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Baran Book Cover
Introduction to Mass Communication, 2/e
Stanley J. Baran

Public Relations

Glossary

collateral materials  printing, research, and photographs that PR firms handle for clients, charging as much as 17.65% for this service
fixed-fee arrangements  when PR firms perform a specific set of services for a client for a specific and prearranged fee
flack  a derogatory name sometimes applied to public relations professionals
focus groups  small groups of people who are interviewed, typically to provide advertising or public relations professionals with detailed information
greenwashing  public relations practice of countering the public relations efforts aimed at clients by environmentalists
integrated marketing communications (IMC)  the strategy by which firms combine public relations, marketing, advertising, and promotion functions for communication over a variety of media
lobbying  in public relations, directly interacting with elected officials or government regulators and agents
propaganda  generation of more or less automatic responses to given symbols
pseudo-events  events that have no real informational or issue meaning; they exist merely to attract media attention
satellite-delivered media tour  spokespeople can be simultaneously interviewed by a worldwide audience hooked to the interviewee by telephone
video news release  preproduced report about a client or its product that is distributed on videocassette free of charge to television stations
viral marketing  a strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word