Public Relations Glossary
Media relations, crisis communications, publicity, and public relations terminology
1
10-K / 10-Q
Annual (10-K) and quarterly (10-Q) SEC filings providing comprehensive financial statements, risk factors, and management discussion for public companies.
13F Filing
Quarterly SEC filing by institutional investment managers disclosing their equity holdings, revealing who owns what and enabling shareholder base analysis.
A
AI-Powered PR
Public relations strategies enhanced by artificial intelligence for research, writing, and monitoring to improve efficiency and campaign targeting.
Advertorial
Paid content designed to look like editorial content in a publication, used to build credibility while promoting products or services.
Amplification
Strategies to extend the reach of earned media through owned and paid channels, maximizing message visibility and audience engagement.
Analyst Coverage
Research reports published by sell-side analysts that provide investment recommendations, financial models, and price targets for publicly traded companies.
Analyst Relations
Strategic communications with industry analysts who influence enterprise buying decisions, helping companies build credibility and drive sales.
Angle Development
The strategic process of crafting unique perspectives on news stories to increase media interest and coverage potential by making stories more compelling.
Astroturfing
Creating fake grassroots support to make corporate messaging appear organic, undermining authentic public discourse and consumer trust.
Attribution
The level of identification attached to a source quoted in media coverage, which determines credibility and helps audiences evaluate information trustworthiness.
B
B-Roll
Supplemental video footage provided to media for television or digital coverage that enhances storytelling and gives journalists visual options.
Backgrounder
A document providing detailed context and background information for journalists to help them understand complex topics and write informed stories.
Beat Reporter
A journalist assigned to cover a specific industry, topic, or geographic area, making them key contacts for PR pros seeking targeted coverage.
Boilerplate
Standard company description paragraph used at the end of press releases to provide consistent background information and establish credibility.
Brand Ambassador
An individual who represents and promotes a brand through their personal influence and platforms to build authentic trust and credibility.
Brand Journalism
Creating newsworthy content using journalistic techniques to tell brand stories while building credibility and audience trust through authentic storytelling.
Brand Mention
Any instance where a brand name appears in media, social platforms, or forums, helping PR pros track reputation and measure campaign reach.
Brand Newsroom
An internal content operation that produces timely, newsworthy content with journalistic speed and standards to control brand narrative.
Brand Reputation
The collective perception of a brand held by customers, stakeholders, and the public based on their experiences and communications.
Bridging
Interview technique for transitioning from difficult questions to key messages, helping spokespersons stay on-brand and control narratives.
Buy-Side vs Sell-Side
Buy-side refers to institutional investors who buy securities (fund managers, pension funds); sell-side refers to firms that provide research and sell investment services (investment banks, brokerages).
Byline
A line identifying the author of an article, crucial for establishing credibility and securing valuable thought leadership placement for PR clients.
Byline Article
An article published under a spokesperson's name in trade or business publications to establish thought leadership and credibility.
Byline Placement
Securing publication of articles authored by company executives in target outlets to establish thought leadership and build credibility.
Bylined Article
A written piece published under the name of a company executive or expert, typically placed through PR efforts in industry publications.
C
Channel Optimization
The strategic selection and customization of communication channels to maximize message effectiveness and reach with target audiences in PR campaigns.
Cision
A leading PR software platform for media monitoring, journalist databases, and press release distribution that helps PR pros track coverage and reach targets.
Clip
A media mention or piece of coverage that can be saved and shared to demonstrate PR campaign success and prove earned media value.
Clipping Service
Service that monitors and collects media coverage mentioning specific companies or topics, helping PR pros track campaign effectiveness and brand sentiment.
Competitive Intelligence Monitoring
Systematic tracking of competitor media activities, messaging strategies, and coverage patterns to inform communications planning.
Consensus Estimates
The average of sell-side analyst forecasts for a company's financial metrics, serving as the market's benchmark for earnings performance.
Content Syndication
The strategic distribution of branded content across multiple media outlets and platforms to maximize reach, credibility, and brand awareness.
Content Syndication Strategy
Coordinated distribution of content across multiple platforms and partners to maximize reach, reinforce key messages, and amplify brand authority.
