Public Relations Glossary
Media relations, crisis communications, publicity, and public relations terminology
A
Amplification
Strategies to extend the reach of earned media through owned and paid channels.
Analyst Relations
Strategic communications with industry analysts who influence enterprise buying decisions.
Angle Development
The strategic process of crafting unique perspectives on news stories to increase media interest and coverage potential.
Astroturfing
Creating fake grassroots support to make corporate messaging appear organic.
Attribution
The level of identification attached to a source quoted in media coverage.
B
B-Roll
Supplemental video footage provided to media for use in television or digital video coverage.
Backgrounder
A document providing detailed context and background information for journalists.
Beat Reporter
A journalist assigned to cover a specific industry, topic, or geographic area.
Boilerplate
Standard company description paragraph used at the end of press releases.
Bridging
Interview technique for transitioning from difficult questions to key messages.
Byline Article
An article published under a spokesperson's name in trade or business publications.
C
Channel Optimization
The strategic selection and customization of communication channels to maximize message effectiveness with specific audiences.
Clipping Service
Service that monitors and collects media coverage mentioning specific companies or topics.
Content Syndication
The strategic distribution of branded content across multiple media outlets and platforms to maximize reach and credibility.
Controlled Messaging
Systematic coordination of all organizational communications to ensure consistency and prevent conflicting information.
Crisis Communications
The strategic communication approach used during organizational emergencies.
Crisis Simulation
Practice exercises that test organizational crisis response capabilities through realistic scenario-based training.
D
Damage Assessment
Systematic evaluation of reputation and business impact following negative events or adverse publicity.
Desk-Side Briefing
An informal meeting with a journalist at their office to share news or build relationships.
Digital Footprint
The comprehensive online presence and reputation trail left by an individual or organization across digital platforms.
E
Earned Media
Publicity gained through promotional efforts rather than paid advertising.
Editorial Calendar
A publication's schedule of planned coverage topics and special issues.
Editorial Partnership
Collaborative relationships with media outlets that create mutually beneficial content opportunities beyond traditional pitching.
Embargo
A request to delay publication of news until a specified date and time.
Exclusive
News or access offered to one outlet before others, in exchange for prominent coverage.
F
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M
Media Alert
A brief, fact-focused notice inviting media to cover an upcoming event.
Media Ecosystem
The interconnected network of traditional media, digital platforms, influencers, and content creators in a specific industry.
Media Impressions
The total potential audience reached by media coverage, calculated from publication circulation or viewership.
Media Kit
A collection of promotional materials and information about a company or individual.
Media Monitoring
Tracking and analyzing media coverage across news outlets and social platforms.
Media Placement
Successfully getting coverage in a targeted media outlet.
Media Training
Coaching executives and spokespeople on effectively communicating with journalists.
Media Velocity
The speed at which news and information spread across different media channels and platforms.
Message Architecture
The structured framework that organizes key messages hierarchically to ensure consistent communication across all channels.
Message Framework
A structured document defining key messages, proof points, and language for consistent communication.
Message Pull-Through
The degree to which key messages appear in resulting media coverage.
Message Testing
Research-based evaluation of communication effectiveness with target audiences before full campaign deployment.
N
Narrative Arc
The structured storytelling approach used to guide how a brand's story unfolds over time across multiple touchpoints.
News Cycle
The period during which a news story remains actively covered before attention moves to new topics.
Newsjacking
Inserting your brand into breaking news or trending topics for media exposure.
Newswire
Distribution services that transmit press releases to media outlets and databases.
O
P
Pitch
A concise proposal sent to journalists suggesting a story idea or interview opportunity.
Press Conference
A formal event where organizations present news and take questions from journalists.
Press Release
An official statement issued to news media to share newsworthy information.
Press Tour
A series of media interviews scheduled in sequence, typically around a major announcement or launch.
Publicity Stunt
An attention-grabbing activity designed primarily to generate media coverage.
R
Reactive Positioning
Quickly developing and communicating a strategic stance in response to unexpected industry events or competitor actions.
Reputation Management
The practice of monitoring and influencing how a brand is perceived by the public.
Reputation Monitoring
Continuous tracking of brand perception across media, social platforms, and online channels to identify emerging issues.
S
Share of Voice (SOV)
A brand's percentage of total conversation or coverage compared to competitors in a market.
Soft Pitch
A subtle, relationship-focused approach to presenting story ideas to journalists without aggressive sales tactics.
Soundbite
A brief, quotable statement designed to be memorable and usable in media coverage.
Source Cultivation
The long-term process of building trust and credibility with journalists to become their go-to expert resource.
Spokesperson
An authorized individual who represents and speaks on behalf of an organization.
Stakeholder Mapping
The process of identifying and categorizing all parties who could influence or be affected by a communication strategy.
T
Talking Points
Prepared statements and key messages for spokespeople to reference during interviews or presentations.
Thought Leadership
Establishing an individual or organization as an authoritative expert voice in their field.
Thought Leadership Platform
A strategic positioning approach that establishes subject matter expertise through consistent, valuable content and commentary.
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