Public Relations Glossary

Public Relations Glossary
Section 1
advertising: the process of gaining the public’s attention through paid media announcements

analyst: an individual representing a trade or professional association who reviews and comments publicly on products, services and companies

B-roll: film or television footage that plays while an announcer speaks over it

backgrounder: an in-depth document that explains a product, service or company in the context of its need, place in the industry and place in history; often supports and explains an accompanying press release

bio: biography (usually a brief synopsis of a person’s credentials)

boilerplate: standard wording about a company that usually appears near the bottom of all company-issued press releases

buzz: media and public attention given to a company, its products or services

byline: author’s name given at the beginning of an article

call tree: a list of names and contact information that should be notified immediately in a crisis

client list: a list of a company’s key clients; sometimes includes contact information

collateral: secondary documents that accompany or support PR deliverables

communications audit: a systematic survey of members of a target audience (often members of the media or potential customers) to determine awareness of or reaction to a product, service or company

content: information

copy: words printed in the press
direct mail: communication sent by post or e-mail to a targeted audience

e-zine: online newsletter or magazine

FAQ (Frequently Asked Questions): a list of questions and answers for the media pertaining to a press release; often included in a press kit

fact sheet: a short (generally one-page) document that provides a “snapshot” look at a company, product or service

follow-on: a product, service or article, for instance, that results directly from a previous product, service or article

font: computer or Internet typeface (though it’s technically interchangeable with “typeface,” font actually means a specific instance of a typeface including point size, pitch (width) and spacing; “Helvetica, 10 pt. with pitch value of 9,” for instance)

FUD: short for “Fear, Uncertainty and Doubt,” FUD is using positioning of one’s own products or services to cast fear, uncertainty and doubt on the competitor’s. For example, by calling Mike’s Auto Shop the “home-grown” auto shop, we created the doubt that other auto shops weren’t home grown, and the fear that if a customer didn’t go with a home-grown shop, they might not receive good service.
goal: the primary result a company is attempting to achieve through its public relations efforts

headline: the title of an article or press release

hit: a visit to a particular page on a web site by a web visitor

hype/hyperbole: overdone exaggeration
implied endorsement: the character the public often assigns to non-paid neutral or positive media coverage of a company, its products or services
industry authorities: respected individuals or publications within an industry

ink: space devoted to a company, its products or services in the print media

inverted pyramid: journalistic style of writing where the most important information is written first, followed by information of decreasing importance (this allows the reader to stop reading having gained the most important information; it also allows editors to cut or edit the story from the bottom up without omitting vital information)

house organ: a newsletter produced by a company for the employees of that company

jargon: language known only to members of a specific group, company or industry

key influencers: individuals, groups or publications whose opinion or coverage of a product, service or company can significantly affect public perception within a specific market
link: a portal to another web site or to another area within a web site

marcom: marketing communications

marketing: the function of promoting, selling or distributing a product or service

media: members or tools for disseminating the news; unbiased third parties (press representatives)

media coverage: mention in the media of a company, its products or services

media policy: organizational directive as to how company representatives will communicate with the media

media relations: the function of gaining positive media attention and coverage

mind share: amount of thinking an individual or group does about a particular product, service or company

news conference: a scheduled presentation to a group of media representatives

news feed: electronically transmitted broadcast information

noise: confusion caused by too many messages trying to be delivered at one time

objective: a specific, measurable goal
pass-along rate: the number of times a received document (article, newsletter, brochure, report, etc.) is shared with other individuals

pitch: a prepared sales presentation, usually one-on-one (in public relations, it’s generally an attempt to get positive coverage or analyst review)

PMS: PMS is the acronym given to color codes associated with a specific ink color library. Print shops often refer to a PMS color such as “PMS 328,” a nice teal color. PMS stands for Pantone Matching System.

