Tài liệu Thuật ngữ media relations pptx

Account
Team
The public relations or advertising agency staff assigned to a
specific client, generally consisting of various members, and
often including an account director, account manager, senior
account executive/account executive, and account assistants.
Advertising
Presenting persuasive material to the public by means of paid
space or broadcast time to promote a product, idea, or service.
Angle
The particular approach a reporter takes in writing a story.
AP Style
Standardized rules of grammar and writing style, issued by the
Associated Press.
Area of
Dominant
Influence
(ADI)
Geographic area reached by radio stations.
Article
Guidelines
Requirements and procedures used to standardize bylined articles
for submission to a specific publication.
Audiovisuals
(AV)
Presentation methods that use sight and sound in order to
enhance the understanding of a topic. AV includes the use of
electronic devices, usually involving screen and visual images, as
contrasted with printed material.
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B

Backgrounder
Any briefing or report intended only for the purpose of
providing background information to a reporter.
Biographer
A person who gives vital facts and history of a person's life.
Brainstorming
The creative method for producing a multitude of ideas on a
given subject or problem, generally recorded for future
evaluation and use.
Broadcast
The dissemination of programs or messages through the media
of radio, Internet, or television.
B-roll
Video with natural sound that does not include a reporter's
voiceover.
Brochure
A printed piece created for informational purposes or
promotion.
Business
Newswire
A distribution service that delivers breaking business news and
multimedia content to traditional and online newsrooms and to
targeted journalists.
Byline
Name of the writer positioned under the headline at the
beginning of a story.
Bylined

Article
Article written by a non-media person, usually an expert in a
certain field, and submitted for publication.
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C



Callback
Telephone follow-up to a printed invitation or advisory.
Client
The organization or person who employs the services of a
public relations or advertising firm.
Consumer
Publication
Printed matter intended for a general reader.
Content
Analysis
The technique of reading publications, advertisements, or
other messages to find references to an organization or an
idea, then coding and analyzing the content to determine
trends and opinions.
Contract
A formal agreement made between the service provider and
the client, covering agreed objectives, timing, and price.
Copy
Written text.
Corporate
Communications

Public relations for a corporation, integrated as part of the
company's overall strategic objectives, rather than activities
designed for its individual segments.
Crisis
Management
The practice of preparing a communications plan that can be
effectively put into action in the event of a potentially
negative issue for a company or organization.
Cue Sheet
A piece of written material containing messages about the
client or its products, or an extract from a paper or magazine.
Also referred to as clipping.
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D



Dateline
Place and date of an article's origin that appears at the beginning
of the first paragraph of an article.
Daybook
Daily schedules of upcoming news events, published by the
Associated Press and other wire services.
Deadline
A time limit for the completion of an article or other assignment
by a reporter or other contributor.
Delayed Lead
Writing style where the specific subject of a story doesn't come
into clear focus until some time after the first paragraph(s),

usually in an attempt to set the background and tone before
getting to the main point.
Designated
Market Area
(DMA)
Area reached by television stations.
Direct Mail
The use of letters or personalized advertising, targeted to
carefully selected lists of people, in order to promote a specific
product, idea, or service.
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E



Editor
The supervisor of a department of a newspaper, magazine, etc.
Editorial
Expression of opinion, as opposed to a news article which
presents facts without opinion, that often appears on the editorial
page separate from news stories.
Email Pitch
A pitch sent via email instead of presented to the media by
phone, mail, or fax.
Embargo
Date
A heading on a news release indicating that the news is not to be
reported before that date.
Exclusive

An interview or story opportunity presented solely to one
reporter or publication and not to others.
Exposure
The extent to which the target audience becomes aware of a
person, activity, theme, or organization from the efforts of PR or
advertising.
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F



Fact Sheet
A list of facts or statistics about a particular topic that allows
media quickly to grasp a particular issue or situation.
Feature
Article
A newspaper or magazine article that discusses and interprets an
event or trend, as opposed to spot reporting.
Fees
The pre-negotiated price, usually based on hourly billable rates,
for the time of the staff working on client projects, generally
invoiced in regular monthly installments and monitored through
daily time records.
Freelance
Writer
A person who sells his or her articles to a publication without a
long-term commitment.
Full Service
A one-stop PR company that serves clients from many different
industry sectors. Generally, full-service agencies offer a range of

PR disciplines, in-house design, and other services.
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G



Ghostwriting
Writing generated without published credit to its author and often
credited to another.
Graf
Paragraph.
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H



Hard News
A story that is truly newsworthy, presented factually and
objectively.