Controlled Messaging
Systematic coordination of all organizational communications to ensure consistency, prevent conflicting information, and maintain brand credibility.
Corporate Communications
Strategic messaging and information sharing between an organization and its stakeholders to build trust, manage reputation, and drive business goals.
Corporate Narrative
The overarching story a company tells about its purpose, values, and direction that shapes all communications and builds brand identity.
Coverage Report
Analysis summarizing media coverage results from PR campaigns or time periods, helping measure reach, sentiment, and ROI for strategic planning.
Crisis Communication Auditing
Systematic evaluation of crisis response effectiveness through stakeholder feedback, media analysis, and outcome measurement to improve future preparedness.
Crisis Communication Cascade
Structured sequence for delivering crisis information to different stakeholder groups based on priority and relationship importance.
Crisis Communication Plan
A documented strategy outlining how an organization will communicate with stakeholders during emergencies or reputation-threatening events.
Crisis Communications
The strategic communication approach used during organizational emergencies to protect reputation, maintain stakeholder trust, and control messaging.
Crisis Communications Plan
Pre-prepared strategy and procedures for responding to emergencies or negative events that threaten an organization's reputation and credibility.
Crisis Holding Statement
A pre-approved brief response used to acknowledge a developing situation before full facts are known, buying time for proper crisis response.
Crisis Management
The strategic process of preparing for and responding to events that threaten organizational reputation to minimize damage and restore trust.
Crisis Message Testing
Pre-crisis evaluation of potential response messages through stakeholder research to optimize communication effectiveness during actual crises.
Crisis Narrative Architecture
Framework structuring crisis communication messaging to ensure consistency, credibility, and strategic alignment across all stakeholder touchpoints.
Crisis Narrative Mapping
Process of identifying and planning responses to potential storylines that could emerge during crises to control public perception and minimize damage.
Crisis Playbook
Pre-developed response protocols and messaging for potential crisis scenarios that help PR teams respond quickly and consistently during emergencies.
Crisis Preparedness Audit
A systematic evaluation of an organization's readiness to respond effectively to potential reputation threats, identifying gaps before crises strike.
Crisis Recovery Metrics
Measurement framework tracking reputation restoration progress and stakeholder confidence rebuilding to evaluate crisis response effectiveness.
Crisis Sentiment Tracking
Real-time monitoring of emotional tone and intensity in public discourse during crises to guide strategic response timing and messaging.
Crisis Simulation
Practice exercises that test organizational crisis response capabilities through realistic scenario-based training to improve readiness and reduce response time.
Crisis Tabletop Exercise
Simulated crisis scenario used to test and improve organizational response capabilities, helping PR teams identify gaps and refine protocols.
D
Damage Assessment
Systematic evaluation of reputation and business impact following negative events or adverse publicity to guide recovery strategies and decisions.
Dark PR
Covert public relations tactics designed to damage competitors or manipulate public perception through hidden means, often using fake grassroots campaigns.
Dark Site
A pre-built website kept offline and ready to publish instantly during a crisis to provide stakeholders with critical information.
Desk-Side Briefing
An informal meeting with a journalist at their office to share news or build relationships, allowing for deeper storytelling and trust-building.
Deskside
An in-person meeting with a journalist at their workplace to build relationships and pitch stories in a more personal, trust-building setting.
Digital Footprint
The comprehensive online presence and reputation trail left by an individual or organization across digital platforms that PR teams monitor and manage.
Digital PR
Public relations activities focused on earning coverage from online publications and building digital authority to boost SEO rankings and brand visibility.
Digital Press Room
Online hub where journalists can access brand assets, news, and contact information, streamlining media outreach and coverage efforts.
E
Earned Media
Publicity gained through promotional efforts rather than paid advertising, building credibility since third parties validate your message.
Earned Media Amplification
Strategic enhancement of organic media coverage through coordinated content distribution and stakeholder engagement to maximize PR impact and reach.
Earned Media Value
Estimated advertising equivalent value of earned media coverage, helping PR professionals measure campaign ROI and demonstrate value to clients.
