Sketch of PR ideas
Brief work-paper, outlining the objectives, the approach, and the dialog groups, together with professionally appropriate PR measures.
Special-interest media
General public media focused on a specific topic of interest such as health, travel, computers, sports, etc.
Sponsoring
Cooperation of a company with a personality or organization in the field of sports, culture, NPO, or media, with the objective of achieving an image transfer. The cooperation generally requires a long-term financial agreement, and/or the provision of goods or services. Sponsoring engagements follow the guiding principles of the company.
Sponsoring Exploitation
Means to ensure the desired effectiveness of sponsorship by involvement of the sponsored in all communication activities of the company, use of corporate PR and advertising measures to make the sponsorship known, and development of synergy by cooperation with co-sponsors.
SPRG
Swiss Public Relations Society. Association of the seven regional societies which unite PR professionals and other professionals interested in PR in Switzerland. SPRG is co-sponsor of the Swiss PR Institute SPRI.
SPRI
Swiss Public Relations Institute, Zurich. Sponsored by the Swiss PR industry, the SPRI is an independently managed and financially self-supporting institute for research and professional development. For more than 30 years, the leading institution for practice-oriented training of PR professionals at all levels in Switzerland.
Stakeholder
All groups of persons having some kind of interest in the company, i.e. customers, employees, shareholders, trade unions, etc.
SWOT analysis
Presentation of internal strengths and weaknesses, and external opportunities and threats in analyzing the situation of a company or product. SWOT analysis is one of the instruments in the ComPASS tool kit.
