Worldcom Releases "International Public Relations e-Glossary"
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- 1. INTERNATIONAL PUBLIC RELATIONSGLOSSARY1st edition January 2013
2. Dear Friends :On behalf of Worldcom Group, I am pleased to provide you with an e-glossary ofpublic relations and marketing terms from around the globe.Many of these terms will undoubtedly be familiar, but there are hidden gems on everypage that provide insights on how public relations and communications are viewedin different countries and regions. Our partner in Cape Town, South Africa offers usBlegging, the practice of asking bloggers for free assistance. Our partner in Indonesiacaptures the importance of reaching rural markets through Community Audio Towersthat narrowcast information about agriculture, health and nutrition. Our partner inJapan offers us Kizuna, a term to describe a common hardship that unites people.The nearly 400 entries in this e-glossary include terms that are playing an importantrole in the evolving nature of our business. For example, we have long lived in a worldof Paid Media (advertising) or Earned Media (media relations). But communicationand persuasion are increasingly impacted by Shared Media (online and social mediasites where many voices compete for attention and relevance), Promoted Media(paying to push content to a much larger audience than would access it organically)and Owned Media (companiesorganizations creating and promoting content viachannels they control such as their websites, e-newsletters and blogs).This e-glossary is a tangible symbol of why we are proud to be a member of Worldcom,the largest, most established and respected partnership of independent agencies inthe world. As our clients increasingly engage in campaigns and business relationshipsin every corner of the globe, they count on our agency and our 109 partners across sixcontinents to create effective, localized and culturally appropriate public relations andmarketing campaigns.I hope you nd value in this Worldcom e-glossary, and I wish you much success overthe coming year.Corinna VossGlobal ChairWorldcom Public Relations Group 3. GLOSSARYTABLE OF CONTENTS# 4H13 14P19 21A 45 I 14 15Q21B 57 J 15 R21 22C 7 10K 15 S22 25D 10 11 L 15 16T25 27E 11 12M16 18U27F 12 13N18 V27G 13 O18 19 W 27Participating Worldcom Partners 28 4. 1.5 Generation Used in the United States to native language, but adaptarrive as adolescents and retain theirdescribe immigrants that socially and culturally to the American lifestyle. 24/7/365 24 hours a day/ 7 days a week/ 365 days a year; always occurring. 360 Degrees Addressing the entire issue; seeing the whole picture.A Above the Fold A phrase used to describetermtop portion of the newspaper thatlies above the fold. The the generally refers to the prominence of a news article located on this part of the page. Access The right and ability to receive information. Acculturation The process ones own native culture. a dominant culture, while maintaining of adopting elements ofActionable Direction Instructions given that include measurable objectives. Activation Driving abrand so they have agrassrootsexperience and canwith the campaign from thepersonal up; involving consumers form their own perceptions rather than pushing down from the company to the consumer. Activist Investor An investor whomanagement of a company, often by nominating membership or advocates change in the strategy, Board dissident Board candidates or proposing other issues for approval by shareholders in a proxy ght.Advance Givingwith theto one newsoforganization beforetime. to providethem a story advantage more preparation othersAdversary Disarray A campaign to diminish or eliminate a competitors uniqueness.Advertising Equivalency Value (AEV) A common equation to compare media results withmediaplacements in orderused to put a dollar value onadvertising results; a measurement with noted problems, requiring one to identify and weigh the pros/cons of the measurement before providing the data to a client.Advertising Value Equivalency (AVE) See AEV (Advertising Equivalency Value).Advertorial Paid advertising in the(advertising)article; a combination of thewords advertisementform of an and editorial (article). Agencies of Collaboration (AOC) The agencies of an organization working together on given projects.4 Agency of Record (AOR) An organizations primary PR agency. 