Earnings Call
A quarterly conference call where public company executives discuss financial results with analysts and investors, shaping market expectations.
Earnings Guidance
Forward-looking financial estimates provided by company management that set expectations for future quarterly or annual performance.
Editorial Calendar
A publication's schedule of planned coverage topics and special issues that helps PR pros time pitches strategically for maximum impact.
Editorial Calendar Integration
Strategic alignment of publicity activities with media editorial calendars and industry publication schedules for optimal coverage timing.
Editorial Calendar Synchronization
Process of aligning organizational announcements with media publication schedules to maximize coverage potential and audience reach.
Editorial Partnership
Collaborative relationships with media outlets that create mutually beneficial content opportunities, building trust and securing coverage.
Embargo
An agreement between a source and journalists that information shared in advance will not be published before a specified date and time.
Embargo Breach
When a journalist publishes embargoed news before the agreed release time, damaging trust and potentially disrupting PR campaign timing.
Embargo Lift
The specific date and time when journalists can publish embargoed information, ensuring coordinated media coverage and maximum PR impact.
Evergreen
Content or stories that remain relevant regardless of current news cycles, providing consistent value and enabling strategic long-term messaging.
Exclusive
News or access offered to one outlet before others, in exchange for prominent coverage that guarantees wider reach and credibility.
Executive Visibility
Strategic programs to raise the profile and thought leadership of company executives, building trust and credibility with key audiences.
F
Fact Sheet
A one-page document presenting key facts, statistics, and information about an organization or topic for media and stakeholders to reference.
Flagging
Verbal technique to emphasize key points during interviews by using phrases like "most importantly" to guide media coverage and quotes.
G
Grassroots Campaign
A bottom-up communications effort that mobilizes ordinary people and community support to influence public opinion and drive policy change.
Guidance
Forward-looking financial projections that public companies voluntarily share with investors, setting expectations for revenue, earnings, and key metrics.
H
Hit
A successful media placement resulting from PR efforts that builds brand awareness, credibility, and reaches target audiences effectively.
Holding Statement
A prepared brief statement used to respond immediately to a developing crisis, buying time while gathering facts and preventing speculation.
Hook
The compelling angle or news peg that makes a story newsworthy by capturing media attention and convincing journalists to cover it.
I
IPO Communications
The communications strategy surrounding an initial public offering, from pre-filing narrative development through post-listing investor engagement.
Influencer Media Kit
A professional document summarizing an influencer's audience demographics, engagement metrics, and collaboration terms to secure brand partnerships.
Influencer Relations
Building relationships with social media influencers to amplify brand messages and reach targeted audiences through trusted voices.
Integrated Communications
A strategic approach that unifies all communication channels and messages for consistent brand presence, maximizing reach and impact.
Integrated Storytelling Platform
Unified content system delivering consistent narratives across multiple communication channels and stakeholder touchpoints simultaneously.
International Association of Business Communicators (IABC)
Global association for business communicators providing standards, education, and certification across communications disciplines.
Investor Communications
The strategic discipline of crafting, delivering, and managing all communications between a public company and the investment community.
Investor Day
An event where a public company presents its long-term strategy, financial targets, and business outlook directly to analysts and investors.
Investor Perception Study
An anonymous survey of institutional investors and analysts that reveals how the investment community perceives a company's strategy, management, and investment thesis.
Investor Targeting
The systematic process of identifying, profiling, and prioritizing institutional investors most likely to become long-term shareholders based on investment criteria.
Issues Management
Proactive identification and management of potential reputation threats before they become crises, helping organizations protect brand equity.
J
Journalist Persona Development
Process creating detailed profiles of target journalists including preferences, interests, and communication styles for personalized outreach.
Journalist Relationship Mapping
Strategic documentation of media contacts, their coverage areas, preferences, and relationship history to build targeted pitches and lasting partnerships.
K
Key Message
Core talking points an organization wants communicated consistently across all channels to ensure unified brand voice and strategic messaging.
Key Messages
The core points an organization wants to communicate consistently across all channels to ensure unified brand voice and strategic messaging.
