Marginalia
Short body of text in the margin of a publication, offering readers an additional point at which to enter the body copy.
Marketing Communications
Also called marcoms. All PR activities serving sales, complementing advertising and sales promotion, e.g. generic information campaigns, product publicity, media events, etc.
Media work
Continuous and consistent management of relationships with the media and journalists using instruments such as press release, OTS, media briefing, media luncheon, media event, advertorial, media corner on the corporate website, and strategies such as agenda-setting. Dialog-oriented media work is in many cases the core of PR consulting.
Media briefing
Invitation of the media to an informational event of maximum one hour with the opportunity of receiving first-hand information and raising related questions. Only indicated if substantial news value is guaranteed and the information requires explanation. The financial media briefing is a special form of media briefing.
Media luncheon
Informal meeting between a company representative and one, or a small number of, journalists for lunch, aiming to provide background information to a small circle of journalists in order to win and groom them as friendly journalists.
Media event
Organization of an event with the aim of triggering media coverage.
Mediation board of BPRA
The mediation board of the Association of PR Agencies in Switzerland BPRA adjudicates differences of opinion between client and agency.
Media work in dialog form
Professional cooperation with the media in order to achieve conspicuous and prominently-placed coverage for the client. Media work in dialog form takes the interests and plans of the editors into account, and provides to the editors more journalistic approaches than mere information.
Mission Statement
Core messages regarding the essential values, objectives, and criteria for success of the company, its competences, efficiency, and competitive advantages.
Monitoring
Observation of media coverage regarding specific keywords or topics, with the objective of measuring the resonance of a press release, gaining information on competitors, or scouting trends.