positioning (1): placement of a company, its products or services in a market category or in relation to its competition

positioning (2): the location a company’s web page appears on a search engine after a searcher enters key words to search

press: members or vehicles of the media

press kit: several press deliverables combined in one package (usually a folder)

press release: a paper or electronic document submitted to the media with the intent of gaining media coverage

product demo: a physical run-through of a product or service by company representative (usually to analysts or members of the press)

proofread: carefully reading a document to weed out errors
public affairs: the public policy aspect of public relations. See expanded definition.

public relations: the function of creating and maintaining a public image or identity

public relations advisor: a person who provides public relations guidance (may work inside or outside a PR firm)

public relations consultant: independent professionals who provide public relations guidance

public relations counsel: see “public relations advisor”

public relations firm: a company made up of public relations advisors and their support staff

public relations plan: a document that details specific actions to achieve a public relations result

publicity: media coverage

pub: publication

Q&A/rude Q&A: a document that lists predictions of difficult questions that may be posed to a company spokesperson, and the best answers the spokesperson can give to answer the questions and meet the company’s objectives

query letter: a letter sent to a publication asking whether the publication would be interested in receiving a bylined article

repositioning: changing the placement of a company, its products or services in a market category or in relation to its competition

retraction: media correction of information previously and erroneously reported

running columns: regularly appearing articles of a specific theme or topic in a publication

sans serif/serif: these terms apply to typeface and whether a particular typeface has “tails” on it or not. Serif typefaces have “tails” on them — Times Roman is an example of a serif typeface. Sans serif typefaces have no tails; Arial and Helvetica are examples of sans serif typefaces.
Here is an example of sans serif.
Here is an example of serif.
script: prepared speech written on paper

self-mailer: a brochure or other document that contains postal information (return address, bulk mail insignia or room for postage) and room for an address label so that it can mailed by itself, without having to place it in an envelope.

shelf-life: how long a document is held onto by the receiver

sig file: a signature block consistently used that includes a tag line about your company. Example:
Janet Jacoby
THE PR ACADEMY
Our courses change lives
http://www.learnpr.com
simultaneous submission: sending a bylined article to more than one publication at the same time (often frowned upon)

strategies: methods used to accomplish objectives

strategic partner: a company or organization that another company or organization aligns itself with to benefit both parties
tactics: action items to support strategies and objectives

tag line: a sentence or phrase that provides a creative description of an organization’s position (e.g., Red Cross: We Save Lives).

target audience: the key groups or individuals that a company most wants to receive its public relations messages

trade publication: a magazine, newspaper or newsletter published by members of a specific industry

typeface: printing type (e.g., Helvetica, Times New Roman, Courier)

Unique Selling Proposition (USP): A one-line description of your company’s products or services that differentiates it among your market from the offerings of its competitors

URL: Uniform Resource Locator. Generally when someone asks for your URL, they’re asking for your web site address

white paper: a technical document that explains how a product or service functions and its purpose

writer’s guidelines: a list of do’s and don’ts, including word length, topic choice, and format that publications provide for writers who wish to submit articles

© 2001-2004 The PR Academy
Glossary provided by The PR Academy, www.learnpr.com

















Glossary

SECTION 2


Accompanying script The version of a television script sent with the taped spot to the stations that will run it. The accompanying script is stripped of all but its most essential directions. It is intended to provide the reader with a general idea of what the taped spot is about, and is to be used only as a reference for broadcasters who accept the spot for use.
(See (12))






Actuality An audio- or videotape that features newspeople describing an event, interviews with those involved in the event, or ambiance or background of the event itself for a voice-over.
(See (12))






Advocacy advertising Presents a point of view. This may range from political to social and, by inference, positions the company as an involved citizen of the community or the nation.
(See (11))






Anchor A line or strip of color used at the top or bottom of the page to gain unity in a publication.
(See (14))






Angle The hook in a news release that attracts media attention.
(See (7))






Annual report One of the most-produced organizational publications, annual -reports not only provide information on the organization's financial situation, they also act as a vehicle for enhancing a corporation's image among its various internal publics.
(See (8))






Appeal strategies A type of compliance strategy that persuades the audience by calling upon it to help or come to the aid of the communicator or some third party represented by the communicator.
(See (3))






