Handbook of Public Relations 10e by Skinner, Mersham, Benecke

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Handbook of Public Relations 10e by Skinner, Mersham, Benecke is the 10th edition of the handbook authored by Chris Skinner, Gary Mersham, Rene Benecke, and published by Oxford University Press Southern Africa (Pty) Ltd, Cape Town, Republic of South Africa in 2013.

  • Accreditation. The professional designation awarded to public relations practitioners.
  • Advertising. Paid, non-personal communication through various media by business firms, non-profit organizations, and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audience.
  • Advertorial. Advertising on controversial issues, or joint advertising/public relations features to promote a product in a journal.
  • Annual report. A comprehensive review of an organization's activities and financial standing undertaken annually by a team of internal and external auditors.
  • Attitude survey. Also known as 'organizational climate', 'environment survey', 'employee relations', and 'human relations' audits or surveys. It can measure feelings about a range of subjects or zoom in on a specific topic, such as benefits.
  • Audiovisual. Sound and visual device such as synchronized slide presentation with audio cassette, compact disc interactive (CDI), or video cassette. Usually portable.
  • AVE. Advertising value equivalent, often used to calculate the monetary value of public relations activities.
  • Awareness survey. Similar to attitude survey and opinion poll, method of researching familiarity with subject, including increased awareness as a result of public relations activity.
  • Communication audit. A public relations activity focussing exclusively on measuring the communication climate within an organization.
  • Conference. Defined as a meeting of any organization for consultation. It is intended to stimulate an exchange of ideas between delegates with a similar interest in a particular topic.
  • Congress. Defined as a formal meeting of delegates for discussion. It would be directed at fairly specific interest groups, such as particular professional or business bodies.
  • Contact report. Written by account executive after meeting with a client. Should state decisions taken, with right-hand column giving initials of those responsible for next action. Distributed to all relevant parties in consultancy and client sides. Also known as a call report. File of reports called the facts book.
  • Continuing Professional Development (CPD). An individual programme for members to improve their skill levels.
  • Convention. Defined as an assembly, especially of representatives or delegates for some common object, or any extraordinary assembly called upon for any special occasion.
  • Corporate communication. The strategic process by which the communication activities of an organisation are integrated to develop and maintain the reputation of the organisation.
  • Corporate culture. An organization's common values, convictions, and behaviour. It provides guidelines for the behaviour of employees within the organization.
  • Corporate identity. Visible and physical representation of an organization using logo, house colour, typography, clothing, livery, etc.
  • Corporate image. Mental impression or received image of an organization based on knowledge and experience. Cannot be invented but may be changed. Different people may hold different corporate images, for example, employees, shareholders, distributors, or customers according to their personal knowledge and experience.
  • Corporate social investment. Funding by the private sector in socio-economic upliftment. Normally divided into internal and external contributions.
  • CPRCM. Council for Public Relations and Communication Management is an association representing various communication bodies.
  • Crisis public relations. Organization of a small crisis management team which has manual of instructions and conducts rehearsals, in readiness to deal with any crisis should one occur, especially in handling the media.
  • Customer relations. Public relations activity directed at customers such as external house journals, works visits, questionnaires, after-sales services.
  • Dealer magazine. External house journal addressed to distributors/dealers.
  • Dealer relations. Public relations activities directed at distributors such as dealer magazines, work visits, window dressing contests, conferences, invitation to exhibition stands, and training schemes for sales assistants.
  • Desk-top publishing. Use of computer hardware such as Apple Macintosh and software such as PageMaker and Quark Express, which enable editor to set, lay out, and record on disk publications which can be sent or transmitted direct to the printer.
  • Direct mail. Sometimes referred to as 'junk mail'; is now regarded as one of the most direct and efficient means of reaching individual customers or clients by mail order.
  • Electronic mail. Delivery of messages, including public relations staff information, via personal computers and hard copy printers.
  • Electronic media. Newscaster, radio, television, VCR, and via the Internet.
  • Embargo. Request to editor not to print a story before a stated date and time. Acceptable when international time differences need to be observed. Should be used sparingly.
  • Employee newspaper. Internal house journal, often tabloid format, but may be A4 magazine.
  • Employee report. A summary of the annual report in a form that is understandable to employees.
  • Events. The systematic organization and implementation of a programme of public relations events in order to influence, educate, and inform targeted publics. Includes press conferences, facility visits, dealer seminars, and participation in exhibitions.
  • Exhibitions. A special occasion when an organization can promote its range of products and services to a selected target market.
  • External house journals. Those addressed to external readership such as distributors, customers or shareholders.
  • Fee. Remuneration of a public relations consultant, usually based on an hourly or daily rate which represents time, overheads, and profit, but exclusive of material and expenses. Not to be confused with a retainer which usually only gives exclusivity.
