Need to understand a term from the public relations and media world? Here’s a comprehensive dictionary/glossary of key terms used in the industry.
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A method of comparing two versions of a webpage or other content to determine which one performs better. This technique involves presenting different variations to similar audiences and analyzing the results. A/B testing is used to optimize various elements such as headlines, images, calls-to-action, or layouts for improved performance.
A/B testing example: Testing two different email subject lines to see which one results in a higher open rate.
The upper half of a webpage or newspaper that is visible without scrolling or turning the page. This prime real estate is considered the most valuable space for content and advertising. In digital media, “above the fold” refers to the content visible on a user’s screen before they start scrolling.
Above the fold example: Placing a company’s most important news or call-to-action in the top section of their homepage.
To initiate or launch a PR campaign or strategy. Activation involves setting plans into motion, coordinating various elements, and beginning outreach efforts. It often marks the transition from planning to execution in a PR initiative.
Activate example: Activating a social media campaign to promote a new product launch.
A recorded audio clip of someone speaking, typically used in radio news. Actualities add authenticity and credibility to news reports by including the voices of those directly involved in or affected by the story. They are often short, ranging from a few seconds to about 30 seconds in length.
Actuality example: Including a 30-second clip of the CEO discussing quarterly earnings in a radio news report.
A group that precedes an important person or event to make necessary arrangements. This team is responsible for logistics, security, and ensuring everything is in place for the main event or visit. Advance teams play a crucial role in managing public appearances and media opportunities for high-profile individuals or organizations.
Advance team example: Sending a team to scout locations and coordinate logistics before a presidential campaign stop.
Paid promotion of products, services, or ideas through various media channels. Advertising aims to inform, persuade, or remind target audiences about a brand or offering. It can take many forms, including print, digital, broadcast, outdoor, and more.
Advertising example: Purchasing a full-page ad in a magazine to showcase a new clothing line.
A controversial metric that attempts to measure the value of PR coverage by comparing it to the cost of purchasing equivalent advertising space. AVE calculates the size of media coverage and multiplies it by the advertising rate of the publication or media outlet. While once popular, this method is now widely criticized for oversimplifying the value of earned media and ignoring factors such as tone, credibility, and audience engagement.
Advertising equivalence value (AVE) example: Estimating that a front-page news article about a company is worth $50,000 based on the cost of a full-page ad in that publication.
Paid content that resembles editorial content but is actually advertising. Advertorials blend into the surrounding editorial content in terms of style and format, often providing informative or educational material alongside promotional messages. They must be clearly labeled as sponsored or advertising content to maintain transparency and comply with regulations.
Advertorial example: A sponsored article in a travel magazine that looks like a destination review but promotes a specific hotel chain.
A marketing arrangement where a company pays a commission to external websites for traffic or sales generated from its referrals. Affiliates promote products or services through unique tracking links, earning a percentage of the sale when a customer makes a purchase through their link. This performance-based model aligns the interests of the advertiser and the affiliate.
Affiliate marketing example: A beauty blogger earning a percentage of sales when readers purchase products through links in their review.
The ability of the media to influence the importance placed on topics in the public agenda. This theory suggests that media doesn’t tell people what to think, but rather what to think about. By giving more attention to certain issues, the media can shape public discourse and policy priorities.
Agenda setting example: Increased news coverage of climate change leading to greater public concern and political action on environmental issues.
A pre-recorded audio package distributed to radio stations for use in news broadcasts. ANRs typically include a narrator, sound bites from relevant sources, and sometimes background music or sound effects. They are designed to sound like a typical radio news story and provide stations with ready-to-air content on a specific topic or announcement.
Audio news release (ANR) example: A health organization distributing an ANR about a new vaccine, including comments from doctors and public health officials.
The use of AR technology to enhance public relations campaigns by overlaying digital information onto the real world. AR in PR can create immersive experiences, bring products to life, or provide interactive information to audiences. This technology can be used in various PR applications, from product launches to educational campaigns.
Augmented reality (AR) in PR example: A furniture company creating an AR app that allows users to see how different pieces would look in their own homes.
The quality of being genuine, truthful, and transparent in communication and actions. In PR, authenticity involves aligning an organization’s messages and behavior with its stated values and mission. Authentic communication builds trust with audiences and enhances credibility.
Authenticity example: A company openly addressing a product flaw and detailing its plan to fix the issue, rather than trying to cover it up.
Short for “Business-to-Business,” referring to companies that primarily sell products or services to other businesses rather than to individual consumers. B2B PR and marketing often focus on demonstrating expertise, building long-term relationships, and showcasing how products or services can solve business problems or improve efficiency.
B2B example: A software company promoting its enterprise resource planning system to other corporations.
