Campaigns & Elections' Politics - February 2008 - (Page 53) Ambassador: A high-profile person persuaded by a group to get involved in their cause. Oftentimes this advocate takes the issue on as his or her own. Astro turf: An artificially manufactured movement designed to give the appearance of being grassroots. It is typically used by industry to create the appearance of legitimacy for an unpopular position, and thereby stifle opposition or prevent corrective change. Public Affairs Glossary In-state coalition building: Building teams of people who are recognized in their community as civic, business and ethnic leaders. They complement earned media efforts by conducting press conferences, signing opeds and serving as local, credible spokespeople. To succeed in the world of strategic communications, you’ve got to be able to sling around the lingo like a pro. Here are a handful of key words you need to know. Robocalls: When a computer calls random numbers in a geographical area and leaves a recorded message on home/office machines. This technique was popularized by Matthew Broderick’s computer in “War Games.” Benchmarking: When organizations measure their policies, practices, philosophies and performance against those of high-performing organizations in an effort to improve. Stakeholder: The person or group that has the most to gain or lose. Internal public relations: Keeping teams informed of what other staff members are working on. Surgical lobbying: When a company seeks to expand into the state government sector or targeted local markets. Coalition building: Putting together disparate individuals or organizations that support your cause, showing strength in numbers or at least the appearance thereof. Crisis management: The actions taken to prevent or limit damage when something has happened that could seriously undermine your operations or image. Issues management: Tracking the events or news items that affect your subject/client. Key communicators: Community leaders, either elected or non-elected, who play an influential role shaping public opinion in their community. Talk radio intercepts: When policymakers and credible individuals phone talk radio programs to advocate for a particular issue. Grassroots: Direct communications to individuals asking them to become advocates on your behalf. This approach is not media centric, and uses paid messaging rather than earned media. Netroots management: Political activists or their paid surrogates using the Internet to gather and affect public policy. Third-party mobilization: The identification and mobilization of relevant, credible third-party and expert spokespeople who can be made available for media interviews or to sign op-eds. Grasstops: Highly persuasive personalized communications from individuals who have no vested interest in the issue except the wellbeing and future of a company or political official. Patch-through call: When a telemarketing firm calls a voter with a recorded message saying, “Candidate X is in your district doing X,Y, Z … If you would like to share your opinion press 1,” which then dials straight to X’s office. Makes life miserable for congressional staffers. Warm transfer: The same as a patch-through call. Sources: Tony Bawidamann, MWW Group, Michael Drulis, Morford Drulis Associates, Jeff Lord and Scott Staruch, Quantum Communications, Jeff Roe,Axiom Strategies, Michelle J. Santos, MJS Strategies Limited February 2008 Politics 53
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