Advertising

            Paid placements within various media and consumer outlets.

Book Tour

Published authors travel from city to city speaking about their book and signing copies.  Usually, the tour is directed by the publisher’s in-house PR representative.  However, that representative has many clients and gives only nominal attention to the author.  An outside publicist will arrange simultaneous local area publicity appearances to coincide with the book signing sessions.  That way, the sales of the book will increase and the signing itself can be promoted.  An outside publicity firm will also arrange additional signings that the publishing house wasn’t able to.

Chyron

This is the wording that appears on screen with the visual image.  It can include a name, a logo and an explanation of what you do or what you are speaking about. It is imperative that the publicist controls the chyron in order to control the client’s image.

City-by-City Campaign

This type of campaign is designed to take the client through a direct pre-planned route depending on which audience they are trying to reach.  It can coincide with event planning and is usually focused on local radio, TV, magazine and newspaper exposure in each city.

Clipping Service

This is an outside firm that specializes in employing scores of employees for the sheer purpose of scouring all print media outlets for a client’s mention.  The service then sends the “clipping” to the client.

Damage Control

If a client has been misrepresented in the public’s eye or within the media, a publicist can be utilized to control or even reverse the negative or incorrect image.  There are many means by which a publicist can achieve this goal.

Direct Marketing

This usually refers to one on one contact between the client and the end user.  Whether through mailings, e-mails, pamphlets, catalogues, faxes, or phone calls, the object is to directly reach the targeted consumer.

Event Planning

Organizing from “soup to nuts” an event for the client: from what will be served, to parking, restrooms, public safety, styling, set decorating, lights, crew, photography, staging, music, maps, promoting the event, media placements about the event, and any follow up publicity.

Guerilla PR  

            Using any method possible to get the attention of the media. 

Image Makeover

A publicist knows what the media needs to see, visually speaking.  Television especially and print and even radio now demands a well-styled visual image for the client.

Infomercial

            A paid advertisement masked as informative television programming.

Marketing

Any means except for media placements by which the client is represented in the public’s eye.  This includes corporate branding, any written material on the client, and consumer analysis.

Mast Head
The page at the beginning of a magazine that lists the editors’, writers’ and publisher’s information.

Media Blitz

            When several media outlets place the client simultaneously. 

Media Reel

A video compilation with music and graphics that utilizes the client’s best TV footage from media appearances.  This is usually edited into a short 3-6 minute tape.

Media Trainer/Media Coach

A seasoned expert who coaches the client on how to appear on camera, from capturing sound bites to personal image.

On-Line Marketing

Using the internet to market a client’s product via e-mail, links to other related websites.  Finding means by which to promote via on-line chats, contests, give-aways, etc.

On-Line Media

Most newspapers, magazines, TV and Radio programs now utilize websites to promote themselves.  These sites are additional outlets in which a client can gain exposure.

Placement

Anytime a client appears in any media outlet; whether it is in a newspaper or magazine article or on TV or Radio.         

PR Advertising
Any form of advertising that is disguised to look like print editorial content or regular television or radio programming.  These can be found in the form of a group advertisement, an article, a side-bar, a mention or quote, a mini-TV or video program, a docu-advertisement, or by utilizing media outlets where you pay per placement. 

PR Campaign

A strategy delineated by a qualified publicist that utilizes a timetable and makes key decisions as to where and when the client wants and needs media exposure.

Print Media

This includes any media outlet that involves paper: newspapers, newsletters, magazines, etc.

Product Placement

            Using publicity techniques to get a client’s product seen by the public.

Promotional Items

            Any item used as give-aways to increase brand awareness for a client.

Pitch

The means by which a client’s story is “sold” to the media.  The means by which a publicist gets the editors, writers, and producers excited enough to include the client in their content.

Press Junket

Back-to-back or simultaneous interviews of a client by two or more media outlets.

Press Kit

A compilation of information about a client.  Inserts include: tear sheets, topic ideas, top 10 lists, biographies, corporate profiles, product and services information, press releases, etc.

Press Release

            An announcement to the press about something new or different.

Regional Campaign

            A strategy by which certain areas of the country are targeted for public relations.

Screen Credit

Screen credit is different from a chyron.  If a client is involved in the writing of an article or TV segment, the credit will show on screen the capacity in which the client was involved in a particular piece.

Segment

            From a mere moment to a long television piece that features a client.

Slate

To state your name and the correct spelling on camera for the purposes of editing the chyron.

Sound Bites

Any combination of words that are quotable; finding the perfect, succinct way to get your message across while getting the interviewer’s attention.

Stylist

A professional hired to create the visual image of any on-camera spokesperson or any company’s product.

Tear Sheet

A clipping from a magazine or newspaper featuring a client that is graphically laid up and duplicated.

Teleprompter

A television sized screen that shows the script the on-camera person needs to read.

Video News Release
A short TV program about a client submitted to an outside firm that distributes it to every station in the country