Short for “Business-to-Consumer,” describing companies that sell products or services directly to individual consumers. B2C PR and marketing typically emphasize emotional appeals, lifestyle benefits, and ease of use. These strategies often aim to create brand loyalty and drive immediate purchasing decisions.
B2C example: A clothing retailer promoting its new seasonal collection to shoppers through social media influencers.
A session where information is provided to journalists with the understanding that it won’t be attributed to a specific source. Background briefings allow organizations to share context or sensitive information without being directly quoted. These sessions help journalists understand complex issues or provide them with off-the-record insights.
Background briefing example: A government agency holding a background briefing to explain the context of a new policy before its official announcement.
A document that provides in-depth information on a topic, person, or organization. Backgrounders are typically used to educate journalists, stakeholders, or other interested parties about complex subjects or to provide historical context. They often include facts, statistics, timelines, and other relevant details.
Backgrounder example: A tech company providing a backgrounder on artificial intelligence to help journalists better understand its latest product launch.
A hyperlink from one website to another. In PR and SEO, backlinks from reputable websites are valuable as they can improve search engine rankings and drive referral traffic. Earning high-quality backlinks through media coverage, thought leadership, and content partnerships is an important aspect of digital PR.
Backlink example: A news website linking to a company’s research report in an article about industry trends.
A specific topic or area that a journalist regularly covers and reports on. Beats can be based on subject matter (e.g., technology, health, politics) or geographic areas. Understanding media beats is crucial for PR professionals to target their pitches effectively and build relationships with relevant journalists.
Beat example: A reporter assigned to cover the local education beat, focusing on school board meetings, education policies, and student achievements.
The process of comparing an organization’s performance, practices, or metrics against industry standards or competitors. In PR, benchmarking can involve analyzing media coverage, social media engagement, or campaign effectiveness relative to similar organizations. This practice helps identify areas for improvement and set realistic goals.
Benchmarking example: A non-profit organization comparing its annual fundraising results and donor engagement rates with those of similar charities in its sector.
The practice of building relationships with bloggers and influencers to gain coverage or promotion for a brand, product, or service. This involves identifying relevant bloggers, engaging with their content, and proposing mutually beneficial collaborations. Effective blogger outreach can extend a brand’s reach to niche audiences and enhance credibility.
Blogger outreach example: A travel company inviting adventure bloggers to experience and write about a new eco-tourism package.
A standardized paragraph that provides a brief description of an organization, typically included at the end of press releases and other official communications. The boilerplate summarizes key information such as the company’s mission, size, location, and notable achievements. It ensures consistent messaging across all communications.
Boilerplate example: “About [Company Name]: Founded in 1995, [Company Name] is a leading provider of renewable energy solutions, serving customers in over 50 countries. With a commitment to sustainability and innovation, we’re shaping the future of clean energy.”
The overall perception, feelings, and associations that people have about a company, product, or individual. A brand encompasses visual elements like logos and design, as well as intangible aspects such as reputation, values, and customer experiences. Strong brands create emotional connections with their audiences and differentiate themselves from competitors.
Brand example: Apple’s brand being associated with innovation, sleek design, and user-friendly technology.
A customer, employee, or stakeholder who actively promotes and supports a brand, often without direct compensation. Brand advocates share positive experiences, recommend products or services, and defend the brand against criticism. They are valuable assets in building credibility and expanding reach through word-of-mouth marketing.
Brand advocate example: A satisfied customer regularly posting about their positive experiences with a fitness app on social media and encouraging friends to try it.
An individual, often a celebrity or influencer, who is paid to represent and promote a brand. Brand ambassadors embody the brand’s values and image, appearing in advertising campaigns, attending events, and engaging with the public on behalf of the brand. They help increase brand awareness and create a personal connection with the target audience.
Brand ambassador example: A professional athlete becoming the face of a sports drink brand, appearing in commercials and social media campaigns.
The structure and organization of a company’s brands, sub-brands, and product lines. Brand architecture defines the relationships between different brands within a company’s portfolio and how they are presented to the public. Well-designed brand architecture helps maintain clarity and consistency across diverse offerings.
Brand architecture example: Procter & Gamble’s brand architecture, which includes distinct brands like Tide, Pampers, and Gillette, each with its own identity but under the P&G umbrella.
The extent to which consumers recognize and recall a brand in various contexts. Brand awareness is a crucial first step in the consumer decision-making process and can be measured through metrics such as brand recall and brand recognition. High brand awareness can lead to increased consideration and sales.
Brand awareness example: A new soft drink company running a widespread advertising campaign to increase the number of people who can identify their logo and name.
The value and power that a brand holds in the marketplace, based on consumer perceptions and experiences. Strong brand equity can lead to higher customer loyalty, the ability to charge premium prices, and resilience during market challenges. Brand equity is built through consistent quality, positive associations, and effective marketing over time.
