Public Relations Glossary
Media relations, crisis communications, and publicity terminology
A
AI-Powered PR
Public relations strategies and tactics enhanced by artificial intelligence for research, writing, monitoring, and analysis.
Advertorial
Paid content designed to look like editorial content in a publication.
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.
Brand Ambassador
An individual who represents and promotes a brand, typically through their personal influence and platforms.
Brand Journalism
Creating newsworthy content using journalistic techniques to tell brand stories.
Brand Mention
Any instance where a brand name appears in media, social platforms, forums, or other public content online or offline.
Brand Newsroom
An internal content operation that produces timely, newsworthy content with journalistic speed and standards.
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.
Byline
A line identifying the author of an article, often securing thought leadership placement.
Byline Article
An article published under a spokesperson's name in trade or business publications.
Byline Placement
Securing publication of articles authored by company executives in target outlets.
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 with specific audiences.
Cision
A leading PR software platform for media monitoring, journalist databases, and press release distribution.
Clip
A media mention or piece of coverage that can be saved and shared.
Clipping Service
Service that monitors and collects media coverage mentioning specific companies or topics.
Competitive Intelligence Monitoring
Systematic tracking of competitor media activities, messaging strategies, and coverage patterns to inform communications planning.
Content Syndication
The strategic distribution of branded content across multiple media outlets and platforms to maximize reach and credibility.
Content Syndication Strategy
Coordinated distribution of content across multiple platforms and partners to maximize reach and reinforce key messages.
Controlled Messaging
Systematic coordination of all organizational communications to ensure consistency and prevent conflicting information.
Corporate Communications
Strategic messaging and information sharing between an organization and its internal and external stakeholders.
Corporate Narrative
The overarching story a company tells about its purpose, values, and direction.
Coverage Report
Analysis summarizing media coverage results from PR campaigns or time periods.
Crisis Communication Auditing
Systematic evaluation of crisis response effectiveness through stakeholder feedback, media analysis, and outcome measurement.
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.
Crisis Holding Statement
A pre-approved brief response used to acknowledge a developing situation before full facts are known.
Crisis Management
The process of preparing for and responding to events that threaten organizational reputation.
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 reputation-threatening situations.
Crisis Playbook
Pre-developed response protocols and messaging for potential crisis scenarios.
Crisis Preparedness Audit
A systematic evaluation of an organization's readiness to respond effectively to potential reputation threats.
Crisis Recovery Metrics
Measurement framework tracking reputation restoration progress and stakeholder confidence rebuilding following crisis incidents.
Crisis Sentiment Tracking
Real-time monitoring of emotional tone and intensity in public discourse during reputation-threatening situations.
Crisis Simulation
Practice exercises that test organizational crisis response capabilities through realistic scenario-based training.
Crisis Tabletop Exercise
Simulated crisis scenario used to test and improve organizational response capabilities.
D
Damage Assessment
Systematic evaluation of reputation and business impact following negative events or adverse publicity.
Dark PR
Covert public relations tactics designed to damage competitors or manipulate public perception through hidden means.
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.
Deskside
An in-person meeting with a journalist at their workplace to build relationships.
Digital Footprint
The comprehensive online presence and reputation trail left by an individual or organization across digital platforms.
Digital PR
Public relations activities focused on earning coverage from online publications and building digital authority.
Digital Press Room
Online hub where journalists can access brand assets, news, and contact information.
E
Earned Media
Publicity gained through promotional efforts rather than paid advertising.
Earned Media Amplification
Strategic enhancement of organic media coverage through coordinated content distribution and stakeholder engagement tactics.
Earned Media Value
Estimated advertising equivalent value of earned media coverage.
Editorial Calendar
A publication's schedule of planned coverage topics and special issues.
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 and thematic coverage priorities.
Editorial Partnership
Collaborative relationships with media outlets that create mutually beneficial content opportunities beyond traditional pitching.
Embargo
An agreement between a source and journalists that information shared in advance will not be published before a specified date and time.
Embargo
A request to delay publication of news until a specified date and time.
Embargo Breach
When a journalist publishes embargoed news before the agreed release time.
Embargo Lift
The specific date and time when journalists can publish information shared under embargo agreement.
Evergreen
Content or stories that remain relevant regardless of current news cycles.
Exclusive
News or access offered to one outlet before others, in exchange for prominent coverage.
