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ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ 107

Controlled circulation. Publication such as trade journal distributed free of charge to a list of recipients selected by publishers. To earn Audit Bureau of Circu­lation certification, proportion of distribution list must be requested and request cards are inserted in issues. Merits of CC journalists is their greater penetration of the market compared with those requiring subscription. CC method often used to launch new magazines, readers, eventually being asked to pay a subscription.

Cool media. Marshal McLuhan's term for participatory media such as films and TV. See hot media.

Copy. In printing, all material including pictures for publication. Editorially, the text. In advertising, the wording of an advertisement. Or a single "copy" of a journal.

Copy date. Deadline when editor, advertisement department or printer requires all material for printing.

Copy point. A key message in public relations materials such as a news release or a brochure.

Copyright. Statutory protection to keep others from using a person's literary, musical, or artistic work without proper permission.

Copy testing. Exposing several messages about the same subject to find out which particular set of words is most effective.

Corporate advertising. Kind of PR advertising, usually aimed at telling company story and building correct image. Typical example in business journals such as The Economist.

Corporate culture. The pattern of shared values and beliefs which shapes behav­iour in an organisation. Set out in mission statements.

Corporate identity. Visible and physical representation of an organisation using logo, house colour, typography, clothing, livery, etc.

Corporate image. Mental impression or perceived image of an organisation based on knowledge and experience. Cannot be invented but may be changed. Different people may hold different corporate image, e.g. employees, shareholders,distributors or customers according to their personal knowl­edge and experience. Consequently impossible to polish a poor image, but PR can build a true image by developing knowledge and understanding.

Correspondent. Journalist who contributes material on specialised topics, e.g. agriculture, education, motoring, politics, shipping, or war. Usually a freelance, but could be editor of a specialised magazine who acts as a special correspondent on his subject to newspapers.

Cover price. Retail price as printed on cover of journal.

Coverage. Extent to which PR material has been used by the media. Not to be calculated on cost of advertising space or airtime. Best evaluation as mix of volume, tone (how the message was conveyed) and quality (where and when the message appeared). See Voice.

Credibility factor. Extent to which a PR message is believed.

Crisis PR. Organisation of a small crisis management team which has manual of instructions, and conducts rehearsals, in readiness to deal with any crisis should one occur, especially in handling the media. A result of the spate of crises in recent years in chemical, oil and other vulnerable industries.

Crop. To trim or mask a photograph in order to reproduce only a certain part of the negative. Can be done before ordering final PR prints.

Crosshead. Small heading, set in centre of column, separating two paragraphs.