Public Relations Campaigns Vocabulary

Press Release

a formal announcement, usually in a written format, sent to the media reporters in hopes of gaining a positive news attention

News Conference

a media event in which journalists are invited to hear an announcement and ask follow-up questions

Survey

a research method which involves asking standard questions of a sample population and analyzes the reponses

Campaign

a set of activities or operations designed to help an organization to achieve a goal over time within a specific time frame

Tactic

a specific activity conducted to implement the strategies of a program

Public Relations

a strategic communication process that builds mutually beneficial relationships between organizations and the public

Strategy

a vehicle used to achieve objectives

Public Relations Audit

examination which analyzes the reputation, overall performance, main competitors and any other aspects of an organization

Focus Group

group interview monitored by a researcher who guides a conversation about a particular issue

Social Media

internet media which allow users to share information, participate in dialogues and create content online

Media Impression

number of potential audience members reached with a message

Objective

specific, measurable indicator of whether a goal has been realized

Goal

statement of expected outcomes an organization would like to achieve