Public Relations
A short, formal document sent to media outlets announcing a new album, tour, or major event.
What is a press release?
The unique set of associations and perceptions a consumer holds about a product, artist, or service.
What is a brand?
A document that outlines an organization's advertising and promotional efforts for the coming year.
What is a marketing plan?
A detailed, fictional profile representing a segment of the target market, used to guide marketing decisions.
What is a buyer persona (or marketing persona)?
The corporate brand that provides financial support for an event, tour, or artist in exchange for visibility and promotional rights.
What is a sponsor?
A specific set of materials, like photos, a bio, and news clippings, prepared for journalists covering an artist or event.
What is a press kit (media kit or EPK)?
This is a phrase or short sentence that captures the essence and key selling point of a brand.
What is a tagline (or slogan)?
A specific group of consumers with shared characteristics that a company aims its products or services toward.
What is a target market?
The average number of times a person in the target audience sees an advertising message.
What is frequency?
The detailed document an artist or event sends to a potential corporate partner to outline the benefits and opportunities of a partnership.
What is a sponsorship proposal (or deck)?
A document that outlines an organization's pre-approved talking points and key messages to ensure consistency across all spokespeople.
What is a message house (or key message document)?
The long-term plan for the development of a brand to achieve specific consumer perceptions.
What is a brand strategy?
Dividing a broad consumer market into smaller, more manageable groups based on similar needs or characteristics.
What is market segmentation?
A specific, measurable value that demonstrates how effectively a campaign is achieving its business objectives, such as "CTR" or "conversion rate.
"What is a Key Performance Indicator (or KPI)?
A term for the creative activities a brand executes at a live event to engage fans and make their presence known, like a branded photo booth or lounge.
What is activation?
This is the defensive side of PR. In entertainment, issues can range from a missed flight (reputation issue) to a major controversy (crisis). Crisis communication is a defined plan for how to handle negative events. The goal is to acknowledge the problem quickly, manage the message, and minimize long-term damage to the artist's brand equity.
What is Reputation Management / Crisis Communication
A deliberate statement defining the unique benefits a brand offers its target audience and how it is different from all key alternatives.
What is brand positioning?
The specific monetary goal a marketing campaign is trying to achieve, often measured by sales or ticket revenue.
What is Return on Investment (or ROI)?
A financial metric used to track the efficiency of a digital ad by dividing the total cost by the number of times users clicked the ad.
What is Cost Per Click (or CPC)?
The contractual requirement that an artist or event cannot partner with a competitor of their primary sponsor.
What is an exclusivity clause?
The strategy of securing unpaid mentions of a product, artist, or event in broadcast, print, or digital media.
What is earned media (or publicity)?
The emotional and psychological connection a consumer feels towards a brand that leads to repeat purchases and loyalty.
What is brand equity (or brand loyalty)?
The term used to describe the following combination of: product, price, place, and promotion, often called the marketing mix.
What are the Four P's?
Marketing research that uses numbers and statistics, such as survey results or streaming platform listening metrics, for analysis.
What is quantitative research?
The measurable value a sponsor receives from a partnership, often calculated by comparing the media exposure gained to the cost of purchasing that advertising space.
What is Return on Investment (ROI) or Return on Objective (ROO)?