  • Financial public relations. Specialized field of public relations which deals with financial affairs of a public limited company, or one about to go public. Covers annual report and accounts, financial page news, information for investment analysts, take-over bids, and privatization share flotations. A specialist form of public relations.
  • Five Ws. Journalist's news story formula. Who is story about, what happened, when did it happen, where did it happen, and why did it happen?
  • FMCGs. Fast moving consumer goods.
  • GA. The Global Alliance for Public Relations and Communication Management Associations is a global alliance of some 76 PR associations from around the world.
  • Hard news. General news about people and events, as distinct from business or product news which may be legitimately used by feature writers. News agencies deal mostly in hard news.
  • House journal. Also known as house organ or company newspaper. Private journal, either internal for staff or external for outside readers.
  • House style. Part of corporate identity. Uniform style of design, typography. Usually set out in manual for printing, decorating, and advertising agents to follow.
  • Image. In public relations, correct impression of organization, its policy, people, products, or services.
  • Image study. Form of marketing research useful in public relations to determine perceived image of organization, policy, people, products, or services, usually by comparing respondent's view of similar subjects over a range of topics. Semantic differential method of assessment can be used, and results can be demonstrated with sets of graphs which show varying responses, all organizations being compared with one another, the sponsor being one of them.
  • Industrial relations. An interdisciplinary field that encompasses the study of all aspects of people at work.
  • Institute of Public Relations. British professional body for public relations practitioners. Members elected on basis of experience and CAM Diploma or equivalent. Has Code of Professional Conduct. Publishes journal Public Relations. Holds annual Sword of Excellence awards competition.
  • International Association of Business Communicators. Based in San Francisco but with overseas chapters in many countries including South Africa. Holds accreditation exams and awards ABC. Publishes Communication World monthly.
  • [[International Public Relations Association:Has senior practitioners members in some 70 countries. Holds World Congress every three years. Publishes Gold papers on topics such as 'A Model for Public Relations Education for Professional Practice' and 'Public Relations Education. Recommendations and Standards'. Publishes members' newsletter and journal International Public Relations Review.
  • Issues advertising. Or advocacy advertising which presents an organization's point of view on current issues such as the environment or government policy.
  • Lobby correspondents. Journalists accredited to mix with ministers, MPs, and party officials to write about political events and to report 'off the record' statements from 'non-attributable sources' which are usually politicians not wishing to be named.
  • Lobbyists. Not to be confused with lobby correspondents who are journalists, lobbyists represent pressure groups and will endeavour to inform MPs, Ministers, and civil servants of their causes. Often drawn from the legal profession.
  • LSM. Living Standards Measurement is an all-races measurement devised to group the population into categories according to standard of living. There are currently eight LSMs identified in the South African market.
  • Marketing. Marketing is the management process responsible for identifying, anticipating, and satisfying customers' requirements profitably. This goes beyond selling what you have to sell, to selling what you believe people will buy, and to make a profit in so doing. This also goes beyond a mere exchange process.
  • Marketing communication. All the elements and techniques necessary to communicate with the market ranging from business cards, labels, and packaging to advertising, public relations, and after-sales services.
  • Marketing mix. All the elements contained in the marketing strategy, but taking in many more elements than the original set, and preferably considered on chronological order of application rather than in the narrow Four Ps concept of product, price, place, and promotion. Public relations is not a separate part of the marketing mix, as advertising is, because there is a public relations aspect to most elements of the mix.
  • Marketing research. Scientific and statistical study of everything concerned with marketing. Some of its techniques can also be applied to public relations in appreciating and assessing results.
  • Mass media. Media such as press, radio, television, and cinema which reach large numbers of people as distinct from some private or created public relations media used to reach specific publics.
  • Media explosion. The development of new media such as cable and satellite television, video, interactive compact discs, teletext, and so on.
  • Meetings. Defined as an organized assembly for transaction of business. These may be general weekly or monthly meetings, extraordinary meetings or annual general meetings (AGMs).
  • Mexican Statement. One of the best definitions of public relations resulting from a public relations conference in Mexico City in 1978. Public relations practice is the art and social science of analysing trends, predicting their consequences, counselling organization leaders, and implementing planned programmes of action which will serve both the organization's and the public interest.
  • Melbourne Mandate. The 2012 Global Alliance World Forum's review of public relations and the current practices.
  • Multi-image presentation. Combined audio tape/35 mm slide presentation.
  • Multiple-screen slide presentation. Theatrical show with large screen made up of multiples of 35 mm slides back-projected by batteries of computerized projectors. Screen can be split into two, four, eight or more smaller pictures simultaneously.