Brand equity example: Coca-Cola’s ability to maintain market leadership and command higher prices due to its long-standing reputation and emotional connection with consumers.
The collection of visual, verbal, and experiential elements that represent a brand to the public. This includes logos, color schemes, typography, tone of voice, and overall design aesthetic. A strong brand identity helps create recognition, differentiation, and consistency across all brand touchpoints.
Brand identity example: Starbucks’ distinctive green mermaid logo, typography, and store design that create a recognizable brand identity worldwide.
The practice of using journalistic techniques and storytelling to create and distribute engaging, non-promotional content that aligns with a brand’s values and interests. Brand journalism aims to inform, educate, or entertain audiences while subtly reinforcing brand messaging. This approach helps build trust and positions the brand as a thought leader in its industry.
Brand journalism example: Red Bull creating a digital magazine focused on extreme sports and adventure, indirectly promoting its energy drink brand through association with an active lifestyle.
The tendency of customers to consistently choose one brand over its competitors. Brand loyalty is characterized by repeated purchases, positive word-of-mouth recommendations, and resistance to switching to other brands. It is built through consistent quality, positive experiences, and emotional connections with the brand. Strong brand loyalty can lead to higher customer lifetime value and reduced marketing costs.
Brand loyalty example: A consumer always buying the same brand of running shoes, even when presented with cheaper alternatives.
Instances where a brand is referenced or discussed online, in social media, news articles, blogs, or other platforms. Brand mentions can be positive, negative, or neutral and are important indicators of brand awareness and sentiment. Monitoring brand mentions helps companies gauge public perception and respond to customer feedback or issues promptly.
Brand mentions example: A tech company tracking how often its name appears in social media discussions about new smartphone releases.
The strategy of creating a distinct and valuable place for a brand in the minds of the target audience. Brand positioning involves defining how a brand is different from its competitors and why consumers should choose it. Effective positioning is based on the brand’s unique selling propositions, target audience needs, and market opportunities.
Brand positioning example: Tesla positioning itself as an innovative, environmentally friendly luxury car brand, distinct from traditional automotive manufacturers.
The commitment a brand makes to its customers about what they can expect from its products, services, and overall experience. The brand promise sets expectations and should be consistently delivered across all customer touchpoints. It forms the foundation of customer trust and loyalty.
Brand promise example: FedEx’s brand promise of “When it absolutely, positively has to be there overnight,” setting clear expectations for reliable, fast delivery.
The use of narrative techniques to communicate a brand’s history, values, and purpose in a compelling and memorable way. Brand storytelling goes beyond product features to create emotional connections with audiences. It can involve various formats, including written content, videos, and social media campaigns.
Brand storytelling example: Patagonia sharing stories of environmental activism and outdoor adventures to reinforce its brand values and connect with eco-conscious consumers.
The core principles and beliefs that guide a brand’s behavior and decision-making. Brand values shape the company culture, influence product development, and inform marketing strategies. When clearly communicated and consistently demonstrated, brand values can attract like-minded customers and employees.
Brand values example: Ben & Jerry’s ice cream brand emphasizing social responsibility and environmental sustainability as core brand values, influencing their product sourcing and social initiatives.
A communication technique used to redirect a conversation or interview back to key messages or talking points. Bridging helps spokespeople maintain control of the narrative, especially when faced with difficult or off-topic questions. It involves acknowledging the question and then transitioning to a preferred topic or message.
Bridging example: A politician responding to a question about a scandal by briefly acknowledging it and then pivoting to discuss their policy achievements.
The process a potential customer goes through before making a purchase decision. It typically consists of three stages: awareness (recognizing a need or problem), consideration (researching potential solutions), and decision (choosing a specific product or service). Understanding the buyer’s journey helps PR and marketing professionals create targeted content and strategies for each stage.
Buyer’s journey example: A software company creating different content types (blog posts, webinars, case studies) to address customer needs at each stage of the buyer’s journey for their project management tool.
The line of text in an article that names the author. In PR, bylined articles are pieces written by or attributed to company executives or subject matter experts, published in third-party media outlets. These articles help establish thought leadership and provide valuable exposure for the individual and the brand.
Byline example: A CEO writing a bylined article on industry trends for a respected business publication, with their name and title appearing at the top of the piece.
A prompt that encourages the audience to take a specific, immediate action. CTAs are used in various forms of marketing and communications to guide users towards a desired outcome, such as making a purchase, signing up for a newsletter, or downloading a whitepaper. Effective CTAs are clear, compelling, and create a sense of urgency.
Call to action (CTA) example: A button on a website that says “Sign Up Now for Your Free Trial” to encourage visitors to try a new software service.
A detailed analysis of a specific project, campaign, or customer experience that demonstrates the value or effectiveness of a product or service. Case studies typically outline the challenge, solution, and results, often including quantitative data and testimonials. They are powerful tools for showcasing real-world applications and building credibility.