5. Algorithm A set of formulasservingcomputer uses to performoncertainfunction, such asthat a up related content basedapastbehavior and interest.Alignment Occurs when donors base their overall support on partnercountries national development strategies, institutions andprocedures.Alliances Formal arrangements withexchangingorganizations for the purposeof diversication and/or external information, hardware orintellectual property. AP Style The AP Stylebookprinciples and practices of for grammar,punctuation and is a style and usage guidereporting; anewspaper industry standard in the United States; typically usedin broadcast, digital and print media as well as public relations.App A shorthandand developers for mobile applicationsamongonconsumersterm for application made popularusedsmartphones, tablets and other mobile devices.Augmented Reality A term virtual character, the blendinginformation areworld with toreality; used to describeimages and of the virtualperceivedbe a part of the world that actually exists. Avatar A digital representation of oneself; often a prole picture.BBack Ofce A general term used to describeusually not client-facing asto helping run the company itself; the employees dedicatedopposed to sales/marketing.Background The history of a company or product and their environment.Backlink Incoming links to your web page from another source on the web.Backpack Journalist An emerging breed ofinclude: print, motion/video, blog/digitalplatforms; these may reporter who les content on multipleand social. Bad Bosses Not really people who are bad, but bosses who arent clear ontheir needs and wants. Bandwidth Skills, time, ability or willingness to be able to do or accomplish something.Banner A graphical form of(468 60advertising; the best known is the so- called full-banneronlinepixels). Barrier to Entry An obstacle that makesduring messageentercampaign strategycritical to understand it difcult toanda given market;creation. Barter The exchange of products and/or services without the use ofmoney.5 Base Year The assessment period that corresponds with the date that a tax base is established. 6. Before/ After Market The early morning or late afternoon hoursprefer to announceexchanges are closed; companies usuallywhen the major stockmajor news during these hours to avoid causing uctuations instock trading.Benchmarks Measures of progress toward athe anticipated intervals prior to the programs completion, orgoal, taken at attainment of anal goal. Big Data A data set that cannot be treated, skills due to its complexitytraditional database management measured or analyzed withand enormousness; may also refer to a large data set containingvaluable customer information.Blanket Dissemination An undesirable out a targetedsending outanews releases thatentails sendingapproach forrelease to broad and irrelevantaudience with the hope that you will receive coverage.Blegging Asking the blogosphere for assistance; begging via a blog.Blog A particular type of website publishing multimedia content organized in posts.Blogger Creatorexpress their aown views and are therefore morefree toor editor of blog; most bloggers consider themselvesindependent compared to online editors and print mediajournalists. Blogosphere A network of interconnectedinternetforming a community; at times used to reference theblogs, as a whole. Blogroll A list site;links to other relevanttrafc within theby a blogger ontheir ofa method of drivingblogs, featured blog community. Boilerplate The nal section including information on its size, locations, business, usually of a news release that summarizes a companysproducts and markets. Brainstorm A creative and collaborative session, one individual. sharingof ideas and strategies by more thaninvolving the open Brand Advocate An individualrecommendpositive experienceof thata brand withinextent they who has a or speak favorablywith brand to thetheir personal communities.Brand Ambassador (BA) An individual whoto individualsgrassroots level of a campaign todeliver messagingworks at theon a word-of-mouth basis. Brand Loyalty The degree of commitment to one particular brand during a certain period of time. Brand Narrative The story ofillustrated bybroughtmultimedia and/orseries of milestones a companyprint, to life through a digitalchannels.6Branding The right evolution for aand dening a brand; working to identify the process of creating brand. 7. BRICS A groupwith5acountries,inuence and impactChina and South Africa, of growing Brazil, Russia, India,on regional and global issues.Bridge Transition between the initial question and the messages that tell the desired company story. Brieng Document Background on background, reporter to prepare a client; may ofinclude: outleta media opportunitybackground, an overview the opportunity, messaging and recent articles from the reporter.Broadcast Media The massthrough a television orand audio messaging, generallyreleased distribution of visualradio outlet.B-Roll Supplemental footage added throughout a nal piece of video content. Bullet Points Items inoffnews release orofothertext by typographical, circular are setafrom the rest the communication document that marks, or bullets; symbols to show importance or make the text easier to read.Business to Business Marketing (B2B) Marketing on behalf of a business, directed towards other businesses.Business to Consumer/CustomerMarketing (B2C) Marketing on behalf of a business, directed towards consumers.Buzz Marketing Marketing activities people aboutencourage spontaneous discussion betweendesigned to a specic product, service, company or brand.Byline The name and title for th