Argument strategies Persuasive strategies designed to oppose another point of view and to persuade. There are two types: reasoned argument and emotional appeal. Both attempt to persuade by arguing one point of view against another.
(See (3))






As-recorded spot A radio spot produced by the originating agency and ready to be played by the stations receiving it. They are usually sent in the format used by the particular station or on reel-to-reel tape, which will probably be transferred to the proper station format.
(See (12))






Attribution A stylistic device whereby quotes are credited to their sources. Said is the most common form for journalistic style; however, says is commonly used by public relations writers to add immediacy.
(See (7))






Backgrounder Basic information pieces providing background as an aid to reporters, editors, executives, employees, and spokespersons. This is the information used by other writers and reporters to "flesh out" their stories.
(See (7))






Bias Writing that offends, demeans, or excludes people on the basis of gender, ethnic group, religion, age, ability/disability, or sexual orientation.
(See (16))






Blind headline A headline that imparts no information useful to the reader's -understanding of the story it accompanies.
(See (10))






Blueline A printer's proof that should be checked for accuracy before a print job is started.
(See (14))






Body type Type set smaller than 14 points and used for body copy. Distinguished from display type, which is 14 points and larger.
(See (14))






Bridge The part of a brochure that explains the purpose of the piece and refers to the title or headline.
(See (10))






Caption The informational description that appears below or next to a photograph or other illustration. Also known as a cutline.
(See (9))






Command headline A type of headline that orders the reader to do something.
(See (11))






Command strategies A type of compliance strategy that persuades through three forms:
• Direct requests with no rationale or motivation for the requests
• An explanation accompanied with reasons for complying
• Hints in which circumstances are suggested from which the audience draws the desired conclusions and acts in the desired way

(See (3))






Commercial speech As defined by the Supreme Court, the concept of commercial speech allows a corporation to state publicly its position on controversial issues. The Court's interpretation of this concept also allows for political activity through lobbying and political action committees.
(See (4))






Compliance strategies Persuasive strategies designed to gain agreement through coercion.
(See (3))






Consequence One of the characteristics of newsworthiness of information. Relates to whether the information has any importance to the prospective reading, listening, or viewing public. Is it something that the audience would pay to know?
(See (5))






Contact log A record of all telephone calls from the media or other parties inquiring about a crisis. This will help to ensure that the many callbacks required are not overlooked. It will also assist in the postcrisis analysis.
(See (6))






Controlled information Information over which you have total control as to -editorial content, style, placement, and timing. Examples of controlled information are institutional (image) and advocacy advertising, house publications, brochures, and paid broadcast material (if it is paid placement). Public service -announcements (PSAs) are controlled as far as message content is concerned but uncontrolled as to placement and timing.
(See (1))






Copyright Legal protection of intellectual property (e.g., writing, artwork) from use by others without permission.
(See (4))






Corporate advertising Advertising paid for by corporations but not related directly to products or services. Corporate or institutional advertising takes three basic forms depending on the purpose of the message: public interest advertising, public image advertising, and advocacy advertising.
(See (11))






Crisis team A group of people specifically designated to handle and respond to crises. This group is generally composed of managers in key areas including those areas most likely to be hit by a crisis.
(See (6))






Crossheads Small, transitional heads within an article.
(See (9))






Curiosity headline A type of headline that invites the reader to read further in -order to answer a posed question.
(See (11))






Cutline The informational description that appears below or next to a photograph or other illustration. Also known as a caption.
(See (9))






Dateline A brief notation at the beginning of a press release used to indicate the point of origin.
(See (7))






Defamation Any communication that holds a person up to contempt, hatred, ridicule, or scorn.
(See (4))






Delayed lead A type of news release lead used to add drama to a story. This type of lead is usually reserved for feature stories and is not appropriate for straight news.
(See (7))






Descriptive data Information gathered from research that paints a picture of the public being studied by its distinctive demographic characteristics' descriptors such as age, income, sex, education, nationality, and so on. This is information needed for a reader profile.
(See (2))






