Glossary

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Above the Fold
A phrase used to describe the top portion of the newspaper “above the fold.” The term is used in reference to the positioning of a news article on the page and is generally used to describe the prominence of that positioning.

Bacon’s (Now Cision)
See Cision

Boiler Plate
Boilerplate (in public relations/marketing or any other discipline really) is any text that is often reused without being changed from document to document (press releases). Common examples of a boiler plate are the “About Us” section of a news release or the biography at the end of an article.

Example:

Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.

This is the current (as of January 22, 2008) “boiler plate” used in Apple, Inc news releases.

BurellesLuce
BurrellesLuce is a media monitoring and measuring company based in Livingston, New Jersey. The company was formerly two company’s, which were competitors (Burelles and Luce). The company provides press clipping services, including newspaper, magazine and Internet monitoring and television segment recording and transcript services.

Business Wire
Business Wire, a Berkshire Hathaway company, distributes news releases, regulatory filings, photos and other multimedia content to journalists, news media, trade publications, institutional and individual investors, financial information services, regulatory authorities, Internet portals and information web sites to 150 countries and in 45 languages. Business Wire’s multi-channel delivery network has access to dozens of international and national news agency networks throughout the Americas, Europe, Asia, the Middle East and Africa.

Business Wire has 31 bureaus in cities including New York, San Francisco, Los Angeles, Chicago, Boston, Miami, Paris, Frankfurt, London, Brussels, Tokyo, Toronto and Sydney with reciprocal offices throughout the world. Business Wire was founded in 1961. Cathy Baron Tamraz is president and CEO.

Cision (Formerly Bacon’s)
Cision AB (www.cision.com) provides media research, distribution, monitoring and communication evaluation, as well as target group identification and distribution of information for PR and IR purposes. Cision AB has annual revenue of SEK 1.9 billion, and has around 2,700 employees in Canada, China, Denmark, Finland, Germany, Hong Kong, the Netherlands, Norway, Portugal, Singapore, Sweden, Lithuania, United Kingdom, and the United States.

Edelman
Edelman is the world’s largest independent public relations firm and has more than 2,700 employees in 48 offices worldwide. The company was founded by Dan Edelman in 1952 and billed more than $324 million in 2006. Edelman counts some of the largest companies in the world as clients, including AT&T, ConAgra Foods, GE, Kraft, Microsoft, Sony and Wal-Mart. A full history of the company can be found at www.edelman.com/about_us/history/

Fleishman-Hillard

Ketchum

Luce

Media Alert

Pitch Letter

Press Release

PRNewswire

PRSA (Public Relations Society of America)
The Public Relations Society of America (www.prsa.org), headquartered in New York City, is the world’s largest organization for public relations professionals with nearly 32,000 professional and student members. PRSA is organized into 109 Chapters nationwide and 20 Professional Interest Sections and Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has 289 Chapters at colleges and universities throughout the United States.

PR Tactics

Profnet

Public Relations

Public

The Strategist

Tactics
Tactics is a monthly tabloid-style newspaper put out by the Public Relations Society of America and features news, trends and how-to information for PR professionals. Tactics has received more than 50 publications awards since its inception in 1994.

Vocus

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