Look and feel – The overall composition of marketing materials, design.

Matte finish – A dull or non-shiny finish to paper, similar to when a woman has powder on her face.

Mock-up – A preliminary brochure that is printed in colors to be used, cut, folded and put together to show what brochure will look like when it is printed.

Offer – The proposal.

One-color – Printed using only one color, usually black.

Opt-in e-mail – E-mail that is explicity requested by recipient.

Opt-out e-mail – E-mail that is sent to a recipient unless he requests NOT to receive it.

Payoff panel – The panel of a brochure that reader sees first when he opens a brochure. It generally follows up on what cover has discussed or answers whatever question was posed there.

PDF – Portable document format; file format for documents viewed and created by Adobe Acrobat Reader, Acrobat Capture, Adobe Distiller, Adobe Exchange, and Adobe Acrobat Amber plug-in. This technology has succeeded in standardizing format of documents used and transferred on Internet. One of benefits of using Acrobat and PDFs is that it doesn't matter whether you're a corporate guy using Microsoft Office products, an engineer using a computer aided design(CAD) program, or an art director using desktop publishing software—you can quickly deliver business documents to a colleague or to entire company without having to recreate them in other applications.

Perishable data – Information that will go out of date quickly.

Permission-based lists - Marketing lists centered around obtaining customer consent to receive information from a company.

Plain-text e-mail – E-mail that contains no graphics or special formatting.

Plug-in (a.k.a. add-on software) – A software program that extends capabilities of your browser in a specific way, giving you, for example, ability to play audio samples or view movies on your computer screen.

Privacy policy - A statement used on many Web sites to explain how a company protects privacy of information it aggregates about its users. It discloses how site collects, uses, and shares your personal information.

Rush charges/Premium charges – Additional service charges that are required because not enough time was given to vendor to complete project without working overtime or rushing.

Score – To make a very slight incision along fold of a brochure so that it folds easily and can be folded without cracking ink.

Self-mailer – A brochure that is designed with a mailing panel included so that it can be mailed without an envelope.

Sound bite – A brief statement or bit of information that describes a person’s business; also known as his 30-second introduction or elevator speech.

SPAM - An e-mail message sent to a large number of people without consent, also known as junk e-mail. Spam is usually sent to promote a product or service.

Stylebook – A book giving rules and examples of usage, punctuation and typography.

Subject line – The line on an e-mail message that says “subject.”

Tagline – An often-repeated phrase associated with an individual, organization, or commercial product; a slogan.

Target – To concentrate on ideal prospective client or group. Target audience/Target market – The ideal prospective client or group.

Three-color – Printed using three colors, such as yellow, red and black or red, green and blue.

Trifold brochure – A brochure, generally 8.5” x 11”, printed on two sides, that is folded into three, thereby creating a six-panel brochure.

Two-color – Printed using two colors, such as red and black or blue and green.

Varnish – A special finish that is applied to printed brochures that works like varnish on a table, preventing chips, scratches and smudges.

Viral marketing - Marketing phenomenon that facilitates and encourages people to pass along a marketing message.

White space – The area on a brochure or ad that doesn’t have printing or graphics on it.

You’ll find an even bigger list of terms in our ebook, Marketing Plan Essentials: Online & Off. For more details visit http://www.marketingideashop.com and while you're there, sign up for Brainy Tidbits, my free weekly ezine with tons of marketing and PR information.

Find out what’s best time to call, what information he would like to see about your company, and let him know that he can call you if he needs information on your company, industry or on a subject you are an expert.

Then, go back to your office, send him a brief thank-you note (mail or e-mail) and again offer your assistance. If he mentioned sources or ideas he needs, be sure to gather that information and provide it to him as soon as you can.

Update your database with all of information you found out, including personal information. Does he have children? How many? Names? Does he cover other topics besides your industry? Which ones? Do you know anything about this? Can you be helpful to him? How long has he been at publication? Whenever you find out more details about him, put it in your database. Then review it before you talk to him next time.

4.Be truthful, open and honest.

The truth is always best option. Never lie to a reporter; he will eventually find out and you will never earn back his faith. Be as open as you can in answering questions, and never say, “No comment.” “No comment” to a reporter means you are trying to hide something. It would be better to say, “I don’t know about that, but I can tell you…” and then discuss a positive aspect of story. If you can have three or four talking points about your company, you’ll be able to keep better control of story. Just deftly bring subject back to what you prefer to discuss.

5.Be responsive and helpful.

When a reporter contacts you, he is usually under a strict time constraint. He may call you at 3:00 p.m. and have a 5:00 p.m. deadline. If you aren’t available, or do not return call promptly, you will miss out on opportunity to be included in a story. The reporter will find another source to quote, and he may never call you again. Writers aren’t much different than you and me—they will take easy way out and call one or two available, reliable sources instead of expanding their network. You want to be that source.

If you see articles or find information that might interest reporter, be sure to pass them on to him. He will begin to value relationship and consider you a great source. This will help when you do pitch a story to him. And remember, make reporter’s job easier.

Always provide other sources if you can for any story you pitch. If you can hand complete story to reporter and he doesn’t have to spend several frustrating hours finding additional sources, he will be very grateful.

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