Case study example: A marketing agency creating a case study that details how they increased a client’s website traffic by 200% through a comprehensive SEO strategy.
A strategy that aligns a brand with a social or environmental cause to generate business and societal benefits. Cause marketing can involve donations, joint promotions, or long-term partnerships with non-profit organizations. When done authentically, it can enhance brand image, engage employees, and attract socially conscious consumers.
Cause marketing example: TOMS Shoes’ “One for One” program, where they donate a pair of shoes to a child in need for every pair purchased.
A marketing strategy where a famous person promotes a product, service, or brand. Celebrity endorsements can increase brand awareness, credibility, and appeal, especially when the celebrity’s image aligns well with the brand values. This tactic leverages the celebrity’s fame and influence to attract attention and drive consumer behavior.
Celebrity endorsement example: Tennis star Serena Williams endorsing Nike athletic wear in advertisements and social media posts.
A style guide for writing and citation, primarily used in academic and some professional publishing. Developed by the University of Chicago, it provides detailed guidelines for formatting, citations, and writing conventions. While less common in PR than AP Style, it may be relevant for academic or scholarly communications.
Chicago Style example: A research institution using Chicago Style for its annual report to maintain consistency with its academic publications.
The senior editorial position responsible for overseeing the news content and editorial direction of a media outlet. The chief news editor makes final decisions on story selection, coverage priorities, and editorial policies. Understanding the role and priorities of chief news editors is crucial for PR professionals seeking to pitch stories effectively.
Chief news editor example: The chief news editor of a national newspaper deciding which stories will appear on the front page and setting the overall tone for the publication’s coverage.
The practice of publishing news articles based primarily on press releases and wire services, with little or no original reporting or fact-checking. Churnalism is often a result of time and resource constraints in newsrooms. While it can provide opportunities for PR content to be published, it also raises concerns about the quality and independence of journalism.
Churnalism example: A local news website quickly rewriting and publishing multiple press releases from various companies without conducting any additional research or interviews.
PR and marketing efforts focused on promoting and explaining circular economy principles, where resources are reused, recycled, and regenerated to minimize waste. This involves communicating complex sustainability concepts in accessible ways and highlighting a company’s efforts to reduce environmental impact through circular business models.
Circular economy communications example: An electronics manufacturer creating a campaign to educate consumers about their product take-back and recycling program, emphasizing the circular lifecycle of their devices.
The practice of a journalist covering a specific “circuit” or regular series of events, such as political campaigns, sports seasons, or industry conferences. Circuit journalists develop deep expertise in their area and often build strong relationships with key figures. PR professionals can leverage circuit journalism by providing relevant, timely information to these specialized reporters.
Circuit journalism example: A reporter who follows the professional tennis tour, covering major tournaments and developing in-depth knowledge of the sport and its players.
The number of copies distributed for a single edition of a print publication. For newspapers and magazines, circulation figures are a key metric for determining advertising rates and assessing reach. In the digital age, circulation often includes both print and digital subscribers.
Circulation example: A national newspaper reporting a daily circulation of 2 million copies, including both print and digital editions.
The actions and efforts that individuals and organizations take to identify and address issues of public concern. In PR, civic engagement can involve corporate social responsibility initiatives, community outreach programs, or campaigns to encourage political participation. Effective civic engagement can enhance brand reputation and build stronger community relationships.
Civic engagement example: A tech company organizing a series of coding workshops for underprivileged youth in local schools, contributing to education and skill development in the community.
Headlines or content designed to entice users to click on a link, often by using sensationalism, exaggeration, or withholding key information. While clickbait can generate high click-through rates, it often leads to disappointment and can damage credibility. Ethical PR and content marketing strive to create engaging headlines that accurately reflect the content.
Clickbait example: A headline reading “You Won’t Believe What This Celebrity Did Next!” without providing any substantive information in the preview.
The practice of presenting different content or URLs to search engines than what is shown to users. Cloaking is considered a black hat SEO technique and will almost surely result in penalties from search engines. Ethical SEO and PR practices focus on creating valuable, authentic content that serves both users and search engines.
Cloaking (in SEO) example: A website showing a text-heavy page full of keywords to search engines while displaying a minimalist design with little text to human visitors.
A regular feature in a publication, typically written by the same author and focused on a specific topic or perspective. Columnists often have more freedom to express opinions and develop a distinctive voice compared to news reporters. For PR professionals, building relationships with relevant columnists can lead to valuable media opportunities.
Column/Columnist example: A weekly technology column in a major newspaper, providing analysis and commentary on the latest industry trends and product releases.
A comprehensive plan that outlines how an organization will communicate with its various stakeholders to achieve specific objectives. It includes identifying target audiences, key messages, channels, timelines, and measurement metrics. An effective communication strategy aligns with overall business goals and adapts to changing circumstances.
