Pitch
Paid invitation to three or four agencies to demonstrate their analytical, conceptual, and creative skills by solving a specific case. For how to go about a pitch, see: "Choosing a PR Agency" auf www.bpra.ch.
Press release
News to the media, prepared in a journalistic manner and from the point of view of the media. A press release is structured as follows: header, headline, lead, body copy, and boilerplate. Press releases are distributed simultaneously to all selected media by mail, fax, and increasingly by e-mail.
Print media
All printed periodicals, especially newspapers, general-public magazines, special interest media, and trade journals. Non-print media are electronic media such as radio, TV, movies, and the Internet.
Public affairs
Systematic representation of the interests of a company toward public authorities; also the relationships of the authorities to the public, aimed to win their sympathy for a specific concern.
Public relations
Consistent management of the relationships of a company to all internal and external dialog groups of relevance, aimed at building trust and confidence. Public relations are always conducted at the strategic level of management, and at the operative marketing level. By means of public relations a relationship of mutual understanding is established, and a balance of interests between all stakeholders is achieved.
PR agency
In Switzerland, about 50 agencies offer a wide range of PR services, of which 23 leading agencies are members of the BPRA. The skills index on the website www.bpra.ch contains credentials regarding their know-how and competences.
PR assistant with federal certificate
Title carried by PR professionals who have received extensive formal training in public relations and successfully passed the final exams supervised by the Federal Office for Professional Education and Technology OPET.
PR consulting
Comprehensive strategic management consulting regarding a dialog-oriented communication, based on a systemic view of the company, its dialog groups and relationships. PR consulting aims at supporting management in the process of professionally steering the relationship system.
PR expert SPRI
Certificate granted by the SPRI to PR professionals who underwent vocational training and successfully passed the final exams of the Swiss PR Institute. The training is supervised by the Federal Department of Professional Education and Technology OPET.
PR campaign
The orchestrated implementation of PR instruments with regard to content and timing aimed at changing public opinion within a relatively short time period.
PR concept
Highly systematic annual plan containing a comprehensive situation analysis, firmly agreed communication targets, a precisely defined strategy, well-defined tactics, a detailed plan of activities, defined measures of performance and response, an overview of the timing, a detailed budget, and a description of the account management.
PR roadmap
Zeitgeist term for a PR strategy agenda with a synopsis of the plan outlining the essential PR activities.
Product placement
Paid placement of branded goods in TV shows, movies, and public life, e.g. by VIPs and opinion leaders. Ideally such branded goods play a specific part in the performance.
Product publicity
Media work in the context of marketing communications. Servicing news editors with journalistically prepared product-specific information such as new releases, unusual product usage, innovations, etc.
Publicus
Swiss Yearbook of Public Life. Provides the addresses of all public offices, unions and associations, and all leading persons with public duties.
Push-and-pull
Triggering a desired behavior by applying push to one dialog group, and pull to another, e.g. convincing physicians of the effectiveness of a new therapy by actively communicating the results of a scientific study (push), and creating demand (pull) for the respective treatment by supplying potential patients with corresponding information.
