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.doc1 1 0 WELCOME TO THE WORLD OF PUBLIC RELATIONS
F Face. A particular design of printing type of which there are several hundred display and text faces.
Facility visit. A PR visit when journalists are invited or taken to make a visit in order to write a story or prepare a radio or TV program.
Facsimile. Electronic method of transmitting exact reproductions of printed matter over telephone lines. Commonly called fax.
Facsimile machine. Device for sending reproduction of message by telephone line. Two-Ten Communications have a special fax news service, but unless invited to do so it can be unwise to make general distribution of news releases by fax as this involves publisher paying for unsolicited material, Newspapers using contract printers (e.g. The Independent)may edit in London and fax pages to printers.
Fact sheet. A written summary about some event or situation that is given to reporters so that they will have the basic facts at their fingertips. Often a fact sheet will give information in the journalistic format of who, what, when, where, why, and how.
Facts book. Collection of contact reports (see) . Very useful when compiling end-of-year report on services conducted for client.
Family (typographical). All variations of a typeface such as light, medium, bold, condensed, expanded and italic.
Favourable image. An unfortunate but common PR term since an image can only be as perceived. Implication is that an organisation with a bad image can be given a favourable one, but a good image has to be deserved and depends on knowledge and understanding. See Corporate, Current, Multiple image.
Feature article. Press item with greater substance than a news report and usually bearing author's name. A PR article should be negotiated with editor, and written to suit editor's instructions.
Feature story. A message giving detailed information about some subject such as a company, an association, a product, a service, a situation, or a problem, the objective of which is to educate and entertain readers. The focus is often on human interest instead of late-breaking news.
Fee. Remuneration of a PR consultant, usually based on an hourly or daily rate which represents time, overheads and profit, but exclusive of materials and I expenses. Not to be confused with a retainer (see) which usually only given I exclusivity.
Film. Motion picture footage, often used to convey information to audiences.
Financial PR. Specialised field of PR which deals with financial affairs of a public I limited company, or one about to go public. Covers annual report and I accounts, shareholder relations, City page news, information for investment 1 analysts, takeover bids and privatisation share flotations. Many specialist financial PR consultancies.
Five Ws. Journalist's news story formula. Who is story about, what happened, when did it happen, where did it happen, and why did it happen? But see Sevenpoint formula for news release.
Finish. Quality of a paper surface, e.g. art, supercalendered. A finished paper is polished.
Flack. A derogatory and contemptuous term used by journalists to belittle public relations people.
Flatbed. Printing machine with printing image flat on bed of machine and not on curved plates or cylinder as with rotary presses.