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16 Cards in this Set
- Front
- Back
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Public relations (PR) department
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A unit in the firm that manages items suh as publicity and other communications with all of the groups that make contact with the company.
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Hit
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The mention of a company's name in a news story.
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Stakeholder
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A person or group with a vested interest in a firm's activities and well-being.
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Social responsibility
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An organization's obligation to be ethical, accountable, and reactive to the needs of society.
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Cause-related marketing.
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Matching marketing efforts with some type of charity work or program.
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Green marketing
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The development and promotion of products that are environmentally safe.
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Damage control
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Reacting to negative events caused by a company error, consumer grievances, or unjustified or exaggerated negative press.
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Entitlings
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Attempts to claim responsibility for positive outcomes of events.
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Enhancements
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Attempts to increase the desirable outcome of an event in the eyes of the public.
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Internet interventions
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Confronting negative publicity on the Internet, either in Web site news releases or by entering chat rooms, blogs, or social networks.
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Crisis management
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Either accepting the blame for an event and offering an apology or refuting those making the charges in a forceful manner.
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Apology strategy
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Presenting a full apology when the firm has made an error.
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Impression management
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The conscious or unconscious attempt to control images that are projected in real or imagined social situations.
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Sponsorship marketing
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When the company pays money to sponsor someone or some group that is participating in an activity.
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Event marketing
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When a company pays money to sponsor an event or program.
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Cross-promotion
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A marketing event that ties together companies and activities around a specific theme.
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