公关英语

公关术语PR GLOSSARYCONTENT 目录04 NEW CLIENT DEVELOPMENT新客户开发12 STRATEGY & PLANNING(10 STEPS)战略与规划（十步）27 MEDIA媒体42 EVENT活动56 MARKETING市场营销64 ACCOUNTING财务68 Widely-Used Advertising Terms in PR Practice公关服务中常见广告词汇New Client Development新客户开发Billing Process招标流程agenda议程agreement协议approval批准bidding招标brainstorm头脑风暴，点子会议case案例client客户competitor analysis竞争对手分析confidential机密的confidentiality agreement保密协议confirm确认contact联系，联系人contract合同deadline最终期限feedback反馈financial report/financial statement财务报告item条款minute/memo备忘录offer出价owner出价partner合作伙伴pending待解决的pitch(专业顾问公司)竞标，竞争客户的业务pitch letter招标书pitcher竞标人presentation讲标，演讲型陈述project项目proposal提案remark备注report报告retainer（已签约）常规客户sign签署，签字team work团队合作tendor投标（书）tentative尝试性的theme/topic主题vendor小贩，供应商Company Profile公司简介bio（biography）简历（传记）board of directors董事会briefing情况介绍，吹风会brochure/pamphlet介绍手册company history公司历史copyright版权executive board管理团队intellectual property right知识产权management team CV’s（curriculum vitae）领导层简介mission statement使命书patent专利Practice服务内容brand marketing 品牌营销brand building品牌塑造brand development品牌开发brand positioning 品牌定位brand repositioning品牌再定位celebrity marketing名人效应营销cross marketing and promotion交叉营销demarketing缓适营销educational programming教育规划entertainment marketing娱乐业市场营销event proposal活动策划grassroot marketing地毯式营销name-brand名牌，品牌product launch产品发布product publicity产品宣传publicity-driven promotion宣传导向的促销retail marketing零售业市场营销special event特别活动communication training沟通培训development of message信息开发media training媒体培训presentation skills training宣讲技巧培训speech preparedness准备发言稿constituency relations顾客关系association marketing协会营销public interest group relation公众利益群体的关系third-party lobbying第三方游说corporate & financial communications公司和金融转播implementation and communications执行和沟通policy development and initiatives政策制定stakeholder engagement and partnerships股东约定和合伙关系crisis & issues management危机管理crisis procedure guidelines危及程序指导方针crisis simulation危机模拟issues advertising声明issues management问题管理litigation support诉讼支持online crisis preparedness网上危机防范risk assessment风险评估stakeholder outreach股东范围vulnerability analysis危机程度分析event management活动管理corporate identity film企业形象短片live studio（具有较好混音设备的）录音室，播音室meeting & event会议和活动webcast & broadcast在线直播government relations政府公关central government中央政府front-page issue/story头版新闻local government地方政府national government全国政府trade association行业协会interactive service 互动服务extranet外部网flash图片；新闻；消息flash animation/programming flash消息制作internet互联网intranet内部网newsflash快讯online content development 网上内容开发viral marketing program病毒性传播web design网页设计web programming网页编程webcast网页传播webinar网络论坛media relations媒体关系audience targeting受众确定audit审计database development and maintenance数据库开发和维护editorial campaign and maintenance 数据库开发和维护editorial campaign宣传活动media tours媒体拜访，媒体外出巡游strategy and message development战略和信息开发tracking and analysis（媒体）跟踪和分析organizational communication组织沟通divestiture/divesture/divest剥夺财产，收回投资large-scale technology improvement大规模的科技进步leadership transition and development领导风格的转变和发展merger and acquisition兼并与收购organizational restructuring 