Key Performance Indicators (KPIs)
Measurable metrics used to evaluate PR campaign effectiveness, helping practitioners demonstrate ROI and optimize future strategies.
Kill Fee
Partial payment made to a writer or photographer when assigned work is cancelled, protecting freelancers from lost income in PR campaigns.
L
M
Material Non-Public Information
Information about a company that has not been publicly disclosed and would likely influence an investor's decision to buy or sell the company's securities.
Media Advisory
A brief document inviting media to attend an upcoming event, providing essential logistics but not the full story to build anticipation.
Media Alert
A brief, fact-focused notice inviting media to cover an upcoming event, providing essential details to secure news coverage and attendance.
Media Coverage
News stories, articles, and mentions about a company or topic published by journalists and media outlets to build brand awareness and credibility.
Media Drop
Exclusive advance distribution of news materials to select journalists before official announcement, used to secure better coverage and timing.
Media Ecosystem
The interconnected network of traditional media, digital platforms, influencers, and content creators that PR professionals strategically target for messaging.
Media Embargo Window
Strategic timing period between providing exclusive information to media and authorized publication date, ensuring coordinated coverage launch.
Media Engagement Scoring
Quantitative system for measuring journalist relationship quality and engagement potential based on interaction history and outcomes.
Media Flywheel
A self-reinforcing cycle where earned media coverage generates more coverage opportunities through increased visibility and credibility.
Media Impressions
The total potential audience reached by media coverage, calculated from circulation or viewership data to measure campaign reach and ROI.
Media Intelligence
Using data and technology to understand media landscapes and inform PR strategy by tracking coverage, identifying trends, and measuring campaign impact.
Media Kit
A collection of promotional materials and information about a company or individual that helps journalists quickly understand and cover stories.
Media List
A curated database of journalists and outlets relevant to specific PR campaigns, used to target pitches and build media relationships effectively.
Media Monitoring
Tracking and analyzing media coverage across news outlets and social platforms to measure PR campaign effectiveness and brand reputation.
Media Monitoring Platform
Software that tracks and aggregates media coverage across news outlets, social media, broadcasts, and online publications in real time.
Media Outlets
Publications, broadcast stations, websites, and platforms that produce and distribute news, entertainment, or information to audiences.
Media Pitch
A concise proposal sent to journalists to interest them in covering a story, serving as PR professionals' primary tool for securing media coverage.
Media Placement
Successfully getting coverage in a targeted media outlet to reach specific audiences and build brand credibility through earned media.
Media Relationship Banking
Long-term approach to building media relationships through consistent value delivery beyond immediate publicity needs.
Media Relationship Portfolio
Systematic approach to building and maintaining diverse media contacts across different outlets, beats, and relationship levels to secure coverage.
Media Tiering
Categorizing media outlets by importance and audience reach to prioritize outreach efforts and allocate PR resources more effectively.
Media Tour
A scheduled series of media interviews and meetings, often in a specific city or around an event, to maximize coverage and reach key audiences.
Media Training
Coaching executives and spokespeople on effectively communicating with journalists to avoid missteps and deliver key messages clearly.
Media Training Refresher
Periodic training sessions that reinforce and update spokesperson skills between comprehensive programs to maintain message consistency and media readiness.
Media Velocity
The speed at which news and information spread across different media channels and platforms, crucial for timing PR campaigns effectively.
Media Velocity Tracking
Measurement system monitoring the speed and acceleration of media coverage across channels and timeframes to optimize PR campaign timing.
Meltwater
A media intelligence platform for monitoring, social listening, and influencer management that helps PR teams track brand mentions and measure campaign impact.
Message Architecture
The structured framework that organizes key messages hierarchically to ensure consistent communication across all channels and stakeholder groups.
Message Cascade
Sequential message delivery strategy where information flows from primary to secondary audiences through tiered communication to maximize reach and credibility.
Message Framework
A structured document defining key messages, proof points, and language for consistent communication across all PR campaigns and spokespeople.
Message House
Structured framework organizing key messages and supporting points for communications, ensuring consistent messaging across all PR campaigns and channels.
