PRSA APR: GENERAL PR TERMS
Advertising - Answers :Paid information placed in a communication delivery vehicle by
an identified sponsor that pays for time or space. This is a controlled method of
delivering messages and gaining media placement.
Government relations: - Answers :An aspect of relationship building between an
organization and government at local, state, and/or national levels, especially involving
flow of information to and from legislative and regulatory bodies. The goal often is to
influence public policy decisions compatible with the organization's interests.
Grassroots organizing: - Answers :An activist practice for creating social change among
average people. This practice is based on the power of the people to take collective
action on their behalf.
Lobbying: - Answers :The specialized area of public relations that fosters and maintains
relations with a government or its officials for the primary purpose of influencing
legislation and regulation.
Marketing: - Answers :The management function that identifies human needs and
wants, offers products and services to satisfy those demands, and causes transactions
that deliver products and services in exchange for something of value to the provider.
Targets customers
Marketing communications: - Answers :A combination of activities designed to sell a
product, service or idea. These activities are designed to maintain consistent brand
messaging across traditional and nontraditional communication channels.
Media relations: - Answers :Mutually beneficial associations between PR practitioners
and journalists as a condition for reaching audiences with messages of news or features
of interest. This function includes both seeking publicity for an organization and
responding to queries from journalists about the organization.
Press agentry: - Answers :Creating newsworthy stories and events to attract media
attention and gain publicity, although not all this attention may be positive.
Proactive public relations: - Answers :The implementation of public relations strategies
to achieve measurable results
Promotion: - Answers :A strategy designed to further the acceptance and sale of
merchandise through advertising, publicity, or discounting especially the staging of
special events to generate interest.
