Page 205 - Corporate Communication

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Glossary 193

Portfolio (and portfolio The set of products or services that a company decides
analysis) to develop and market. Portfolio analysis is the process of
comparing the contents of the portfolio to see
which products or services are the most promising and
deserving of further investment, and which should be
discontinued
Positioning The creation of an image for a company, product or
service in the minds of stakeholders, both specifically to
that entity and in relation to competitive organizations
and offerings
Power-control theory A branch of theory that suggests that variations in struc-
tures are determined and explained by the views and
relationships of the powerful dominant coalition within
an organization
Practitioner role The general set of activities performed by a practitioner
Press agentry The use of press agents, promoters and publicists to pro-
mote and publicize an organization and its products or
services through the media, often used to describe com-
munications during the early decades of the twentieth
century
Press kit Several press deliverables combined in one package (usu-
ally a folder)
Press release A paper or electronic document submitted to the media
with the intent of gaining media coverage
Problem-solving process A practitioner who collaborates with other managers to
facilitator define and solve organizational problems
Procedures and General prescriptions on the design and management of
guidelines communications programmes
Process documentation The documentation of works processes, often in visual
and comprehensive formats, such as flow charts, process
maps and checklists
Process effects An audit of the effectiveness and efficiency in which
communication programmes are developed, managed
and run
Profession A vocation or calling that involves some branch of
advanced learning or science (e.g. the medical profession)
Professional association A trade body representing a particular profession or
occupation
Professional standards The standards by which someone is judged as profes-
sional; i.e. competent, skilled and ethical in his/her
professional practice
Production orientation A primary focus of business on the efficient development
and assembly of products – characteristic of the early
twentieth century
Proposition The message that the advertiser wants the customer to
focus upon