PR Agencies in Michigan Key Terms

Learn the lingo of marketing and advertising initiatives by PR agencies in Michigan
By Trisha Schulz Working with a PR firm in Michigan can bolster your business' image and create an effective alliance in dealing with the media. But you can't count on your PR firm to do the work alone; the PR agency needs business input from you in order to provide the best relationship. Knowing what you're talking about will go a long way in communicating your PR needs. Toward that goal, you can start by learning these PR key terms.

Above the fold

In print, above the fold describes the top portion of a newspaper, which is important because that's what people see when the paper is in a news rack. Above the fold also indicates positioning and prominence of an article or an ad on the page. The most effective Michigan PR firms will try to achieve above-the-fold coverage for their clients.
Try:  Check out the web advertisement section for WILX, a Michigan radio station. It gives above-the-fold considerations to advertisers who use the company's Super Cube option.

Boiler plate

Any text that the Michigan PR agency reuses over and over on documents and rarely changes is a boiler plate. For example, boiler plate text is oftentimes the mission statement or more information about a business at the bottom of a press release.
Try:  This Michigan Business Directory article explains effective ways to write a press release, including a step on including boiler plate information.

Advertorial

An advertorial is a type of ad in print placed by a Michigan PR agency that has the appearance of a news article. Most publications, however, do set it apart somewhat to indicate that the advertorial has paid content.
Try:  Huyser-Honig Creative Services, located in Grand Rapids, offers an advertorial that appeared in a newspaper insert throughout Michigan.

Brand identity

Wrapping up everything about a product or service into one succinct, outward message is the concept of branding. The product's name and visual appearance makes up its brand identity. Marketing and public relations firms in Michigan focus on brand identity because of its importance on consumer recognition and distinguishing the product from others.
Try:  Eiler Communications offers tips on positioning your business in the market, which is part of brand identity.

Media advisory

To announce a special event, such as a news conference, your public relations firm in Michigan will draft and send a media advisory. The document includes the basic details, schedule and location of the event. A media advisory won't release details about the announcement, but encourages the media to attend to find out more.
Try:  See the format and key elements to a media advisory by reviewing one released by the Regents of the University of Michigan. It regards the university's commencement ceremony.

Return on investment

The result of your advertising and marketing efforts, referred to as a return on investment, is what you get out of the advertising. Your Michigan PR firm will analyze the revenue generated from ads, marketing and public relations to help identify the strategy that was most effective.
Try:  Stony Point Communications in Haslett, MI gives a further explanation of return on investment and how to calculate it.