Design principles The five basic principles that comprise good design:
• Balance. The concept that what is put on one side of the page should "weigh" as much as what is on the other side. All the elements placed on the page have weight, even the white space left by not placing elements. Size, color, and degree of darkness all play a part in balance.
• Emphasis. Focusing readers' attention on single elements on a page. Elements are emphasized by assigning them more optical weight than other items on the page. These elements are larger, darker, more colorful, or oddly shaped. They draw the readers' attention first among all other items on the page.
• Proportion. A measure of relationship in size. It helps to show one object's relationship to other objects in a layout.
• Sequence. The order of the elements on a layout. It will literally lead readers through a page.

(See (14))






Display type Type larger than 14 points, used for headlines and other emphasized elements.
(See (14))






Dissonance theory A theory formulated in the 1950s which says that people tend to seek only messages that are "consonant" with their attitudes; they do not seek out "dissonant" messages. In other words, people don't go looking for messages they don't agree with already. This theory also says that about the only way you are going to get anybody to listen to something they don't agree with is to juxtapose their attitude with a "dissonant" attitude?an attitude that is logically inconsistent with the first.
(See (3))






Downward communication Communication within an organization that imparts management's message to employees. Ideally, even downward communication channels such as newsletters permit upward communication through letters to the editor, articles written by employees, surveys, and so forth.
(See (9))






Drop The amount of white space at the top of a page layout.
(See (14))






Emotional appeal Using emotional techniques to persuade an audience. The most common techniques are use of symbols, emotive language, and entertainment.
(See (3))






Entertainment A communication strategy that encapsulates information within a format that makes it easier to accept or understand.
(See (3))






Exclusive A press release or other information intended for only one media -outlet. The same information may not be released to other outlets in any form.
(See (7))






Exposition An information strategy that involves the dissemination of pure -information. Two of the most-used forms of exposition are narration and -description.
(See (3))






Extemporaneous speech A speech given on the spur of the moment, usually with little or no preparation. Basically synonymous with impromptu speech.
(See (13))






Fact sheet An information piece that contains just thatfactsand nothing more. It should elaborate on already presented information, such as a news -release, and not merely repeat what has already been said.
(See (7))






Feature style A less objective style of writing that provides less hard information than straight news style. Features generally take a point of view or discuss issues, people, or places. The style is more relaxed, more descriptive, and often more creative than straight news style.
(See (9))






Financial release This type of news release is used primarily in shareholder -relations but is also of interest to financial media.
(See (7))






Font The classification within a given typeface, such as bold, or italic.
(See (14))






Format (1) The type of music a radio station plays or the information it provides. For example, some stations play only Top-40 hits. These stations usually cater to a teenage audience. Other stations play only Classic Rock or jazz, or provide news. Their listeners vary according to their format.
(See (5))






Format (2) The way you arrange your brochureits organizational character-istics.
(See (10))






Ghostwriting Writing something for someone else. Writing that will appear under someone else's name. Examples are corporate letters to the editor and speech writing.
(See (4))






Grid Another term for the columns used in a layout.
(See (14))






Hard news Information that has immediate impact on the people receiving it. By journalists? definition, it is very often news people need rather than news they want.
(See (5))






Impromptu speech A speech given on the spur of the moment, usually with little or no preparation. Basically synonymous with extemporaneous speech.
(See (13))






Inferential data Information gathered from research that allows for generalizing about a larger group or population. This means that the people chosen for the survey must be entirely representative of the larger population comprising the target audience. This allows sampling of a small segment of the target public in order to infer from their reactions the reactions of the larger audience. Inferential research can work only if the sample is chosen completely at random from the larger population.
(See (2))






Interest One of the characteristics of newsworthiness of information. Relates to whether the information is unusual or entertaining. Does it have any human -interest?
(See (5))






Internet (interlocking networks) A large computer network that links several -already established computer networks together with a common language. The Internet is a computer network made up of thousands of networks worldwide.
(See (15))






Intranet An internal network devoted usually to employee or organizational issues and accessed via an internal network or the Internet through a password-protected gateway.
(See (15))






Inverted pyramid style A straight news story: It begins with a lead, expands on the lead, and proceeds to present information in decreasing order of importance. Also known as straight news style.
(See (7))






Issue statement A precise definition of the situation, including answers to the following four questions:
1. What is the problem or opportunity to be addressed?
2. Who are the affected parties?
3. What is the timing of this issue?
4. What are your (or your organization's) strengths and weaknesses as regards this issue?

