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.doc104 WELCOME TO THE WORLD OF PUBLIC RELATIONS
A GLOSSARY
FOR PUBLIC RELATIONS WRITERS
А Account. A PR consultancy client.
Account executive. PR consultancy executive who liaises with clients.
ACORN. Acronym for A Classification of Residential Neighbourhoods. A marketing research database classification technique built around the premise that people in similar neighbourhoods are likely to have similar behavioural, purchasing and lifestyle habits. Used by marketers to understand the behaviour and lifestyle habits of all UK households, and to see how trends in those habits change year on year. Provides a tool for identifying consumers and targeting them in the right areas. See MONICA.
Actuality. A recorded statement by an identified person used in a radio newscast.
Advance. Monthly source of information about forthcoming editorial programmes. Published by Themetree Ltd, Aylesbury.
Adversarial situation. State of conflict which exists between journalists and PR practitioners, due to different reasons for publishing or seeking publication of information.
Advertising. Mass communication controlled and paid for by a sponsor. Paid space in a publication or broadcast.
Advertorials. Advertising on controversial issues, or joint advertising PR features to promote a product in a journal.
Annual report. A report that details the financial aspects of a business or a nonprofit organization during the past year. Publicly held corporations are required to file such reports with the Securities and Exchange Commission (SEC).
Appreciation of the situation. Assessment of the current situation, using observation, experience or scientific research, in order to identify communication strengths and weaknesses before making recommendations for a PR campaign.
Assignment editor. A person at a radio or television station who assigns reporters to cover stories.
Attitude research. Method of assessing original situation, or changes in attitude as a result of PR activity.
Audience flow. TV audience inherited from a previous programme.
Audiotape. A sound tape recording that is used to carry information to a broadcasting station and may be used on the air.
Audiovisual. Sound and visual device such as synchronised slide presentation with audio cassette, compact disc interactive (CDI), or video cassette. Usually portable.
Awareness survey. Similar to attitude survey and opinion poll, method of researching familiarity with subject, including increased awareness as a result of PR activity.