Opinion publiqueL’ opinion publique désigne l'ensemble des convictions et des valeurs, des jugements, des préjugés et des croyances plus ou moins partagés par la population d'une société donnée. De même qu'une opinion se caractérise par son aspect normatif et se différencie de l'esprit critique (marqué, lui, par le questionnement, l'argumentation, l'approche contradictoire et le souci d'approcher une certaine vérité), l'opinion publique peut parfois être construite sur des avis tranchés, des émotions, des informations non vérifiées pouvant se révéler fausses, qu'elles soient véhiculées intentionnellement ou non.
Target audienceA target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said intended audience. In marketing and advertising, it is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message. Businesses that have a wide target market will focus on a specific target audience for certain messages to send, such as The Body Shops Mother's Day advertisements, which were aimed at the children and spouses of women, rather than the whole market which would have included the women themselves.
Corporate identityA corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public (such as customers and investors as well as employees). The corporate identity is typically visualized by branding and with the use of trademarks, but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of the corporate communications, in order to maintain and build the identity to accord with and facilitate the corporate business objectives.
Media manipulationMedia manipulation is a series of related techniques in which partisans create an image or argument that favors their particular interests. Such tactics may include the use of logical fallacies, manipulation, outright deception (disinformation), rhetorical and propaganda techniques, and often involve the suppression of information or points of view by crowding them out, by inducing other people or groups of people to stop listening to certain arguments, or by simply diverting attention elsewhere.
News mediaThe news media or news industry are forms of mass media that focus on delivering news to the general public. These include news agencies, newspapers, news magazines, news channels etc. Some of the first news circulations occurred in Renaissance Europe. These handwritten newsletters contained news about wars, economic conditions, and social customs and were circulated among merchants. The first printed news appeared by the late 1400s in German pamphlets that contained content that was often highly sensationalized.
PublicIn public relations and communication science, publics are groups of individual people, and the public (a.k.a. the general public) is the totality of such groupings. This is a different concept to the sociological concept of the Öffentlichkeit or public sphere. The concept of a public has also been defined in political science, psychology, marketing, and advertising. In public relations and communication science, it is one of the more ambiguous concepts in the field.
Earned mediaEarned media (or free media) refers to publicity gained through promotional efforts other than advertising (paid media) or branding (owned media). There are many types of media available to online marketers and fit into the broad categories: owned, paid, and earned media. Owned media is defined as communication channels that are within one's control, such as websites, blogs, or email. Paid media refers mostly to traditional advertising.
Porte-paroleUn porte-parole est une personne dont le rôle est de prendre la parole au nom des autres. Dans le monde particulièrement sensible aux médias, de nombreuses organisations, qu'elles soient privées (entreprises, partis politiques, associations) ou publiques (gouvernement), ou des individus (célébrités), emploient généralement des professionnels qui ont reçu une formation en journalisme, communication et en relations publiques.
Relais d'opinionvignette|Le pape est un chef spirituel et un leader d'opinion d'importance planétaire. Provenant de l'expression connue en anglais sous le nom dopinion leadership'', le relais d'opinion (ou leader d'opinion''') est un concept issu de la théorie de la communication à double étage proposé par Paul Lazarsfeld et Elihu Katz. Cette théorie est l'un des nombreux modèles qui essayent d'expliquer la diffusion d'innovations, d'idées, ou la production de films publicitaires.
Strategic communicationStrategic communication can mean either communicating a concept, a process, or data that satisfies a long-term strategic goal of an organization by allowing facilitation of advanced planning, or communicating over long distances usually using international telecommunications or dedicated global network assets to coordinate actions and activities of operationally significant commercial, non-commercial and military business or combat and logistic subunits.