(See (2))






Kicker Usually a slogan or a headline-type phrase coming at the end of the body copy. Used to reiterate the message of the headline.
(See (11))






Language fallacies Typically unethical persuasive strategies that involve the -actual use of language, including: equivocation, amphibole, and emotive language.
(See (4))






Lead The opening sentences of a straight news story or feature article. In a straight news story, the lead should include the who, what, when, where, why, and how of the story. Feature leads generally begin by setting the scene of the story to follow.
(See (7))






Logic fallacies Persuasive techniques codified by the Roman orators over a thousand years ago. Commonly referred to as logic fallacies because they are both illogical and deceptive by nature, they include, among others: cause and -effect, personal attack, bandwagon, and inference by association strategies.
(See (4))






Media directory A good directory is an indispensable tool for the media relations specialist. Publishers of directories offer formats ranging from global -checkers that include a variety of sources in every medium to specialized directories dealing with a single medium.
(See (5))






Media list A personalized list that contains details about local contacts and all the information you need to conduct business in your community. Media lists may include regional and even nationwide contacts, depending on the scope of your operation. A media list, once compiled, should be updated by hand at least once a month.
(See (5))






Memorized speech A fully scripted speech that the speaker has completely memorized for delivery.
(See (13))






Message and media center A location during a crisis from which information can be disseminated to the media and other interested parties. It should be some distance from offices of the crisis communication team, spokesperson, and emergency operations center to ensure that media don't end up in the middle of the action and can't "accidentally" bump into people to whom they shouldn't be talking.
(See (6))






Message strategy Developing a message, or messages, that will reach and have the desired effect on your target audiences. Message strategies should logically follow your objectives and contribute either directly or indirectly to them.
(See (3))






Newsletter A brief (usually four pages) printed publication distributed either vertically or horizontally. A newsletter usually contains information of interest to a narrowly defined target audience. The various types of newsletters include the following:
• Association newsletters help a scattered membership with a common interest keep in touch.
• Community group newsletters are often used by civic organizations to keep in touch with members, announce meetings, and stimulate attendance at events.
• Institutional newsletters, perhaps the most common type of newsletter, are usually distributed among employees.
• Publicity newsletters often create their own readers. They can be developed for fan clubs, resorts, and politicians.
• Special-interest newsletters, developed by special-interest groups, tend to grow with their following.
• Self-interest or "digest" newsletters are designed to make a profit. The individuals or groups who develop them typically offer advice or present solutions to problems held in common by their target readers. These often come in the form of a sort of "digest" of topics of interest to a certain profession.

(See (9))






News release The most widely used of all public relations formats. News releases are used most often to disseminate information for publicity purposes and -generally are of three types: publicity releases, product releases, or financial -releases.
(See (7))






Objectives The concrete steps you need to take to reach your goal. A project's objectives must relate to the purpose of your message and should be realistic and measurable. For public relations writing, there are three types of objectives: informational, attitudinal, and behavioral.
(See (2))






Persuasion An information strategy that involves moving someone to believe something or act in a certain way.
(See (3))






Placement agency An organization that will take information, such as a press release, and send it out to media outlets using its own regularly updated media lists and computerized mailing services.
(See (5))






Positioning Placing your piece in context as either part of some larger whole or as a standout from other pieces.
(See (10))






Press kit One of the most common methods of distributing brochures and other collateral information pieces. Press kits are produced and used for a wide variety of public relations purposes, including product promotion presentations, press conferences, and as promotional packages by regional or local distributors or agencies.
(See (5))