Communication strategy example: A nonprofit developing a communication strategy to raise awareness about a new initiative, including social media campaigns, community events, and media outreach.
The process of building, nurturing, and managing online communities around a brand, product, or cause. Community managers engage with followers, moderate discussions, address concerns, and foster positive interactions. Effective community management can increase brand loyalty, gather valuable feedback, and create brand advocates.
Community management example: A gaming company’s community manager hosting regular Q&A sessions on Reddit, addressing player concerns, and sharing insider information about upcoming game updates.
A systematic assessment of competitors’ strengths, weaknesses, strategies, and market position. In PR, this involves analyzing competitors’ messaging, media coverage, social media presence, and overall communication strategies. Competitive analysis helps identify opportunities, threats, and areas for differentiation.
Competitive analysis example: A smartphone manufacturer conducting a thorough review of rival brands’ product launch campaigns to inform their own marketing and PR strategies for a new device release.
The practice of breaking down a large piece of content into smaller, more digestible formats for distribution across various platforms. This approach maximizes the value of content creation efforts and allows for tailored messaging to different audiences and channels. Content atomization can increase reach and engagement while maintaining consistent core messages.
Content atomization example: Taking a comprehensive industry report and creating blog posts, infographics, social media snippets, and a podcast episode from its key findings.
The process of gathering, organizing, and sharing relevant third-party content with a target audience. Content curation demonstrates industry knowledge, provides value to followers, and can help establish thought leadership. It complements original content creation efforts and can foster relationships with other content creators and influencers.
Content curation example: A financial advisor sharing a daily roundup of the most important economic news articles, along with brief commentary, on their LinkedIn profile.
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Content marketing aims to drive profitable customer action by providing information that solves problems or answers questions, rather than explicitly promoting a brand or product.
Content marketing example: A home improvement retailer producing a series of DIY tutorial videos, blog posts, and downloadable guides to attract and engage homeowners.
The art and science of writing text (copy) for advertising, marketing materials, and other forms of communication with the intent to persuade or inform. Effective copywriting captures attention, conveys key messages clearly, and motivates the audience to take desired actions. It requires a deep understanding of the target audience and brand voice.
Copywriting example: Crafting compelling product descriptions for an e-commerce website that highlight key features and benefits while addressing potential customer concerns.
The practice of managing and orchestrating all internal and external communications to create a favorable view among stakeholders. Corporate communications encompass various disciplines, including media relations, employee communications, investor relations, and crisis management. It aims to maintain a consistent corporate image and message across all channels.
Corporate communications example: A multinational corporation developing a global communication plan to announce a major merger, including press releases, employee town halls, investor briefings, and social media updates.
The overarching story that defines a company’s purpose, values, and vision. A strong corporate narrative provides context for all communication efforts, helps differentiate the company from competitors, and creates emotional connections with stakeholders. It should be authentic, compelling, and consistently reflected in all corporate messaging.
Corporate narrative example: Patagonia’s corporate narrative centered around environmental activism and outdoor adventure, which influences everything from their product design to marketing campaigns.
The extent and nature of media attention given to a particular story, event, or brand. Coverage can be measured in terms of quantity (number of mentions), quality (tone and message alignment), and reach (audience size). Analyzing media coverage helps PR professionals assess the effectiveness of their efforts and adjust strategies accordingly.
Coverage example: Tracking the number of news articles, TV segments, and social media posts about a company’s product launch, along with the sentiment and key messages conveyed in each piece.
The quality of being trusted and believed in. In PR, credibility is crucial for establishing and maintaining positive relationships with stakeholders. It is built through consistent, honest communication, delivering on promises, and demonstrating expertise. Once lost, credibility can be extremely difficult to regain.
Credibility example: A CEO building credibility by consistently providing transparent, accurate financial reports and openly addressing challenges during quarterly earnings calls.
The practice of protecting and defending an individual, company, or organization facing a public challenge to its reputation. Crisis communications involves developing strategies and messages to address negative events quickly and effectively, with the goal of minimizing damage and maintaining stakeholder trust.
Crisis communications example: A food company rapidly responding to reports of contamination by issuing clear statements about the problem, detailing steps taken to address it, and providing regular updates to customers and the media.
The process of preparing for and managing any negative event that threatens to harm an organization, its stakeholders, or the general public. Crisis management involves identifying potential risks, developing response plans, and guiding an organization through the crisis while minimizing damage. It often includes elements of crisis communications but also encompasses operational and strategic decisions.
Crisis management example: An airline establishing a crisis management team and protocols to handle situations ranging from severe weather disruptions to aviation incidents, ensuring a coordinated response across all departments.