机构重组recruiting and retaining a high performance招聘和保留高效的工作团队others其它article release稿件发布communication strategy传播策略evaluation评估market research市场研究planning & counseling计划与辅导public affairs公共食物publicity公共传播，宣传publicity campaign宣传攻势writing撰稿Service Practice服务行业airlines and transportation航空和运输业apparel服装业banking & securities银行和证券业education教育业energy能源entertainment娱乐业environmental legislation and regulation环境立法和管理条例extractive（oil/gas/mining）采掘业（石油/天然气/采矿）financial service金融业food and hospitality食品和招待行业footwear鞋业gambling赌博业health care医疗卫生information technology信息技术pharmaceutical制药业science & technology科技telecommunications电讯，通讯textile纺织业utilities公共事业Strategy & Planning（10 steps）战略与规划（十步）1-Clarify Objectives阐明目标action行动attitude态度boycott联合抵制bribe/bribery贿赂business issue商业问题cash flow现金流combat/balance/defuse/neutralize阻击/平衡/分散negative attitude中立化负面态度consumer product消费品convenience product日用品exchange交换financial performance财务表现fraud欺诈fund raising筹集资金funding提供资金goal（远期）目标identify/educate/activate positive attitude发现/教育/激活正面态度image形象industrial product工业品malfeasance渎职objective目的opinion意见payback收益product failure不合格产品product tampering篡改产品profit利润profit margin利润额度public attitude公众态度public interest issue公共利益问题recall产品召回reputation信誉reshuffle重组restructuring组织调整return on investment（ROI）投资回报率share price股价site closing关闭站点specialty product特殊品strike罢工transaction交易unsought product冷门产品2-Situation Analysis形式分析background analysis背景分析client product顾客产品competitor竞争对手context场合；环境；背景customer value 客户价值demand需求distribution分销evolving technology发展中的技术，不断改进的技术exploratory research探索性调研framework框架gather facts搜集信息industry工业；制造业；行业leadership challenge领导力挑战legislation立法market demand市场需求marketing intelligence营销情报needs需要obstacle障碍pricing定价profitability盈利能力public aspiration公众渴望public mood公众情绪public need公众需求regulation法规，规定sales and market share销售和市场份额sector行业；部门slogan口号，广告语snapshot快照，简况strategy战略tactic措施tipping point有利的拐点trend趋势wants欲望brand audit品牌审计aided or tipped awareness提示知名度attention value注意度badge of authenticity货真价实的标志brand association 品牌联系brand awareness品牌知名度brand consolidation品牌巩固brand contact品牌接触brand equity品牌资产brand experience品牌体验brand extension品牌延伸brand identity品牌识别brand image品牌形象brand interest品牌兴趣brand loyalty品牌忠诚度brand mapping品牌定位图brand personality品牌个性brand preference品牌偏好brand recognition品牌认知brand reliability品牌可信赖度brand reputation品牌美誉度brand stewardship品牌管理brand story品牌故事durability耐用度non-branded competition不打品牌竞争perceived quality品牌认知度premium image高品质外观relevance相关度serviceability服务度，可使用度sky-high image极高的形象switching cost（品牌）转换成本top of mind第一提及知名度unaided or untipped awareness未提示知名度unawareness无知名度unified image形象统一universal identity统一标识media audit媒体审计circulation发行量circulation audit发行量审核controlled circulation赠阅发行exposure value暴露值gross rating points毛评点guaranteed circulation基本发行量image deterioration形象坏损impressions暴露度，印象分media analysis媒体分析media confirmation媒体确认media crisis媒体危机media map媒体资源库media planning媒体策划media storm媒体风暴media subclass媒介细分media units媒介单位paid circulation订阅发行primary circulation初级发行量readability可读性secondary/pass-along