The Business of Influence: Reframing Marketing and PR for the Digital Age

GLOSSARY OF TERMS

1st / 2nd / 3rd / 4th / 5th / 6th flow –

see Six Influence Flows.

4 models / the 4th model –

describes four views of public relations as defined by James Grunig and Todd Hunt, the 4th being the one advocated by the Excellence study: the two-way symmetrical model.

Accessible –

easily understood or appreciated; friendly and easy to talk to; approachable.

AMA –

American Marketing Association.

AMEC –

Association for Measurement and Evaluation of Communication.

APQC –

American Productivity and Quality Center.

AVE –

Advertising Value Equivalence; a discredited approach to gauging the value of public relations (or media relations more precisely).

Balanced Scorecard –

a BPM approach; a management system (not only a measurement system) that enables organizations to clarify their vision and strategy and translate them into action; provides a framework that not only provides performance measurements, but helps planners to identify what should be done and measured.

BPM –

Business Performance Management; the disciplined approach to management encompassing metric selection, measurement and organizational learning.

Buyer marketing –

individuals market their needs or desires, either directly or anonymously via a streams bank or other broker, to organizations interested in meeting that need or desire; also known as personal RFP (request for proposal).

CCO –

Chief Communications Officer, also known as Director of Public Relations or Director of Corporate Communications; ...