A training exercise that mimics a potential crisis scenario to test an organization’s crisis management and communication plans. Crisis simulations help teams practice their roles, identify weaknesses in current procedures, and improve response times. These exercises can range from tabletop discussions to full-scale enactments.
Crisis simulation example: A hospital conducting a simulated cyberattack on its patient records system to test its IT security, communication protocols, and media response strategies.
A marketing strategy where two or more brands collaborate to promote each other’s products or services to their respective audiences. Cross-promotion can help brands reach new customer segments, share costs, and create mutually beneficial partnerships. It’s particularly effective when the partnering brands have complementary offerings or shared target audiences.
Cross-promotion example: A fitness app partnering with a healthy meal delivery service to offer bundled discounts and joint content creation, appealing to health-conscious consumers.
Public relations strategies and tactics specifically designed to support crowdfunding campaigns. This specialized approach focuses on creating compelling narratives, leveraging social media, engaging influencers, and securing media coverage to attract backers and build momentum for a crowdfunding project. Effective crowdfunding PR often emphasizes the story behind the project and its potential impact.
Crowdfunding PR example: A startup using PR tactics to promote their Kickstarter campaign for an innovative eco-friendly product, including outreach to environmental bloggers and creating shareable video content explaining the product’s benefits.
The practice of obtaining ideas, content, or services by soliciting contributions from a large group of people, typically via the internet. In PR, crowdsourcing can be used to gather customer insights, generate content, or even solve complex problems. It can increase engagement, foster innovation, and create a sense of community around a brand.
Crowdsourcing example: A snack food company asking customers to submit and vote on new flavor ideas for their product line, generating buzz and customer involvement in the product development process.
A business approach that contributes to sustainable development by delivering economic, social, and environmental benefits for all stakeholders. CSR involves voluntary actions that go beyond legal obligations to positively impact society and the environment. Effective CSR programs align with a company’s values and core business activities, enhancing reputation and building trust with consumers and communities.
CSR (Corporate Social Responsibility) example: A clothing retailer implementing a program to ensure fair labor practices throughout its supply chain and using sustainable materials in its products.
The process of bringing new customers to a business. In PR, this involves creating strategies and campaigns that attract potential customers and guide them through the buying process. Customer acquisition efforts often focus on building awareness, generating leads, and converting prospects into paying customers.
Customer acquisition example: A SaaS company using a combination of content marketing, social media advertising, and PR outreach to attract new users to their platform.
A visual representation of the process a customer goes through when interacting with a company, from initial awareness to post-purchase support. This tool helps businesses understand customer needs, pain points, and motivations at each stage of their journey. PR professionals use journey maps to create targeted content and strategies that address specific customer needs at each touchpoint.
Customer journey mapping example: An e-commerce company creating a detailed map of a typical customer’s path from discovering their brand on social media to making a purchase and leaving a review, identifying key opportunities for PR and marketing interventions.
Public relations strategies focused on communicating about an organization’s cybersecurity measures, responding to data breaches or cyber attacks, and educating stakeholders about digital safety. Cybersecurity PR requires a delicate balance between transparency and protecting sensitive information, often involving close collaboration with IT and legal departments.
Cybersecurity PR example: A financial institution proactively communicating about its advanced security measures to build customer trust, and having a detailed crisis plan ready in case of a data breach.
The sharing of content through private channels such as messaging apps, email, and text messages, which are difficult to track using traditional analytics tools. Dark social can account for a significant portion of content sharing, making it challenging for PR professionals to accurately measure the full impact of their campaigns.
Dark social example: A user sharing an article link with friends via WhatsApp or other social network, resulting in traffic to the website that can’t be attributed to a specific source in analytics reports.
The graphical representation of data and information, making complex data sets more accessible and understandable. In PR, data visualization is used to present research findings, campaign results, and industry trends in a visually appealing and easily digestible format. Effective data visualization can enhance the impact of reports, presentations, and media materials.
Data visualization example: Creating an interactive infographic to illustrate the results of a global consumer survey, making the data more engaging and shareable for media outlets.
An approach to PR planning and decision-making that relies on the analysis of data to inform strategies, tactics, and messaging. Data-driven strategies use metrics and insights from various sources to optimize campaigns, identify trends, and demonstrate ROI. This approach helps PR professionals make more informed decisions and justify their efforts to stakeholders.
Data-driven strategy example: Using social media analytics, media monitoring data, and website traffic patterns to refine a company’s content strategy and message positioning.
The line at the beginning of a news story that indicates the place and date of the story’s origin. In press releases, the dateline helps establish the timeliness and relevance of the information. Understanding dateline conventions is important for PR professionals when crafting and distributing news releases.
Dateline example: “NEW YORK, July 15, 2023 – ” at the start of a press release announcing a company’s quarterly earnings.
