ACCOUNT MANAGER - a person in charge of communication in the client-agency relationship. Account defines the client’s needs and he/she ensures the implementation of communication or marketing campaigns through regular communication (briefings). Within the agency, the account coordinates activities of other departments, such as advertising, creative department or engagement of outsourced contractors. The account is also responsible to carry out the financial plan.

BRIEFING – a meeting or communication in the agency/account-client relationship. A briefing may also be in written form or electronic. The client informs the agency on his/her needs and achievement of goals that are set before the agency as the contractor. The briefings are managed by the Account, where other members of the agency’s team join if necessary.

DONATIONS - a charitable activity in which the donor expects nothing in return. The motive for donations is usually of moral nature.

EVENT PR - stimulating interest in a person, product, organization through a focused event, as well as the activities that assist the company, i.e. organisation in communicating with its audience

INTEGRATED MARKETING COMMUNICATION (IMC) - they combine and direct all the elements of the communication mix (advertising, direct mailing, PR, Internet…).

CRISIS PUBLIC RELATIONS - a separate PR field that includes predicting potential crises, preparing for and solving crises, as well as communicating with the target audiences and other key audiences of an organisation, and analysis followed by the crisis evaluation.

A MEDIUM - the means (oral or written) and method of expressing messages, the means of communication; modern means for transmitting information (newspapers, radio, TV, internet etc.).

FINANCIAL RELATIONS - creating and maintaining the investors' trust and building positive relationships with the financial community (investors, shareholders etc.).

MEDIA RELATIONS - relations with the media through seeking publicity or appropriately responding to their interest in a person or an organization.

COMMUNITY RELATIONS - continuous, planned and involved cooperation with and within the community for the mutual benefit of the organisation, i.e. company and the community.

EMPLOYEE RELATIONS - problem solving, stimulating employee loyalty, as well as informing and motivating the organisation’s members or employees.

PUBLIC RELATIONS - planned and continuous effort aimed at creating and maintaining good will and understanding between an organization, i.e. company on one side and their target audiences on the other, influencing their opinions and actions.

PRESS CLIPPING – an overview of published media information about the client. The clipping includes all printed and electronic media that publish news/information about the client’s activity. The client orders the volume and frequency of clippings per key browsing works and depending on the frequency of media presence.

PRESS KIT - A press kit is a set of materials related to a specific event, prior to which it is distributed to target audiences, most often – the media, i.e. journalists. It consists of written material (press releases, summary presentations), photographs and recordings in electronic, video or audio format.

PRESS RELEASE is most often a short piece of news written in a form as close as possible to the original newspaper news, and as such – it is convenient for media announcements. The press release most often contains answers to 5 classical journalistic questions (WHO, WHAT, WHEN, WHERE and WHY). It contains information about the client and it is considered the basic tool in public relations.

MARKETING COMMUNICATION - a combination of activities aimed at selling a product, service or idea, including advertising, publicity, promotion, promo materials and special events.

PUBLICITY - distributing planned messages through the chosen medium without payment, aimed at fulfilling the interests of an organization, i.e. company.

SPONSORSHIP - sponsorship is a business relationship between a “supplier” of financial or material goods/services on one side and an individual or organization on the other, which in turn offers certain information and access to the public, which may result in a commercial gain.