Executive Visibility
Strategic programs to raise the profile and thought leadership of company executives.
F
Fact Sheet
A one-page document presenting key facts, statistics, and information about an organization or topic.
Factsheet
A concise document summarizing key facts about a company, product, or initiative.
Flagging
Verbal technique to emphasize the most important points during interviews.
H
Hit
A successful media placement resulting from PR efforts.
Holding Statement
A prepared brief statement used to respond immediately to a developing crisis.
Hook
The compelling angle or news peg that makes a story newsworthy.
I
Influencer Media Kit
A professional document summarizing an influencer's audience demographics, engagement metrics, and collaboration terms.
Influencer Relations
Building relationships with social media influencers to amplify brand messages.
Integrated Communications
A strategic approach that unifies all communication channels and messages for consistent brand presence.
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.
Issues Management
Proactive identification and management of potential reputation threats before they become crises.
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.
K
Key Message
Core talking points an organization wants communicated consistently.
Key Messages
The core points an organization wants to communicate consistently across all channels.
Key Performance Indicators (KPIs)
Measurable metrics used to evaluate PR campaign effectiveness.
Kill Fee
Partial payment made to a writer or photographer when assigned work is cancelled or not published.
L
M
Media Alert
A brief, fact-focused notice inviting media to cover an upcoming event.
Media Coverage
News stories, articles, and mentions about a company or topic published by journalists and media outlets.
Media Drop
Exclusive advance distribution of news materials to select journalists before official announcement or wider release.
Media Ecosystem
The interconnected network of traditional media, digital platforms, influencers, and content creators in a specific industry.
Media Embargo Window
Strategic timing period between providing exclusive information to media and authorized publication date.
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 publication circulation or viewership.
Media Intelligence
Using data and technology to understand media landscapes and inform PR strategy.
Media Kit
A collection of promotional materials and information about a company or individual.
Media List
A curated database of journalists and outlets relevant to specific PR campaigns.
Media Monitoring
Tracking and analyzing media coverage across news outlets and social platforms.
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.
Media Placement
Successfully getting coverage in a targeted media outlet.
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.
Media Tiering
Categorizing media outlets by importance to prioritize outreach and resources.
Media Tour
A scheduled series of media interviews and meetings, often in a specific city or around an event.
Media Training
Coaching executives and spokespeople on effectively communicating with journalists.
Media Training Refresher
Periodic training sessions that reinforce and update spokesperson skills between comprehensive programs.
Media Velocity
The speed at which news and information spread across different media channels and platforms.
Media Velocity Tracking
Measurement system monitoring the speed and acceleration of media coverage across channels and timeframes.
Meltwater
A media intelligence platform for monitoring, social listening, and influencer management.
Message Architecture
The structured framework that organizes key messages hierarchically to ensure consistent communication across all channels.
Message Cascade
Sequential message delivery strategy where information flows from primary to secondary audiences through tiered communication.
Message Framework
A structured document defining key messages, proof points, and language for consistent communication.
Message House
Structured framework organizing key messages and supporting points for communications.
Message Pull-Through
The degree to which key messages appear in resulting media coverage.
Message Resonance Testing
Systematic evaluation of how key messages perform with target audiences before broader communication deployment.
Message Testing
Research-based evaluation of communication effectiveness with target audiences before full campaign deployment.
Muck Rack
A PR platform for finding journalists, pitching stories, and tracking media coverage.
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.
Narrative Bridging
Communication technique connecting current crisis messaging to established positive brand narratives and organizational values.
Narrative Intelligence
The ability to understand, track, and strategically influence how stories about your brand evolve in public discourse.
Narrative Strategy
Developing the overarching story and themes that guide all brand communications.
News Cycle
The period during which a news story remains actively covered before attention moves to new topics.
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 news to make it more relevant to journalists.
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.
Newswire Distribution
Services that distribute press releases to media outlets and news aggregators.
O
Off-the-Record
Information shared with journalists that cannot be published or attributed.
Op-Ed
An opinion piece published in a news outlet, written by an external contributor rather than editorial staff.
Owned Media Strategy
Using company-controlled channels to tell brand stories alongside earned media.
P
PESO Model
A strategic framework for integrated communications that combines Paid, Earned, Shared, and Owned media channels.
PR Campaign
A coordinated series of public relations activities designed to achieve specific communication objectives.
