| advocacy advertising | Advertising that takes a stand on an issue or advocates a certain viewpoint.
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| brand publicity | The use of nonpaid media messages to deliver brand information designed to positively influence customers and prospects (also called marketing public relations).
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| buzz | Excited talk about a brand.
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| cause marketing | Company or brand support for a good cause through donations of a percentage of sales to the cause.
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| corporate advertising | Ads designed to build awareness of a company and explain what it does or believes.
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| corporate branding | The practice of managing the corporate organization as a brand.
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| corporate communication | Public relations carried out by senior executives who advise top management on how the organization presents itself (also called corporate relations).
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| corporate relations | See corporate communication.
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| crisis management plan | A plan for managing a company's response when disaster strikes.
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| employee relations | An area of public relations that focuses on establishing and maintaining communication systems with employees.
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| fact sheet | A summary of key information.
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| financial relations | An area of public relations that creates communication directed to-and often developed in collaboration with-investors, analysts, stockbrokers, and financial media.
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| gatekeepers | Editors and writers who decide what news is worth covering.
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| human interest angle | A story idea that appeals to people for reasons other than news.
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| image | A representation derived from planned communication, such as advertising and brand publicity.
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| influentials | Opinion leaders and early adopters who, in turn, influence other people.
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| media relations | (1) Activities that distribute information to the media creating publicity for an organization. (2) Activities that cultivate relationships of trust with key reporters and editors.
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| mission | (1) What a company stands for and represents. (2) What a company is striving to accomplish.
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| mission marketing | A type of marketing communication strategy that presents the company's mission.
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| news kit | A packet of information that includes photographs and drawings, maps, histories, background facts, different stories on different aspects of the product or event, speeches, and test results, along with the name of a person to be contacted for more information (also called press kit).
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| news peg | An announcement of something that is new.
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| news release | Any form of print, visual, or broadcast announcement that an organization makes available to the media about its activities; includes video news releases (also called press release).
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| pitch letter | A letter, either mail or e-mail, written by a PR person proposing a story idea to an editor or reporter. In close working relationships, the pitch may be made by phone.
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| press kit | See news kit.
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| press release | See news release.
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| public relations | (1) Communication activities that help an organization and its publics adapt mutually to each other. (2) A communication function used to promote mutual understanding between an organization and its various stakeholder groups.
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| public service announcement (PSA) | Ads for nonprofit organizations that run on time and space donated by the media.
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| reputation | The esteem that a company or brand has in the eyes of its stakeholders.
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| third-party endorsement | An objective perspective presented by a reputable source who has no personal interest in the success or failure of the product being endorsed.
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| video news release (VNR) | A television news release or package, produced by a company to feature a product or service and designed to run from 30 to 90 seconds on a news program.
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