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accredited business communicator
(ABC) designation given to accredited members of the international association of business communicators. TERM 2
accredited in public relations
DEFINITION 2 (APR) designation given to accredited members of the public relations society of america TERM 3
advertising
DEFINITION 3 the process of creating and sending a persuasive message thru controlled media, which allows the sender, for a price, to dictate message, placement, and frequency. TERM 4
branding
DEFINITION 4 the process of building corporate and product identities and differentiationg them from those of the competition. TERM 5
communication
DEFINITION 5 the exchange of information, verbal and nonberbal, between individuals. also the third step in the four-step public relations process. Because the process is dynamic, however, communication can occur at any time.
evaluation
the fourth step of the public relations process. however, b/c pr involves a dynamic process, evaluation can occur at any time TERM 7
integrated marketing communications
DEFINITION 7 (IMC) the coordinated use of pr advertising, and marketing strategies and tactics to send well-difined, interactive messages to individual consumers. TERM 8
internations association of business
communicators
DEFINITION 8 (IABC) The world's 2nd largest pr professional association TERM 9
marketing
DEFINITION 9 process of researching, creating, refining, and promotoing a product or service and distributing thatproduct or service to targeted consumers. TERM 10
planning
DEFINITION 10 2nd step in 4 step pr process. can occur @ any time.
relationship management
the use of public relations strategies and tactics to foster and enhance the shared interests and values of an organization and the publics important to its success. TERM 17
research
DEFINITION 17 1st step in pr process. TERM 18
stakeholder
DEFINITION 18 a public that has an interest in an organization or in an issue potentially involving that organization TERM 19
two-way asymmetrical model
DEFINITION 19 a form of pr in which research is used in an effort to persuade inportant publics to adopt a particular point of view TERM 20
two-way symmetrical model
DEFINITION 20 form of pr, focuses on 2way comm as a means of conflict resolution, promotion of mutual understanding b/w org & publics.
universal accreditation program
the availability of PRSA accreditation to members of 8 additional pr org. TERM 22
values
DEFINITION 22 fundamental beliefs & standards that drive behavior and decision making. filters thru which we see the world TERM 23
values-driven public relations
DEFINITION 23 the values-driven management of relationships b/w an organization and the publics that can affect its success. TERM 24
values statement
DEFINITION 24 a written declaration of the principles that an organization will strive to follow in all its actions. TERM 25
mission statement
DEFINITION 25 a concise written account of why an organization exists; an eplanation of the purpose of an organization's many actions.