reader二级读者secondary/pass-along readership二级读者量total intensity传播强度total pressure传播压力analysis form client`s prospect从客户角度分析associated benefits相关收益attributes品质；特质committed buyer承诺购买者follower跟随着habitual buyer习惯购买者key audience重点受众leader领导者like-a-friend buyer情感购买者personality个性satisfied buyer满意购买者underdog弱者；失败者value价值industry/market sector analysis行业/市场分析analyst quote report分析员举证分析best practice analysis最佳方法分析brand mission品牌使命brand promise品牌承诺client research客户调查competitive site analysis竞争地位分析consumer消费者database search数据库调查distributor分销商industry analysis行业分析key player主要竞争对手market development市场开发market intermediaries市场中介market penetration市场渗透non-profit sector非盈利行业organization identity企业特征organizational analysis组织分析perception analysis认知分析policy analysis政策分析products and applications产品和应用retailer零售商ROI-based analysis基于投资回报率的分析selling concept推销观念societal marketing concept社会营销观念value chain价值链3-Audience Identification and Profile受众身份确定和解析audience受众buying style购买方式celebrity opinion leader名人舆论领袖demographics人口统计学high priority audience优先受众intermediary audience中间受众internal audience内部受众lay audience外行受众marginal public边缘公众media habit媒体习惯opinion leader（expert，gov.officials）舆论领袖（专家，政府官员）primary public重要公众psychology心理学public opinion hero公众舆论领导secondary public次要公众self-image自我形象target audience目标受众target audience differentiators目标受众区别点uncommitted public中间公众4-Discover Key Insight发现主要见解agent代理商brand confusion品牌迷惑（品牌混淆）broker经纪人burning issues燃眉之急channel销售渠道channel partner销售渠道合作伙伴distribution channel分销渠道exclusive distribution独家经销financial leverage财务杠杆franchised organization特许专卖店idea screening构思筛选leverage提升，影响，借助range of product 产品范围reliability可靠性SWOT grids WOT矩阵分析SWOT-Strength，Weakness Opportunity，Threat优势，若是，机遇与威胁（状况与形式分析）weight of client客户重要程度Wholesaler批发商5-Set Measurable Program Objectives设定可测的项目目标adopt an attitude持某种看法和态度build preference/preference building打造偏爱度increase awareness提高认知度increase exposure增加曝光度increase presence增加出场；扩大（存在）影响力maintain leadership 保持领导者地位overpromise 过度承诺，夸海口overtake 超越rating排名sales leads销售领先shift an attitude 改变态度6-Define Program Strategy制定项目策略approach方法benchmarking commitment检验承诺client-centric strategy客户服务中心战略dialogue strategy对话战略insight见解Non-governmental organization（NGO）非政府组织NGO and community relations strategies非政府组织和社团关系战略operating strategy运行战略partnership initiative伙伴关系设想road map活动安排表strategic philanthropy战略性慈善事业well-rounded internet strategy全面的网络战略7-Message Development信息开发b-roll传送未被编辑过的连续镜头给听众和观众的行为emotional appeals感性诉求fact事实figure数字groundwork基础工作key message 关键信息key message by audience/platform根据受众平台划分的不同关键信息matrix矩阵message audit信息审计message platform信息平台message weight信息力度moral appeals理性诉求sound bite（信息）切入点（原指某采访录音片段，因其辛辣、讽刺而被播出）statistics统计数据template模板third party endorsement第三方认可umbrella message伞形信息8-Identify Media Strategy制定媒体策略blueprint蓝图、计划by word mouth口头传播effective有效的efficient有效率的media briefing媒体吹风会media maintenance媒体维护media monitor媒体监控media policy媒体措施media profile媒体简介media trip媒体旅行message delivery信息投递opinion watchdog舆论监督outlet出口podcast播客；网络视频发布word-of-mouth舆论导向9-Define