PR Measurement
Methods and metrics used to evaluate the effectiveness of public relations activities.
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.
PR News
Public relations trade publication providing news, how-to guidance, and professional development resources.
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 public relations practitioners.
PRSA International Conference
Annual gathering of public relations professionals hosted by PRSA featuring education, networking, and professional development.
PRWeek
Leading trade publication covering public relations industry news, campaigns, agency rankings, and career moves.
PRWeek Conference
Premier PR industry conference featuring strategic insights, case studies, and networking for communications professionals.
Pitch
A concise proposal sent to journalists suggesting a story idea or interview opportunity.
Pitching
Process of proposing story ideas to journalists and media outlets to secure coverage.
Podcast PR
Securing guest appearances and mentions on podcasts to reach targeted audiences.
Press Conference
A formal event where organizations present news and take questions from journalists.
Press Event
Organized gathering designed to generate media coverage and journalist engagement.
Press Junket
Event where media conduct rapid-fire interviews with celebrities or executives.
Press Kit
A collection of materials providing journalists with essential information about a company or product.
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.
Proactive Crisis Planning
Anticipating potential reputation threats and preparing response strategies before crises occur.
Public Affairs
Managing relationships with government, regulators, and public policy stakeholders.
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.
Publicity
The practice of gaining public visibility through media coverage and other non-paid channels.
Publicity Momentum Mapping
Strategic analysis and planning of publicity campaign elements to build cumulative awareness and engagement over time.
Publicity Stunt
An attention-grabbing activity designed primarily to generate media coverage.
Publicity Tour
A coordinated series of media appearances across multiple markets to promote a person, project, or product.
Purpose-Driven PR
Communications strategy aligned with brand values and social impact initiatives.
R
Rapid Response
The capability to quickly provide expert commentary or reaction to breaking news and trending topics.
Reactive PR
Responding to media inquiries and external events rather than initiating coverage.
Reactive Positioning
Quickly developing and communicating a strategic stance in response to unexpected industry events or competitor actions.
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.
Reputation Inoculation
Proactive communication strategy building audience resistance to potential negative narratives before crises occur.
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.
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.
Reputation Score
A quantified measure of brand perception derived from analyzing sentiment across media coverage, reviews, and social mentions.
Reputation Velocity
The speed and direction at which public perception of a brand changes during reputation-affecting events.
Run of Press
A placement that appears alongside regular editorial content rather than in advertising sections.
S
Satellite Media Tour
Series of TV interviews conducted via satellite from a single location.
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
A metric measuring a brand's media presence relative to competitors, indicating market position in the media landscape.
Share of Voice (SOV)
A brand's percentage of total conversation or coverage compared to competitors in a market.
Shared Media
Content distributed through social platforms where brands and audiences share, comment, and engage collaboratively.
Social Listening Alert
Automated notifications triggered when brand mentions match specific criteria or sentiment thresholds.
Social Listening for PR
Monitoring social conversations to inform PR strategy and identify opportunities.
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 Authority Building
Long-term strategy to establish organizational representatives as trusted go-to experts for journalists covering specific topics.
Source Cultivation
The long-term process of building trust and credibility with journalists to become their go-to expert resource.
Source Protection Protocol
Systematic approach to safeguarding confidential information and maintaining journalist trust during sensitive communications.
Spokesperson
An authorized individual who represents and speaks on behalf of an organization.
Spokesperson Training
Preparing executives and experts to deliver effective media interviews.
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.
Stakeholder Mapping
The process of identifying and categorizing all parties who could influence or be affected by a communication strategy.
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 for larger announcements.
T
Talent Booking
The process of securing media appearances for clients on television, radio, podcasts, and events.
Talking Points
Prepared statements and key messages for spokespeople to reference during interviews or presentations.
Thought Leader Positioning
Strategic campaigns establishing executives as authoritative voices on industry topics through speaking, writing, and media.
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.
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 and tailor approach strategies.
V
Visibility Strategy
Comprehensive planning approach for increasing brand or individual presence across relevant media and industry platforms.
Visibility Window Optimization
Strategic timing approach that maximizes announcement impact by identifying optimal media attention and audience engagement periods.
Can't Find a Term?
Our glossary is constantly growing. If you're looking for a specific term or need expert guidance on industry terminology, our team is here to help.