M. Larry Litwin, APR, Fellow PRSA
Glossary of more than 7,000 terms and other words important to the communication professions: Public Relations; Advertising; Marketing; Sales Promotion; Media Planning and Buying; Print; Radio; Television; Online Communication; Journalism; and Graphic Design.
Abbreviations and acronyms common to the professions are included to simplify the professional’s life.
Nearly 300 interspersed (716 pages) throughout
The ABCs.
Examples include: 25 words that hurt your resume; A user-friendly Web site; ABCs of strategic public relations; CBAs of strategic public relations; Ad placement matters on the Web; Assessing your writing; Be a better manager; Business dining: Dos and don’ts; Convince vs. persuade; Crafting your resume; Cover letters that get attention; Fly with less ‘turbulence’; Getting you out there; iPod® etiquette; Know your audiences; Know where you are headed!; Looking for a job; Making your Web site “pop”; Planning your business trip; Pack without wrinkles; Political advertising; Resolving client reluctance; Telephone and cell phone etiquette; That all important thank you note; The 30-3-30 Principle; The 3-Minute Drill; The dreaded social kiss; The elevator ‘speech’; The proper way to shake hands; The Triple Bottom Line; Workplace relationships; 10 Tips from “The Donald.”
M. Larry Litwin, APR, Fellow PRSA, is an established strategic advisor, teacher, mentor, role model and ethicist, and an awardwinning public relations counselor and broadcast journalist, who has left a lasting impression on thousands of students and professionals. He is an associate professor of communication at Rowan (N.J.) University where his classroom is considered a “laboratory for practical knowledge.” Litwin teaches public relations, advertising, radio and television. He is the 2006 recipient of the National School Public Relations Association’s Lifetime Professional Achievement Award for “excellence, leadership, contributions to the profession, and advocacy for students and our nation’s public schools.”His first book, The Public Relations Practitioner’s Playbook is a how-to, hands-on, step-by-step manual – designed to provide both the seasoned professional and novice with a valuable resource containing information, knowledge and skills that can be applied to the day-to-day world. See: www.larrylitwin.com.
A.C. Nielsen ratings – Nielsen Media Research is a world-famous television ratings company. It is active in more than 40 countries and offers television and radio audience measurement, print readership, Internet measurement and custom media research services. Read more at www.nielsenmedia.com.
access journalist – A reporter who is given access to “private” meetings. A reporter who gets “special” treatment from sources that others do not.
accordion insert – An ad insert that has been folded like an accordion
(i.e. - /\/\/\/ ).
boilerplate – A short piece of text, usually no more than a single short paragraph, describing a company, person, product, service or event. It is standard wording about an organization that usually appears near the end of organization or company-issued news releases. Here is a sample boilerplate:
The Atlantic City Convention & Visitors Authority serves as the destination’s principal marketing arm, stimulating economic growth through convention, business and leisure tourism development. The Authority oversees the management of the Atlantic City Convention Center and Boardwalk Hall on behalf of its parent agency, the New Jersey Sports and Exposition Authority.
nut graph – The explanation paragraph that generally follows the lead graph. It explains the significance of the story and gives its news “peg.” Some public relations practitioners also refer to boilerplates as nut graphs.
page one (or page 1A) – The first page of the newspaper or the importance of a story – as in “page one news.”
pestering factor – Used by advertisers to reach children. It’s the concept of designing commercials and other ads so that children bother their parents to purchase a product.
