-to-date concerning general trends.
9. Road show: a travelling event with various venues and experiences for the audience. Creating an event in a place that otherwise would be void of activity “If the mountain won’t come to Mohamed, Mohamed must go to the mountain.”
10. Presentation: a performance, presentation or speech. It is a specific type of communication, where the media is the presenter – who is also an observer and can react to the signs and reactions of the audience.
11. TV and radio programs
Tasks of public relations:
...between the organization and its environment.
Word of mouth: a consumer forwarding information to another consumer.
Péter Szeles: Public relations in practice
Ildikó Fazekas - Dávid Harsányi: Marketing communication
Csaba Kollár: PR and press relations