The time by which a task, typically the submission of a story or materials, must be completed. Respecting deadlines is crucial in media relations, as missing them can result in lost coverage opportunities. PR professionals must be aware of various media deadlines and plan their activities accordingly.
Deadline example: A PR manager ensuring a press release is distributed by 9 AM to meet the morning news cycle deadline for several key publications.
Synthetic media in which a person’s likeness is replaced with someone else’s in existing images or videos using artificial intelligence. Deepfakes pose significant challenges for PR professionals, particularly in crisis management and reputation protection. Understanding deepfake technology and having strategies to address potential misuse is becoming increasingly important in the digital age.
Deepfake example: Developing a rapid response plan to address a deepfake video that falsely depicts a company’s CEO making controversial statements.
A segment of a population sharing common characteristics such as age, gender, income, education, or occupation. Understanding demographics is crucial for PR professionals to tailor messages, choose appropriate channels, and develop targeted campaigns. Demographic data helps in creating more effective and relevant communications strategies.
Demographic example: A luxury car brand focusing its PR efforts on high-income professionals aged 35-55 in urban areas, based on demographic analysis of their target market.
The trail of data left behind by an individual’s or organization’s online activities. This includes social media posts, website visits, online purchases, and any other internet-based interactions. PR professionals need to be aware of their own and their clients’ digital footprints, as they can significantly impact reputation and public perception.
Digital footprint example: Conducting a comprehensive audit of a CEO’s online presence, including past social media posts and forum comments, before a major public appearance.
The use of online channels, tools, and strategies to manage public relations in the digital space. Digital PR encompasses activities such as online media relations, social media management, content marketing, SEO, and online reputation management. It aims to increase visibility, engage with audiences, and build relationships in the digital realm.
Digital PR example: Launching a series of influencer partnerships, creating shareable content, and optimizing press releases for search engines as part of a product launch campaign.
The process of conveying information to the public, media, and stakeholders during and after a natural or man-made disaster. Effective disaster communication involves providing timely, accurate, and clear information to help people make informed decisions and minimize panic. It requires careful planning, coordination with authorities, and adaptability to rapidly changing situations.
Disaster communication example: A local government using multiple channels (social media, emergency broadcasts, text alerts) to provide real-time updates and safety instructions during a severe weather event.
False or misleading information deliberately created and spread to deceive or manipulate public opinion. Combating disinformation is an increasing challenge for PR professionals, requiring vigilant monitoring, rapid response strategies, and proactive efforts to promote accurate information. Building trust and credibility becomes even more crucial in an environment where disinformation is prevalent.
Disinformation example: A health organization launching a fact-checking campaign to counter widespread disinformation about vaccine safety on social media platforms.
The practice of ensuring that PR strategies, teams, and campaigns reflect and respect diverse perspectives, experiences, and identities. This includes promoting diversity within PR organizations and creating inclusive content that resonates with varied audiences. Embracing diversity and inclusion in PR leads to more authentic, representative, and effective communication.
Diversity and inclusion in PR example: A PR agency implementing unconscious bias training for its staff and establishing partnerships with diverse influencers to ensure their campaigns resonate with a broad range of communities.
A search engine ranking score that predicts how well a website will rank on search engine result pages. While not an official Google metric, domain authority is widely used in SEO and digital PR to assess the relative strength of a website. PR professionals consider domain authority when seeking high-quality backlinks and assessing the value of media placements.
Domain authority example: Prioritizing outreach to news websites with high domain authority scores to maximize the SEO benefits of earned media coverage.
A method of sending out scheduled, automated messages (usually via email) over time. In PR, drip campaigns can be used to nurture media relationships, provide ongoing information about a long-term initiative, or gradually build interest in an upcoming event or product launch. This approach allows for consistent communication without overwhelming recipients.
Drip campaign example: Creating a series of weekly emails to journalists, each revealing a new aspect of an upcoming technology product, building anticipation over a month leading up to the launch event.
The process of strategically promoting and distributing content that has been earned through PR efforts, such as media coverage or positive reviews. This approach aims to extend the reach and impact of valuable third-party content. Tactics may include sharing on social media, featuring in newsletters, or incorporating into other marketing materials.
Earned content amplification example: After securing a positive product review in a major tech blog, a company shares excerpts on social media, includes a link in customer emails, and features the review prominently on their website.
Publicity gained through promotional efforts other than paid advertising. This includes news coverage, social media mentions, reviews, and word-of-mouth recommendations. Earned media is often considered more credible than paid or owned media because it comes from third-party sources. PR professionals focus on generating positive earned media to build brand reputation and trust.
Earned media example: A restaurant receiving coverage in a local newspaper’s food section after a journalist visits and writes a glowing review, without any payment or direct solicitation from the restaurant.