  • News agencies. Those operating in South Africa include Agence France Presse, Associated Press, Deutsche Presse Agentur, Reuters, and United Press International.
  • News desk. Part of the newspaper office which receives news from various sources such as reporters, wire services, public relations practitioners, and so on.
  • News release. News story supplied to the media by a public relations source. Should resemble a news report as printed in the press. Subject should be in first few words. Opening paragraph should summarize whole story and should be capable of telling basic story even if nothing else is printed.
  • Oramedia. Folk media. Unlike mass media, very personal and addressed to small audiences, being based on local culture and symbolism. Includes rumour, oratory, poetry, music, dance, singing, drums, masks, village theatre, puppets shows, town crier, shadow theatre. Used increasingly in industrial theatre.
  • Organizational climate. The dominant philosophy that applies within the organization and is responsible for the nature of the relationships within it.
  • Photo agency. Supplier of news photos to press or other users. Newspapers receive pictures by computer.
  • Print Media Association. Umbrella body representing different media bodies.
  • Press conference. An informal media briefing at which journalists are given a statement.
  • Press kit or pack. Means of assembling press information for use at a press event. Should be convenient to carry and contain only essential material.
  • Press officer. Member of the public relations team, usually an ex-journalist, who specializes in press relations.
  • Press relations. Better described as 'media relations', the part of public relations which has to do with supplying news material to the media, including handling press enquiries. A very important part of all public relations practitioners' work.
  • Press release. See news release.
  • Press office. At an exhibition, the place where journalists are supplied with media and product information.
  • Propaganda. Biased information used to gain support for an opinion, cause, or belief. Not to be confused with public relations.
  • Protocol. The international code of social conduct.
  • Public affairs. Mainly an American idea, those aspects of public relations which deal with corporate rather than product matters. Considered by some to be an artificial division.
  • Public information. Term used primarily by government agencies, social service organizations and universities to describe their public relations activities.
  • Public relations. As defined by the Public Relations Institute of South Africa, 'public relations practice is the management, through communication, of perceptions and strategic relationships between an organization and its internal and external stakeholders'.
  • Publicity. Good or bad result of something being made public.
  • Publics. Groups of people with which an organization communicates, for example neighbours, potential employees, suppliers, consumers, opinion leaders, shareholders, and others. Many more categories than the target audiences in advertising.
  • Readership survey. Carried out normally every two years to ascertain employees' opinions about the content, style, and level of interest in a company's house journal or newsletter.
  • Research. Is the act of asking questions, observing and analysing perceptions, opinions, events and behaviour. In public relations this is an important component in all planning and evaluation activities.
  • Retainer. Term often used wrongly to mean fee but should refer to a set monthly fee paid to public relations agencies for their professional services. The fee will be determined by the contract and will depend on the extend of the services provided to the company.
  • Reputation management. It is how companies in a variety of industries aim to create a favourable opinion amongst their stakeholders of the company. It revolves around building and sustaining a good name for a company.
  • Sales promotion. Marketing activity whereby a product is given extrinsic value such as a gift or price reduction. Not to be confused with public relations.
  • Seminar. Defined as a conference of specialists. It attracts people with a highly technical interest in a particular subject and has limited interest value to outsiders. It is run on the same lines as a conference.
  • Seven-point formula. The SOLAADS for news releases: 1. Subject 2. Organization 3. Location 4. Advantages 5. Application 6. Details 7. Source.
  • Stakeholders. Also known as the target audiences. They are groups and or individuals who influence and are influenced by the activities of an organisation.
  • Stakeholder management. Researching, planning and organising activities that will influence the perceptions of stakeholders regarding an organisation.
  • Stakeholder map. A method used by public relations and communication practitioners to determine the primary and secondary stakeholders of the organisation.
  • Symposium. Defined as a set of contributions from various authors and points of view. Opposing and even conflicting views are presented. The main difference between a symposium and a conference is that delegates can only question speakers from the floor, and not put opposing viewpoints. There is one chairperson throughout, as opposed to congresses where there might be a different chairperson for different sessions.
  • Upward communication. Communication from staff to management as seen with speak-up schemes, quality circles, open-door policies, works councils, co-partnerships, and house journals with candid reader comments.
  • Video conference. Arrangement by which interested parties can be linked together either by phone or television in order to conduct business.
  • Video news release. Usually offered to television companies rather than distributed like printed news release. Means of providing topical background information for news and other television programmes.
  • Workshop. A combination of a seminar and practical discussion involving the speaker and delegates.
  • World wide web. Portion of the Internet devoted to the transfer of information via text, illustrations and sound. Public relations firms, media, advertisers and others maintain websites on the web for this purpose.
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