Program Tactics制定项目实施措施beat采写范围consumer contest消费者竞赛flame war论坛上的激烈争论gopher地鼠，在网上搜索信息guest spot特邀嘉宾栏目；客串表演knock off翻印本，冒牌货，廉价仿制品news conference新闻发布会newsreel新闻影片online channel网上频道photo Op（opportunities）抓拍、抢拍的新闻照片press conference记者招待会public service announcement电台或电视台的公益广告radio promotion广播促销spots插播在两个广播或电视节目间的内容the charts每周流行音乐排行榜video news release视频新闻发布10-Develop Evaluation Plan制定评估计划attitudinal shift态度改变audience rating视听率awareness，attitudes and behavior tracking studies认知、态度和行为跟踪调查behavior shift行为改变bounce back survey重新调查bulletin board discussion analysis商业和促销分析chat room聊天室client mix driver analysis顾客混合驱动分析content of media coverage媒体覆盖内容coupon redemption rate优惠券回收率customer satisfaction index客户满意指数customized survey定制调查desired effect期待得到的结果diagnostic information诊断信息effective frequency有效频次effective reach有效收视/收听率end audience终端受众event attendance活动出席人数favorability受欢迎程度frequency频次frequency discounts频率折扣gauge outcomes评估结果hit rate点击率impact影响力landscape matrix环境基础评估material distribution物品发放measurable objectives可测量的目标media assult媒体攻势media coverage媒体覆盖media coverage analysis媒体覆盖分析media environmental媒体环境media outreach媒体覆盖范围media uptake媒体认同national overlay全国覆盖objective match audience目标与受众匹配output输出pick-up rate采用率placement（文章）投放program refinement 项目细化promotion effect促销效果quality of media coverage媒体覆盖质量quantity of media coverage媒体覆盖数量ramping up process艰难的向上攀爬过程reach收视率；收听率recap扼要重述新闻报道中的内容space/length篇幅speaking board发言板tone语调vehicle载体volume of media coverage媒体覆盖容量website traffic网站流量MEDIA媒体Media Classification媒体分类by importance按重要程度分A-level media A类媒体B-level media B类媒体cool media冷媒体core media核心媒体high profile daily newspaper高知名度日报hot media热媒体main media主流媒体non-mainstream media非主流媒体strong media强势媒体by region按地域分foreign media外国媒体international media国际媒体local media本地媒体media in East China华东媒体media in South China华南媒体national media全国媒体Northeastern media东北媒体Northwestern media西北媒体out-of-country media境外媒体out-of-home media户外媒体out-of-town media外地媒体provincial media省级媒体regional media 区域媒体secondary city media 地市级媒体Southwestern media 西南媒体by content按内容分general media大众媒体specialized media专业媒体trade media/vertical media行业媒体by style按风格分automobile media汽车媒体consumer media 生活消费类媒体consumer travel title消费旅游刊物direct marketing media直销营销类媒体education media教育媒体fashion media时尚类媒体female publication女性刊物finance media财经媒体housing & property media房产媒体lifestyle media生活类媒体male publication男性刊物management media 管理类媒体medicine media医药媒体photographer media摄影类媒体political media时政类媒体securities media证券媒体trade travel贸易旅游刊物by vehicle按传播载体分air-cast（用）无线电广播airing无线电广播，电视广播airwave电视，广播的频道，电波broadcasting广播bulletin新闻快报；公报；小报；会刊cable network有线网络digital interactive media数字互联媒介digital media数字媒介electronic media电子媒介forum论坛gutter press八卦刊物house organ内部刊物interactive TV互动电视magazine杂志mouthpiece机关报；代言人news magazine新闻杂志，时事刊物news organ报纸，新闻杂志，新闻喉舌newspaper报纸on-line media网上媒体on-line newspaper网上报纸popular paper大众化报纸；通俗报纸poster招贴，海报，帖子print media平面媒体publication刊物specialized e-zine网上专业杂志tabloid小报tabloid press通俗小报talk radio电台脱口秀talk