Primary research Data collected for the first time and specifically for the proj-ect at hand.
(See (2))






Privacy One of the legal terms used to describe infringement. Often referred to as invasion of privacy. Its most common forms are as follows:
• Appropriation. The commercial use of a person's name or picture without permission
• Intrusion. The literal invasion of a person's private space by such means as using telephoto lenses, audiotaping, or trespass

(See (4))






Product release This type of news release deals with specific products or product lines and is usually targeted to trade publications within individual indus-tries.
(See (7))






Profile A feature story written specifically about a person, product or service, or an organization or some part of it. It profiles the subject by listing facts, highlighting points of interest, and tying the subject to the organization being promoted.
(See (9))






Prominence One of the characteristics of newsworthiness of information. Relates to whether the information concerns or involves events and people of prominence.
(See (5))






Proximity One of the characteristics of newsworthiness of information. Relates to whether the information is local.
(See (5))






Public image advertising Tries to sell the organization as caring about its employees, the environment, the community, and its customers. Unlike the public interest ad, the public image ad always focuses on the company and how it relates to the subject.
(See (11))






Public interest advertising Provides information in the public interest such as health care, safety, and environmental interests. In order to have these ads placed free, they must meet stringent guidelines.
(See (11))






Publicity Information dissemination that is not generally paid for but is picked up and passed on by another entity, such as the media. The most common forms of publicity are press conferences and news releases.
(See (7))






Publicity release This type of news release covers any information occurring within an organization that might have some news value to local, regional, or even national media.
(See (7))






Public service announcement (PSA) A radio or television spot aimed at providing an important message to its target audience. The PSA is reserved strictly for organizations that qualify as nonprofit under federal tax laws.
(See (12))






Pull quote A magazine or newsletter device of "pulling" out quotations from the text, enlarging the point size, and setting them off from the text to draw a reader's attention to a point within an article.
(See (9))






Quarterly report Similar to annual reports except they are issued every three months and are less comprehensive.
(See (8))






Readability formula A calculation used to determine the degree of reading difficulty of written materialoften determining either the grade level or the type of publication for which the material is suited.
(See (16))






Reasoned argument Also known as logical argument, this persuasive strategy uses the techniques of rhetoric as handed down from the ancient Greeks. For persuasive messages it is important to build the message around a thorough -understanding of the psychological state of the audience.
(See (3))






Referral ending A type of ending for a feature story in which the beginning of the story is referred to in some way in order to bring closure to the story.
(See (9))






Response ending A type of ending for a feature story in which a call to action is included.
(See (9))






Rule of ground thirds A method of working with a page layout that requires that the page be divided into thirds and balanced using a two-thirds to one-third -ratio.
(See (14))






Sanction strategies A type of compliance strategy that persuades by using rewards and punishments controlled by either the audience themselves or as a result of the situation.
(See (3))






Sans serif typefaces A category of typeface without serifsthe lines that cross the end strokes of the letters (sans, from the French, meaning "without"). They are usually, but not always, distinguished by uniformity of strokes. They usually impart a more modern look to a publication, especially if used as display type.
(See (14))






Scripted speech A speech that has been fully scripted and from which the speaker reads, often from a teleprompter.
(See (13))






Script treatment An informal narrative account of a television spot. It is not written in a script format but may include ideas for shots and transitions.
(See (12))






Secondary research Data previously collected, often by third parties, for other purposes and adapted to the current needs. This can include demographic information already gathered by another department in your organization, or information gained from research done by other parties entirely outside your company.
(See (2))






Serif typefaces A category of typeface distinguished by a variation in thick and thin strokes, and by serifsthe lines that cross the end strokes of the letters. Serif type can be further broken down into Romans and slab or square serif faces. Serif faces usually are considered easier to read, especially in body type sizes.
(See (14))






Shooting script Includes all of the information necessary for a complete understanding of a TV spot idea. It fleshes out camera shots, transitions, audio (in-cluding music and sound effects), narrative, acting directions, and approximate times.
(See (12))