Message Pull-Through
The degree to which key messages appear in resulting media coverage, measuring how effectively PR campaigns communicate intended narratives.
Message Resonance Testing
Systematic evaluation of how key messages perform with target audiences before broader deployment to maximize campaign effectiveness and ROI.
Message Testing
Research-based evaluation of communication effectiveness with target audiences before full campaign deployment to optimize messaging and prevent costly missteps.
Muck Rack
A PR platform for finding journalists, pitching stories, and tracking media coverage to build relationships and measure campaign impact.
Multi-Platform Message Architecture
Strategic framework for adapting core messages across different communication channels while maintaining consistency and platform optimization.
N
Narrative Arc
The structured storytelling approach used to guide how a brand's story unfolds over time across multiple touchpoints to build emotional connection.
Narrative Bridging
Communication technique connecting current crisis messaging to established positive brand narratives, helping maintain credibility and trust.
Narrative Intelligence
The ability to understand, track, and strategically influence how stories about your brand evolve in public discourse to shape reputation.
Narrative Strategy
Developing the overarching story and themes that guide all brand communications to create consistent messaging that resonates with target audiences.
News Cycle
The period during which a news story remains actively covered before attention moves to new topics, crucial for timing PR campaigns effectively.
News Hook
A timely angle that connects your story to current events, trends, or seasonal happenings, making it more relevant and newsworthy to journalists.
News Peg
A timely angle or hook that connects your story to current events, trends, or breaking news, making it irresistible and immediately relevant to reporters.
Newsjacking
Inserting your brand into breaking news or trending topics for media exposure by providing timely commentary that positions you as an expert.
Newswire
Distribution services that transmit press releases to media outlets and databases, enabling PR professionals to reach broad audiences efficiently.
Newswire Distribution
Services that distribute press releases to media outlets and news aggregators to maximize reach and ensure consistent messaging across channels.
Non-Deal Roadshow
A series of meetings where company executives meet institutional investors without a specific securities offering, focused on building relationships and telling the company's story.
O
Off-the-Record
Information shared with journalists that cannot be published or attributed, allowing sources to provide sensitive context or background details.
On Background
An agreement where information shared with a journalist can be published but not attributed to the source by name, protecting officials while enabling transparency.
Op-Ed
An opinion piece published in a news outlet by external contributors, giving PR professionals a platform to share client viewpoints publicly.
Owned Media Strategy
Using company-controlled channels like websites, blogs, and social media to tell authentic brand stories while building credibility and trust.
P
PESO Model
A strategic framework combining Paid, Earned, Shared, and Owned media channels to maximize reach and credibility across all touchpoints.
PR Campaign
A coordinated series of public relations activities designed to achieve specific communication objectives and build lasting brand awareness.
PR Measurement
Methods and metrics used to evaluate the effectiveness of public relations activities to prove ROI and optimize future campaigns.
PR Measurement Dashboard
A visual reporting interface that consolidates PR performance metrics including media coverage, sentiment, reach, and share of voice into actionable insights.
PR Measurement Framework
Standardized approach to measuring and reporting PR program effectiveness using metrics like reach, engagement, and sentiment to prove ROI.
PR News
Public relations trade publication providing news, how-to guidance, and professional development resources that help PR pros stay current and competitive.
PR Stunt
A planned attention-grabbing event or action designed to generate media coverage and public buzz by creating newsworthy moments that amplify brand visibility.
PR Tech Stack
The collection of software tools and platforms used by PR teams for media relations, monitoring, measurement, and workflow management.
PRSA
Public Relations Society of America - the largest professional organization for PR practitioners, providing ethics standards, education, and industry credibility.
PRSA International Conference
Annual gathering of public relations professionals hosted by PRSA featuring education, networking, and professional development to advance industry standards.
PRWeek
Leading trade publication covering public relations industry news, campaigns, agency rankings, and career moves that PR professionals rely on for insights.
PRWeek Conference
Premier PR industry conference featuring strategic insights, case studies, and networking that helps communications professionals stay current with trends.
Pitch
A concise proposal sent to journalists suggesting a story idea or interview opportunity to secure media coverage for clients or brands.