show名人访谈节目TV newscast电视新闻广播TV series电视系列片TV show电视节目Web portal门户网站Publication period出版周期bi-monthly双月刊bi-weekly半月刊daily日刊field pickup现场转播issue（报刊、杂志）期live program现场直播monthly月刊periodical期刊quarterly季刊Sunday supplement周日增刊Supplement号外；副刊；增刊weekly周刊weekly newspapers周报Space Position版面位置banner headline，streamer headline通栏标题broadsheet大（开版）报cover date封面日期cover paper封面cover position封面位置front page首页；头版full position黄金版面；醒目位置gatefold门式折页gutter中缝headline标题，大字标题，头条新闻inner page内页insert插页sub-top line小头条supers叠top line头条All Kinds of Articles文章类型affair绯闻anecdote趣闻轶事back alley news/grapevine/hearsay小道消息box花边新闻bylined article署名文章caption图片说明clipping剪报column专栏；栏目continued story连载故事；连载小说correction更正（启事）correspondence column读者来信专栏cover story封面报导customer success story客户成功案例cutline插图说明digest文摘e-clipping电子扫描件editorial社论，社评evaluating评测exclusive news独家新闻experienced article体验稿extra号外eye-witness account目击者；记者见闻feature/feature article特写；专稿fiddler’s news假的，不准确的消息foreign news国外新闻front-page news头版新闻general market article市场综述稿general news article新闻综述稿hard news硬新闻；纯新闻heavy news坏消息；不幸的消息highlights要闻home news国内新闻hot news热点新闻insertion order加插刊登通知job’s news不幸的消息，凶讯（出自《圣经》）latest news/spot news/stop-press news最新消息media event传媒瞩目的事件monograph专刊narration解说词news release新闻稿news vista新闻回顾与展望newsflash新闻快讯newsletter时事通讯；新闻信札，业务通信obituary讣告one-on-one interview专访pet topic/hot topic热门话题photo news图片新闻position paper意见书，表达对问题所持见解的论文press hot line 新闻热线press release（通讯社或政府机构发布的）新闻稿product article产品稿product explanation产品说明profile人物专访；人物特写public notice公告review评论round-up综述scandal丑闻sex scandal性丑闻sidebar花絮新闻slice of life生活片段soft news软新闻solicit article征文special report特别报道special topic专题speechwriting撰写讲演稿standby statement备用声明story消息；稿件；文章successful story成功案例technical articles技术性文章tie-in chart配图tip内幕新闻topical issue热门话题trade news行业动态white paper白皮书，官方政府报告wrap-up综合报道，简讯Reporting Style报道方式bias片面性covert coverage隐形采访；秘密采访cover-up隐藏，掩盖distortion歪曲editorial promotion编辑推介；社评推介folo（=follow-up）跟踪报道hype大肆宣传，炒作，夸大的宣传in-depth interview深度采访in-depth reporting深度报道media coverage媒体报道量media hype/media pitch媒体炒作negative report负面报道neutral report中性报道objectivity客观性off the record不宜公开报道positive report正面报道puffery夸大slant主观报道；片面报道subterfuge托词，花招，诡计，手段Writing Structure结构banner通栏标题body新闻正文close/trial close结尾dialog对白filler补白interior paragraphs内容段落kicker肩题lead导语marginal note旁注master head报头；刊头；报名；刊名monolog copy独白式正文narrative copy叙述式正文news peg新闻电头picture-caption copy图片说明式正文preamble序言subhead副标题tagline标题句text正文thumbnail小样thumbnail description概述thumbnail sketch简述Writing Style写作技巧analogy 类比essay随笔human interest人情味hyperbole夸张法imagery比喻inverted pyramid倒金字塔（写作结构）jingles歌谣式metaphor隐喻personification technique拟人化prose散文road blocking路障式straight announcement直截了当式suspended interest悬念Article Edition Process文章编辑过程blank“开天窗”boil压缩篇幅carry刊登censor审稿crop剪辑图片cut删改deadline截稿时间editor-in-chief and approve主编审阅file发稿follow up跟稿general editor check and approve总编审阅kill(a story)枪毙稿件localize本土化meeting before edition编前会order edition订版placement of articles文章投放polish润色printing印刷proofread校对。