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Account: That’s you. Yes. It is. What you’ll
find is that as soon as you enter the PR system you are
stripped butt-naked of your own individuality. You are
now an Account. Congratulations!
Account Manager: This is the PR person
who deals with you, darling! Be gentle they’ve probably
wasted 15 years of their life clawing their way up from
Account Executive!
Advertorial: They print. You pay!
Angle: This is the slant, usually a lie,
on something you’ve done or achieved.
Ansoff matrix: This is a graph thing
invented by some poor Russian bloke who was a great mathematician
but didn’t realise that even though he’d also
discovered the concept of environmental turbulence, no
one would give a damn because he also invented a small,
simple product-market growth matrix for PR people &
hey, that’s where the money is.
Astroturfing: Great name for despicable
behaviour. Planting people to pose as real ‘grassroots’
people to affect public opinion. eg. Letter-writing, making
it seem like the |
letters
came from normal people when really they came from an
‘insider’. Usually done for political reasons.
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B2B: Business to Business. A lazy way of describing
PR for companies who sell to other companies and not to
the public.
B2C: As above but to Consumer –
ie. The general public.
Big: This is not small. If your story is small you might
get it in Funeral World – which could be good if
you’re an award-winning undertaker. If it’s
big, it may end up on BBC news.
Brief: This is the thing your PR person
writes to instruct a supplier of a service or sometimes
a journalist. Usually appallingly written with vast scope
for supplier to balls-up so that PR person can blame them
in the future.
Briefing: This is different. This is
what you give to Ministers so they don’t make a
dick of themselves when they stand up in the House –
doesn’t always work.
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