Signature Groupings of pages printed on both sides, usually sixteen to a signature, but sometimes fewer, and always in multiples of four.
(See (14))






Slice-of-life spot A television commercial that sets up a dramatic situation complete with a beginning, middle, and end. In the slice-of-life spot, the focus is on the story, not the characters. The message is imparted through an interesting sequence of events incorporating, but not relying on, interesting characters. Slice-of-life spots usually use a wide variety of camera movements and postproduction techniques, such as dissolves and special effects.
(See (12))






Social audit An investigation, sometimes conducted by outside firms, to determine areas in which an organization has acted responsibly or could use improvement.
(See (8))






Social responsibility report A year-end report of business activities that can be construed as social responsibility. The basis of the social responsibility report is good citizenshipespecially in the areas of economic, environmental, and social responsibility.
(See (8))






Soft news News people want rather than news they necessarily need.
(See (5))






Special A press release or other information written in a style intended for a specific publication, but being released elsewhere as well.
(See (7))






Speech A form of communication, usually interpersonal and somewhat formal, in which a group of people are addressed simultaneously. Types of speeches are typically classified by purpose:
• A speech to inform seeks to clarify, instruct, or demonstrate.
• A speech to persuade is designed to convince or influence and often carries a call to action.
• A speech to entertain covers almost everything else including celebrations, eulogies, and dinner speeches.

(See (13))






Spot A broadcast message, either paid-for advertising or a public service announcement.
(See (5, 12))






Spot announcement The simplest type of radio spot, a spot announcement involves no sound effects or music bed and is meant to be read by radio station personnel.
(See (12))






Statistical supplement Report of larger corporations that provides financial information, such as statement data and key ratios, which can be dated back 10-20 years.
(See (8))






Style sheet A listing of all of the type specifications you use in a newsletter or other publication.
(See (9))






Subhead May be (a) a display line enlarging on the main headline, usually in smaller size, or (b) a short heading within the copy used to break up a long block of text.
(See (9))






Summary ending A type of ending for a feature story in which the main points are summarized.
(See (9))






Summary lead The most common type of news release lead. A good summary lead will answer the key questionswho, what, when, where, why, and how.
(See (7))






Swipe file A collection of publications and designs done by other people or companies used to help with design, layout ideas, and writing style, as well as to communicate ideas to typesetters and printers.
(See (14))






Talking heads spot A television spot in which the primary image appearing on the television screen is the human headtalking.
(See (12))






Target audience The end users of your informationthe people you most want to be affected by your writing.
(See (2))






Testimonial approach A type of headline that features a firsthand quotation.
(See (11))






Thumbnail A rough sketch, usually small, of a graphic layout.
(See (11))






Timeliness One of the characteristics of newsworthiness of information. Relates to whether the material is current. If it isn't, is it a whole new angle on an old story? Remember, the word news means "new."
(See (5))






Trademark Legal protection of product names, images, phrases, or slogans from use by others without permission and in a prescribed manner dictated by the trademark holder.
(See (4))






Two-fold The most common type of brochure fold resulting in a six-panel brochure.
(See (10))






Type The generic term for the lettering used in printing.
(See (14))






Typeface The nearly limitless alphabets and ornaments available as type.
(See (14))






Uncontrolled information Information that, once it leaves your hands, is at the mercy of the media. The outlet in which you want it placed has total editorial control over the content, style, placement, and timing. Such items as press releases are totally uncontrolled. Others, such as magazine articles, may receive limited editing but are still controlled as to placement and timing.
(See (1))






Unity One way of providing readers with a whole by drawing relationships among its various parts. Perhaps the best way to gain unity of design has more to do with an overall look, a unifying design.
(See (14))






Upward communication Communication within an organization that provides employees a means of communicating their opinions to management.
(See (9))






Video news release (VNR) Originally prepackaged publicity features meant to be aired on local, regional, or national television, VNRs now are news releases designed as feature stories, usually for local television news programs.
(See (12))






Web site An internet "publication" composed of any number of Web pages, each hyperlinked to each other and to various other Web sites.
(See (15))