| advertorial | An ad that is half advertising, half editorial, aimed at swaying public opinion rather than selling products.
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| advocacy advertising | Advertising used to communicate an organization's views on issues that affect society or business.
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| ambush marketing | A promotional strategy utilized by nonsponsors to capitalize on the popularity or prestige of an event or property by giving the false impression that they are sponsors, such as by buying up all the billboard space around are an athletic stadium. Often employed by the competitors of the property's official sponsor.
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| audiovisual materials | Slides, films, filmstrips, and videocassettes that may be used for training, sales, or public relations activities.
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| community involvement | A local public relations activity in which companies sponsor or participate in a local activity or supply a location for an event.
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| corporate identity advertising | Advertising a corporation creates to familiarize the public with its name, logos, trademarks, or corporate signatures, especially after any of these elements are changed.
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| crisis management | A company's plan for handling news and public relations during crises.
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| entertainment | The second largest area of sponsorship, which includes things like concert tours, attractions, and theme parks.
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| exhibits | A marketing or public relations approach that involves preparing displays that tell about an organization or its products; exhibits may be used at fairs, colleges and universities, or trade shows.
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| feature article | Soft news about companies, products, or services that may be written by a PR person, the publication's staff, or a third party.
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| house organs | Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by a company's advertising or public relations department or by its agency.
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| in kind | The donation of goods and services as payment for some service such as a sponsorship.
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| institutional advertising | A type of advertising that attempts to obtain favorable attention for the business as a whole, not for a specific product or service the store or business sells. The effects of institutional advertising are intended to be long term rather than short range.
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| lobbying | Informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client.
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| market prep corporate advertising | Corporate advertising that is used to set the company up for future sales; it simultaneously communicates messages about the products and the company.
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| marketing public relations (MPR) | The use of public relations activities as a marketing tool.
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| news release | A typewritten sheet of information (usually 8 1/2 by 11 inches) issued to print and broadcast outlets to generate publicity or shed light on a subject of interest. Also called press release.
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| opinion sampling | A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods.
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| philanthropy | Support for a cause without any commercial incentive.
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| posters | For public relations purposes, signs that impart product information or other news of interest to consumers, or that are aimed at employee behavior, such as safety, courtesy, or waste reduction.
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| press agentry | The planning of activities and the staging of events to attract attention to new products or services and to generate publicity about the company or organization that will be of interest to the media.
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| press kit | A package of publicity materials used to give information to the press at staged events such as press conferences or open houses. Also, a package of sales material promoting a specific media vehicle. Also called a media kit.
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| public affairs | All activities related to the community citizenship of an organization, including dealing with community officials and working with regulatory bodies and legislative groups.
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| public relations (PR) | The management function that focuses on the relationships and communications that individuals and organizations have with other groups (called publics) for the purpose of creating mutual goodwill. The primary role of public relations is to manage a company's reputation and help build public consent for its enterprises.
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| public relations activities | Publicity, press agentry, sponsorships, special events, and public relations advertising used to create public awareness and credibility—at low cost—for the firm.
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| publicity | The generation of news about a person, product, or service that appears in broadcast or print media.
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| publics | In PR terminology, employees, customers, stockholders, competitors, suppliers, or general population of customers are all considered one of the organization's publics.
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| recruitment advertising | A special type of advertising, most frequently found in the classified sections of daily newspapers and typically the responsibility of a personnel department aimed at attracting employment applications.
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| reputation management | In public relations, the name of the long-term strategic process to manage the standing of the firm with various publics.
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| speechwriting | Function of a public relations practitioner to write speeches for stockholder meetings, conferences, conventions, etc.
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| sponsorship | The presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials.
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| venue marketing | A form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.
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| video news release (VNR) | A news or feature story prepared in video form and offered free to TV stations.
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