1_22 / 108
.doc108 WELCOME TO THE WORLD OF PUBLIC RELATIONS
Cue-card. Card sent with audio tape of radio interview to radio station, giving introductory and closing words.
Current image. Perceived image. How organisation is seen by outsiders. See Corporate, Favourable, Multiple image.
Customer relations. PR activity directed at customer such as external house journals, works visits, questionnaires, after-sales services.
Cyan. Standard blue colour in four-colour printing process.
Database. Indexed information held in computer storage, from which a computer user can call up selected information, usually for a fee. Also called data- . bank.
Dealer magazine. External house journal addressed to dustributors.
Dealer relations. PR activities directed at distributors such as dealer magazines, works visits, window dressing contests, conferences, invitations to exhibition stands, and training schemes for sales assistants.
De-massiflcation. As originated by Alvin Toffler in his books on futurism, the fractionisation of media, especially TV as has been seen with alternatives to ВВСДТУ programmes, e.g. cable, satellite, VCRs, video games etc.
Demographics. Classification of people by physical characteristics such as age, race, occupation, sex, or state of health.
Desk research. Study of existing internal and external records and surveys.
Desk-top publishing. Use of computer hardware such as Apple Macintosh and software such as PageMaker and Quark Express, which enable editor to set, layout and record on disc publications which can be sent or transmitted direct to the printer.
Digital printing. A printing technology which allows printed material to be produced without printing plates, image-setting, film, stripping, halftone screening, or scanning. The colour quality is as good as, or better than, highquality conventional litho printing. The system accepts data in PostScript form, either direct from a disc or via ISDN.
DipCAM. Vocational qualification for British PR practitioners, requiring passing of six subjects at Certificate level and three at Diploma level. Conducted by Communication, Advertising and Marketing Education Foundation. Applicants for full membership of Institute of Public Relations {see) required to have DipCam (PR) or its equivalent.
Direct input. Paperless news-room in which journalist keys news into computer, sub-editor subs story on VDU, and page made-up on computer, final copy to mainframe computer for production of copy for plate-making.
Direct mail. A means of reaching the public with letters that are mass-produced. They are often individualized to give the appearance of being personally written.
Direct to plate. Computerised platemaking system, which images digital page data onto printing plates with no need for intermediate film. This technique offers savings in time, as well as labour and materials, while avoiding the environmental impact of film processing.
Dirty copy, proof. Printing copy with many handwritten corrections or additions, or proof containing many errors. Opposite to clean copy or proof.
Drop capital. First character of a word at the beginning of a paragraph, set larger than the body copy. A style often used in editorials, the first letter occupying a depth of two, three or more lines of copy.