Pitching
Process of proposing story ideas to journalists and media outlets to secure coverage, building relationships and driving brand visibility.
Podcast PR
Securing guest appearances and mentions on podcasts to reach targeted audiences, build thought leadership, and generate authentic earned media coverage.
Press Clipping
A collected piece of media coverage that references a brand or topic, used by PR teams to measure campaign effectiveness and media reach.
Press Conference
A formal event where organizations present news and take questions from journalists to control messaging and generate widespread media coverage.
Press Event
Organized gathering designed to generate media coverage and journalist engagement, building brand awareness and securing earned media coverage.
Press Junket
Event where media conduct rapid-fire interviews with celebrities or executives to maximize coverage efficiently in a short timeframe.
Press Kit
A collection of materials providing journalists with essential information about a company or product to streamline media coverage and interviews.
Press Release
An official statement issued to news media to share newsworthy information, helping organizations control their narrative and gain publicity.
Press Tour
A series of media interviews scheduled in sequence, typically around a major announcement or launch, to maximize coverage and reach target audiences.
Proactive Crisis Planning
Anticipating potential reputation threats and preparing response strategies before crises occur to minimize damage and protect brand equity.
Proprietary Research
Original data, surveys, or studies produced by an organization to generate media coverage, establish thought leadership, and differentiate from competitors.
Proxy Statement
The SEC filing (DEF 14A) providing shareholders with voting information for annual or special meetings, including executive compensation and governance.
Public Affairs
Managing relationships with government, regulators, and public policy stakeholders to influence legislation and protect organizational interests.
Public Relations
Strategic communication practices that build mutually beneficial relationships between organizations and their publics.
Public Relations Society of America (PRSA)
The largest PR professional association providing ethics guidance, education, certification, and community to advance industry standards and credibility.
Publicity
The practice of gaining public visibility through media coverage and other non-paid channels to build brand awareness and credibility.
Publicity Momentum Mapping
Strategic analysis and planning of publicity campaign elements to build cumulative awareness and engagement over time, maximizing media impact.
Publicity Stunt
An attention-grabbing activity designed primarily to generate media coverage and public awareness, often used to launch products or campaigns.
Publicity Tour
A coordinated series of media appearances across multiple markets to promote a person, project, or product, maximizing exposure and reach.
Purpose-Driven PR
Communications strategy that aligns messaging with brand values and social causes to build authentic connections and drive meaningful engagement.
Q
R
Rapid Response
The capability to quickly provide expert commentary or reaction to breaking news and trending topics to maintain relevance and credibility.
Reactive PR
Responding to media inquiries and external events rather than initiating coverage, often used for crisis management and damage control.
Reactive Positioning
Quickly developing and communicating a strategic stance in response to unexpected industry events or competitor actions to protect brand reputation.
Regulation FD
SEC rule requiring public companies to disclose material information to all investors simultaneously, preventing selective disclosure to favored analysts.
Reputation Buffer Building
Proactive strategy creating positive reputation reserves that provide protection during potential crisis or negative publicity periods.
Reputation Capital Assessment
Evaluation of organizational reputation reserves and stakeholder trust levels to inform crisis response strategy and resource allocation.
Reputation Dashboard
Centralized view of metrics tracking organizational reputation and brand health, enabling PR teams to quickly identify threats and measure campaign impact.
Reputation Inoculation
Proactive communication strategy building audience resistance to potential negative narratives before crises occur, protecting brand trust.
Reputation Management
The strategic practice of monitoring and influencing public perception to protect brand credibility and maintain stakeholder trust.
Reputation Monitoring
Continuous tracking of brand perception across media, social platforms, and online channels to identify emerging issues and protect brand equity.
Reputation Recovery Pathway
Structured long-term strategy for rebuilding trust and positive perception following significant reputation damage.
Reputation Repair Campaign
A strategic communications program designed to restore public trust following a reputation crisis by rebuilding credibility and brand image.
Reputation Score
A quantified measure of brand perception derived from analyzing sentiment across media coverage, reviews, and social mentions to guide PR strategies.
