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11 6 WELCOME TO THE WORLD OF PUBLIC RELATIONS

Lineage. Some European journals try to charge sponsors of PR stories 'by the line'. See also hosting.

Literacy. Ability to read and write is common form of literacy, but in developing countries there is also oral literacy or ability to remember and recite mes­sages, and visual literacy consisting of mental pictures.

Literal. Composing error for which printer is responsible.

Lithography. Planographic printing process, originally from a slab of porous stone, but now from metal plates. Principle is based on the fact that grease and water will not mix. The image area on the plate is greasy and the plate is dampened so that ink adheres only to the image. Flat-bed and rotary press­es. Offset-litho (see) has an intervening blanket cylinder which receives the impression from the plate and transfers it to the paper. Advantages of speed, high-pigment inks, fine screens and better quality paper.

Libel. A false and defamatory statement that is published about someone. (Com­pare slander.)

Livery. House styling and identification of all forms of transportation, e.g. tank­ers, lorries, vans, aircraft as part of corporate identity (see) scheme.

Lobby correspondent. Journalist accredited to mix with Ministers, MPs and party officials to write about political events and to report 'off the record' state­ments from 'non-attributable source' which are usually politicians not wish­ing to be named. Privileged to receive White Paper 24 hours before publica­tion. Not to be confused with Press Gallery reporters who make verbatim reports on speeches made in the House. Lobby correspondents are accred­ited by the Sergeant at Arms and are allowed access to the parts of the Palace of Westminster not usually open to members of the public.

Lobbyists. Not to be confused with lobby correspondents who are journalists, lobbyists represent pressure groups and will endeavour to inform MPs, Ministers and civil servants of their causes. Various groups such as farmers, nurses, doctors, teachers, old age pensioners and so on have their 'lobbies' or representations to politicians. There are specialist PR consultancies which undertake lobbying on behalf of clients.

Logotype. Visual presentation associated with a certain organisation, and used as a form of identification and as part of a corporate identity (see) scheme. May be registered as a trade mark. Abbreviated as 'logo'.

London Chamber of Commerce and Industry. Examinations Board located at Sidcup, Kent. Has run business studies examinations world-wide for more than a century. Has Group Diploma in Public Relations which is acceptable by CAM as an entry requirement.

Low profile. Attempt to avoid publicity. Rather negative and silly PR tactic by companies which are afraid of criticism.

Lower case. Small characters of a typeface. Originally taken by hand compositor from the lower case or drawer of a type cabinet. All characters except capitals which are upper case.

Machine coated. Paper which is given a coated surface on the papermaking ma­chine.

Machine proof. Proof, such as a colour proof, which is checked at the printers.

Magazine show. A television show that gives viewers information about special interest subjects. Neither news nor pure entertainment, these shows are comparable to the feature stories in newspapers or magazines.