Account planning includes the entire planning process for advertising campaigns or placements in all relative media.

Short for weblogs or in short blogs, are private digital diaries on web. They present subjective news sites and they are updated constantly by web loggers, called bloggers. Contents are usually notes and thoughts on topics of all types. These kinds of online diaries usually give users the ability to add individual weblog entries and comments.

Brand icons are not only very effective in advertising but also in public relations as they can be of great influence. There are mostly athletes, actors or other positive role models who are highly respected in public help to present a product or an issue.

Clippings are cuttings from a newspaper like press reviews which are relevant to a company or institution. Today clippings are available as computer files like pdf. The collection of all clippings is the base for a digital media archive. But they can also be printed in hard copy.

Co-marketing means an alliance of at least two partners following the idea of bundling specific competencies to exploit all market potential. Aim is a win-win situation for partners as well as for the consumers.

Public relations and media effort can find its way through different communication channels. Depending on the subject and the target group information, news and press releases are spread widely or specifically in the print media, TV and radio broadcasters and to news web portals.

Conferences are gatherings of decision makers or meetings for a special audience that is interested in a particular subject. Usually there are speaker’s lectures, workshops and exhibitions. Conventions or conferences aim to develop networks of persons or institutions.

Also called enterprise communications. Includes all communication activities that aim to the development of business-relevant external and internal relations. As a part of the business strategy it is divided into internal and external communications.

Costumer magazines belong to the most important PR-tools for the corporate image of companies or institutions. Related products are printed flyers, folders and brochures. They should draw the attraction of costumers by an origin design and interesting content.

Crisis PR means public relations of companies, government agencies and other organizations during a crisis. There are methods of communication which can prevent an image damage and respectively can regain trust. Best practice: open, serious and continuous public relations.

Enterprise communications is also referred to as corporate communications and includes all communication that aims to develop business-relevant activities to external and internal relations. As a part of the business strategy it is divided into internal and external communications.

Special events can achieve a maximum of attention, but are subject to an extensive coordination also. Event coordination has to have everything in view namely: site, programme and all partners involved including and especially the media.

All communication activities of an institution or company to the public by means of the media, customers, partners in order to increase the level of awareness and to build trust and acceptance for a particular business activity.

A feed is the channel that provides podcasts. The most widely used feed currently is the RSS feed. Besides the name for the access, the term is sometimes also used as a synonym for the electronic message itself.

Similar to brochures or customer magazines flyers are made to attract attention and to provide information on services, events or topics. They usually illustrate the corporate design of a company or an organization.

Internal communications are an important factor for success. Strategic internal communications aims to pull the team of a company or an organization together to generate a friendly and agreeable atmosphere. For example, positive editing of staff magazines, bulletins and newsletters are vital because employees can be regarded as primary press officers, and should detail the best about their employers.

Information must reach the right media. Only good contact to journalists and editors within a wide ranging media network can make ideas and messages public.

With media monitoring special keywords, subjects or publications can be documented in the entire range of media as print, TV, radio or web. A systematic media analysis can measure the resonance of a topic in the media. This makes it an important tool for further strategic communication planning.

Media Training is focused on the enhancement of verbal and non verbal communication skills of business executives, company spokesman etc. A central aspect of the training is optimizing the individual appearance at press conferences or in interviews with representatives of the press, radio and television.

A moderator or presenter supports the communication during a panel discussion or a press conference. He or she should be an attentive listener and a supportive speaker, able to clarify the issues.

Useful tool to communicate with customers, partners and other external stakeholders. It also provides information to employees. They should be sent regularly, preferably by e-mail.

Online PR provides information, products, services or events on the Internet and its various applications such as e-mails, chats, blogs or social media groups. Online-PR might be not only more cost effective than traditional advertising, but guarantees constantly updated information for a wide audience or for a defined reference group.

A podcast is a collection of media files (audio or video) that can be offered on the internet and subscribed to by interested parties. The term is a compound of the iPod brand name and the British word for broadcasting (meaning sending messages over a network). A podcast involves a series of articles and is available via RSS feed.

A PR agency is responsible for the planning and control of all relevant processes communication of companies, non-profit organizations, project groups or individuals. As an external provider, it triggers external and internal communication tasks. An agency that provides the full range of PR activities from advising to planning and production is called a full-service agency.

