The ABCs of Strategic Communication
Thousands of terms, tips and techniques
by
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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.
(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 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.
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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
About the Author
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.