If you have never used the services of a public relations consultant or firm, you may find the following definitions of frequently used PR services helpful:
Audio News Releases. Pre-packaged news stories that are distributed to local radio stations. To learn more, click here: http://www.sourcewatch.org/index.php?title=Audio_news_releases
Biographical Profiles. Essential background information about an individual that is provided to editors and reporters.
Communications Audit. A comprehensive review and evaluation of the messages communicated to target audiences. The audit often includes an evaluation of the success, impact and effectiveness of those messages, the capabilities and resources of the individual, company or organization, and recommendations for improvement.
Crisis Management. Taking steps to identify, mitigate, prevent or deal with an event or action that can adversely impact the image, reputation, sales, operations, or future of a business, corporation, organization or individual. To learn more, click here: http://en.wikipedia.org/wiki/Crisis_management
Editorial Calendars. Used by publications to help sell advertising in conjunction with planned feature stories or sections; can be useful in helping to pitch story ideas in connection with the feature, or for experts to make themselves available to editors and reporters for interviews in connection with the features. The calendars often include brief description of the upcoming feature, when it is scheduled to run; and contact information. To learn more, click here: http://en.wikipedia.org/wiki/Editorial_calendar
Fact Sheets. Provides essential, complex, or detailed background information reporters may need in order to fully understand or accurately report an event or news announcement. May include information that is too long to put into a news release. To learn more, click here: http://en.wikipedia.org/wiki/Fact_sheet
Investor Relations. Providing information and responding to individuals or organizations that own stock or have invested in a company. Click here to learn more: http://en.wikipedia.org/wiki/Investor_relations
Letters to the Editor. Submitted in response to stories published in a newspaper or magazine, developments in the news, or to provide feedback to editorials or other letters to the editor. To learn more, click here: http://en.wikipedia.org/wiki/Letter_to_the_editor
Media Interviews. Opportunities for editors and reporters to talk directly with people who are the subject of news releases or who are making news for some reason. Comments made during interviews are often used as quotes or background information in news reports and articles.
Media Lists. A compilation of editors, reporters and news organizations that are most likely to be interested in do a story about an individual, corporation, or organization. The contact information often contains e-mail addresses, phone numbers, fax numbers, and/or mailing addresses.
Media Monitoring Services. Commercial services that monitor newspapers, radio stations, magazines, television news programs, and Web sites for stories that include specified key words. Copies of the news coverage can be used on Web sites and in press kits to provide additional background information to editors and reporters, measure the effectiveness of a public relations campaign, and help demonstrate to the media that a story is newsworthy.
Media Relations. Establishing and maintaining ongoing working relationships with editors and reporters who cover topics or activities in which an individual or company has knowledge, experience, or expertise. By providing them with good quotes and worthwhile story ideas, journalists may come to rely on the individual or company as a source of information for other stories and interview them for additional articles or news reports.
Media Training. Professional advice and mock interview sessions which help prepare individuals to deal with editors and reporters in a variety of situations and with confidence and authority.
News Advisories. A notice or invitation sent to media organizations about a planned event, activity or scheduled announcement.
News Conferences. A gathering of reporters which enables a newsmaker to meet with as many members of the media as possible at one time and in one place. These events include an opening statement, the distribution of a news release or other press materials and a question-and-answer period. To learn more, click here: http://en.wikipedia.org/wiki/News_conference
News Hooks. The basic element of news behind an announcement, activity, or project which can help convince editors, reporters, or columnists to do stories about it.
News Releases. The cornerstone of many public relations efforts, these one- to two-page documents explain the who, what, when, where, and why of a news announcement. To learn more, click here: http://en.wikipedia.org/wiki/News_release
Op-Ed/Bylined Articles. Opinion pieces published by newspapers, magazines and Web sites which explain and discuss personal viewpoints, observations, or experiences. To learn more, click here: http://en.wikipedia.org/wiki/Op-ed
Opinion Polls. An effort to determine what the public thinks or feels about an issue or topic. The results of the poll can be used as a news hook to help generate media coverage about a project or cause. To learn more, click here: http://en.wikipedia.org/wiki/Opinion_poll
Photo Ops. A step below a formal news conference, photo ops are events which are usually staged for the benefit of television cameras and photographers. To learn more, click here: http://en.wikipedia.org/wiki/Photo_op
Press Kits. A complete package of information that provides the media with everything they need to know about a news announcement. The kit often includes photos, fact sheets, news releases and related news clippings. Media or press kits can be printed or posted on a Web site. To learn more, click here: http://en.wikipedia.org/wiki/Press_kit
Public Relations. Seeking to influence the relationship that an individual, corporation or organization has with the general public or their target audiences. Unlike advertising, public relations does not involve the payment of money to a news organization or media outlet; the results usually have more credibility than traditional advertising or marketing activities. To learn more, click here: http://en.wikipedia.org/wiki/Public_relations
Satellite Media Tours. The use of video and satellite technology to enable newsmakers to be interviewed in a short time frame by reporters in different cities across the country within a few minutes or hours. To learn more, click here: http://en.wikipedia.org/wiki/Satellite_media_tour
Story Pitch. E-mails, phone calls or letters to editors and reporters that explain the merit, importance or significance of story ideas, announcements or events and why journalists to do stories about them.
Video News Releases. A complete 90-second news report about an event, activity, or news announcement that is sent to television stations for broadcast on local news programs. To learn more, click here: http://en.wikipedia.org/wiki/Video_news_release
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