A press conference is a way to get in contact and channel dialogue with Journalists. Newsmakers of all kind such as politicians, institutions and companies by invitation to the media – or allow pr-agencies to represent them.

A distribution list reaches and serves all key media. They are specific collections of media contacts to filter topics and target groups. Distribution lists have to consider the different media formats; the release dates of the full range of newspapers, magazines and periodicals, online media, TV and radio broadcasts.

Press folders include all relevant information of a company or an institution; current press releases, general information, photos and contact information. They should be available to journalists at press conferences or trade shows.

Not all companies or institutions have an own press office. Many of them take services from external providers as PR-agencies who manage the entire media programme, media contacts, press releases, media monitoring, press conferences, etc.

Press releases are sent to media to attract their attention for news. Best case; journalists cover the news for their newspaper or online-articles, radio and TV.

To know how a company or an organization is perceived in the media, one can monitor the whole media coverage by amassing all the relevant clippings. All press reviews can be made available in a digital archive or in hard copy.

Press visits follow the idea of getting in contact with journalist at an authentic location. A company, product or special topic is presented right where it s “at home”. This gives the opportunity to media representatives to create their own view.

Product placement can be a creative integration of products, services, logos, brands or companies in all media, without giving the recipient any impression of being disturbed. Product placement is often realized in TV productions but also at public events, conferences or conventions.

There is no success to promote a new product without presentation. Once a product is ready for the marketplace, it should be presented appropriately.

Promotional initiatives are part of public relations in order to make a product or service public. Promotional campaigns base on a smart choice of specific venues, stands and ideas. The type of promotion depends on the product itself and the target group.

Public relation activities include the planning and implementation of a controlled flow of information from organizations, companies, authorities or individuals to the public. These activities are designed to direct the focus on topics, companies or persons. PR aims to have effect on public opinion and obtains mutual understanding and trust.

Radio and TV programs inform about news. They should always be produced in a non-commercial way to achieve credibility.

RSS means, Really Simple Syndication. It is a system that can show and make any changes on websites on news pages, blogs, Audio-/Video-Logs). With an RSS feed one can receive regular website updates by free subscription.

School projects are usually based on the initiative of institutions or private companies to give children and young people a practical approach to personal development. Most school projects have a social or an environmental character and follow the idea of giving children a glimpse on their life in future.

Social Media is the hyponym of all online media, in which internet users form a community. The social media aims for a private or official exchange of experience or views. They include forums, blogs and social networks. Well known are the communities such as XING, twitter or facebook.

Sports events inspire and attract attention among media, participants and spectators. The full range of sports events sports are highly ranked in the planning of marketing mechanisms by companies and PR agencies.

Stakeholders are defined as persons, groups, organizations, or systems that have a particular interest or a relevant impact on the development of a project or a company. These may be employees, customers, suppliers or trade unions but also residents, community members or interest groups of all kinds.

A Participation forum produces a possibility to involve individuals or organizations like stakeholders, citizens, interest groups or political parties into the context of a decision-making process. Any form of participation might be desirable out of reasons like emancipation, legitimising or efficiency-enhancing.

Resourceful communication strategies for internal and external communications business objectives can be easily achieved. This requires strategic planning of all content that should be communicated by way of conduct using all available instruments at targeting definite niche groups.

A small foretaste is always a good form of advertising. Tasting sessions are the best alternative to costly marketing events requiring high budgets.

Major fairs promote special visitors and /or interested audiences meet each other. There are international, national or regional conventions where journalists are usually present. At fair shows companies can make their products and goals visible and they can establish essential personal contacts.

Web 2.0 is a hyponym for all “new” internet applications and offers which aims at unification amongst its users. These applications are usually updated by users themselves. Examples of applications are Flickr, YouTube and Wikipedia and include weblogs to the era of Web 2.0 It is possible for users to edit directly online without having to download and install additional programmes. In the meanwhile there is a discussion in progress regarding the new Web 3.0…

At the moment there is only speculation about the employment of the web 3. It is not known to what extent the Web 3.0 will function at. Fundamentally, it can be described as a range of technical innovations that go beyond Web 2.0. Special emphasis will be based on new mechanisms which should be able to connect and coordinate different web contents, users and articles.

Weblogs or short blogs are private digital diaries on the web. They present subjective news sites and are updated constantly by web loggers, called bloggers. Contents are usually notes and thoughts on topics of all types. These kinds of online diaries usually give users the ability to add individual weblog entries and comments.

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