Reputation Velocity
The speed and direction at which public perception of a brand changes during reputation-affecting events, determining crisis response urgency.
Run of Press
A placement that appears alongside regular editorial content rather than in advertising sections, giving PR messages greater credibility.
S
Satellite Media Tour
Series of TV interviews conducted via satellite from a single location, allowing PR professionals to reach multiple markets efficiently without travel costs.
Sentiment Analysis
The process of evaluating media coverage and public conversation to determine whether the tone toward a brand is positive, negative, or neutral.
Share of Voice
The percentage of total media coverage or conversation in an industry that is attributed to a specific brand compared to competitors.
Share of Voice (SOV)
A brand's percentage of total conversation or coverage compared to competitors, used by PR pros to measure visibility and competitive position.
Shared Media
Content distributed through social platforms where brands and audiences share, comment, and engage collaboratively to build community and amplify reach.
Shareholder Activism PR
The stakeholder engagement and defense strategy deployed to protect a company's position during an activist investor campaign or proxy fight.
Shareholder Engagement
The proactive practice of building relationships with institutional investors through regular communication about strategy, governance, and financial performance.
Social Listening Alert
Automated notifications triggered when brand mentions match specific criteria, helping PR teams respond quickly to emerging issues or opportunities.
Social Listening for PR
Monitoring social conversations to inform PR strategy, identify opportunities, and proactively manage brand reputation and crisis response.
Soft Pitch
A subtle, relationship-focused approach to presenting story ideas to journalists that builds trust and increases media coverage success rates.
Sound Bite
A brief, memorable quote or statement designed to capture attention and be easily quoted by media, essential for message control.
Source Authority Building
Long-term strategy to establish organizational representatives as trusted go-to experts for journalists, increasing media coverage and credibility.
Source Cultivation
The long-term process of building trust and credibility with journalists to become their go-to expert resource for reliable quotes and insights.
Source Protection Protocol
Systematic approach to safeguarding confidential information and maintaining journalist trust, essential for securing future scoops and media relationships.
Spin
The strategic framing of information to present a particular interpretation or perspective to the public, helping shape media narratives.
Spokesperson
An authorized individual who represents and speaks on behalf of an organization to media and public, serving as the primary voice during crises.
Spokesperson Training
Preparing executives and experts to deliver effective media interviews by teaching them message control, crisis response, and audience engagement skills.
Stakeholder Communication Matrix
Strategic framework mapping different messages, channels, and timing for various audience segments during communication campaigns.
Stakeholder Engagement
Strategic communication and relationship-building with key organizational audiences to build trust, manage reputation, and achieve business goals.
Stakeholder Mapping
The process of identifying and categorizing all parties who could influence or be affected by a communication strategy to prioritize outreach efforts.
Story Arc Development
Strategic narrative planning that sequences announcements and communications to build compelling, sustained media interest over time.
Story Seeding
Strategic placement of narrative elements across multiple touchpoints to build anticipation and ensure consistent messaging when major news breaks.
T
Talent Booking
The process of securing media appearances for clients on television, radio, podcasts, and events to build visibility and credibility.
Talking Points
Prepared statements and key messages for spokespeople to reference during interviews or presentations to ensure consistent messaging.
Thought Leader Positioning
Strategic campaigns establishing executives as authoritative industry voices through speaking and media to build trust and drive business growth.
Thought Leadership
Establishing an individual or organization as an authoritative expert voice in their field to build credibility and influence target audiences.
Thought Leadership Platform
A strategic positioning approach that establishes subject matter expertise through consistent content, building credibility and media opportunities.
Thought Leadership Platform Development
Strategic creation and cultivation of expertise-showcasing venues and opportunities to establish industry authority and influence.
Tier System
Categorizing media outlets by importance and reach to prioritize pitching efforts, maximize coverage impact, and allocate PR resources efficiently.
V
Visibility Strategy
Comprehensive planning approach for increasing brand or individual presence across relevant media and industry platforms to drive awareness and credibility.
Visibility Window Optimization
Strategic timing approach that maximizes announcement impact by identifying optimal media attention and audience engagement periods.
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