A schedule that outlines the content themes, topics, and publication dates for a media outlet or content marketing strategy. PR professionals use editorial calendars to align their pitches and content with relevant themes, increasing the chances of coverage. It helps in planning and coordinating PR efforts with media opportunities and internal content creation.
Editorial calendar example: A lifestyle magazine’s editorial calendar showing that the July issue will focus on summer travel, prompting a PR team to pitch their client’s new travel app for inclusion.
The promotion of an organization by its workforce. Employee advocacy programs encourage staff to share company news, content, and values through their personal networks, particularly on social media. This approach can increase brand reach, enhance credibility, and improve employee engagement.
Employee advocacy example: A tech company providing employees with shareable content and incentives to post about their positive work experiences on LinkedIn, expanding the company’s reach to potential recruits and customers.
Strategies for communicating an organization’s efforts and performance in environmental sustainability, social responsibility, and corporate governance. ESG communications aim to demonstrate a company’s commitment to ethical practices and long-term sustainability, appealing to socially conscious investors, consumers, and employees.
Environmental, Social, and Governance (ESG) communications example: A corporation producing an annual ESG report detailing its carbon reduction initiatives, diversity and inclusion efforts, and transparent governance practices, and promoting these achievements through various media channels.
Short-lived digital content that is only available for a brief period, typically 24 hours or less. Popular on platforms like Instagram Stories and Snapchat, ephemeral content creates a sense of urgency and exclusivity. PR professionals use this format for time-sensitive announcements, behind-the-scenes glimpses, and to drive engagement through limited-time offers or polls.
Ephemeral content example: A fashion brand using Instagram Stories to provide a 24-hour exclusive preview of an upcoming collection, encouraging followers to stay engaged with the brand’s content.
eReleases is considered the best press release distribution service for small businesses because it offers affordable pricing tailored to smaller budgets while still providing access to a wide network of media outlets, including the national PR Newswire feed. Their personalized service includes expert guidance in crafting press releases, ensuring that even those without extensive experience can effectively communicate their news. Additionally, eReleases provides detailed reporting and analytics, allowing businesses to track the impact of their announcements and adjust their strategies accordingly.
eReleases example: eReleases offers targeted distribution to over 1.7 million journalists, plus newswire distribution to over 550 news content systems, 3,000 newsrooms, and more than 4,500 major news websites at very affordable prices, combined with personal support and guidance to help you produce the best press release possible.
Content that remains relevant and valuable over an extended period, not tied to specific events or trends. Evergreen content is a valuable asset in PR and content marketing strategies, providing ongoing value to audiences and continuous opportunities for promotion and republishing.
Evergreen content example: A financial services company creating a comprehensive guide on “How to Build a Retirement Savings Plan” that remains useful and shareable for years.
A concise overview of a longer document or report, highlighting key points and conclusions. In PR, executive summaries are often used in press kits, annual reports, or proposals to provide busy journalists or stakeholders with essential information quickly. They should be clear, compelling, and able to stand alone.
Executive summary example: A one-page executive summary at the beginning of a detailed market research report, highlighting the most significant findings and implications for the industry.
Strategies to increase the public profile of an organization’s leadership through media appearances, speaking engagements, and thought leadership content. Executive visibility programs aim to build credibility, humanize the brand, and position leaders as industry experts.
Executive visibility example: Securing a TED Talk opportunity for a company’s CEO to discuss innovative approaches to sustainable manufacturing, enhancing both personal and brand reputation.
Marketing strategies that directly engage consumers and invite them to experience a brand in a tangible, memorable way. PR professionals often incorporate experiential elements into their campaigns to create buzz, generate media coverage, and foster emotional connections with the brand.
Experiential marketing example: A coffee company setting up an interactive pop-up shop where visitors can create custom blends, learn about coffee origins, and share their experience on social media, attracting both consumers and lifestyle journalists.
A person or process responsible for verifying the accuracy of information in journalistic articles, press releases, or other content. Fact-checking is crucial in maintaining credibility and avoiding potential reputational damage or legal issues. PR professionals should fact-check all materials before distribution and be prepared to provide sources for claims made.
Fact checker example: A PR team employing a dedicated fact-checker to verify all statistics, quotes, and historical information in a major corporate anniversary campaign before releasing it to the media.
A concise document that presents key information about a product, event, organization, or issue in an easy-to-read format. Fact sheets are often included in press kits or distributed to journalists to provide quick reference information. They typically include bullet points, statistics, and brief explanations.
Fact sheet example: Creating a one-page fact sheet outlining a pharmaceutical company’s new drug, including its purpose, efficacy rates, side effects, and approval status, to distribute to health reporters.
False or misleading information presented as legitimate news. The proliferation of fake news poses significant challenges for PR professionals in maintaining trust and managing reputation. Combating fake news often requires rapid response strategies, proactive communication, and media literacy efforts.
Fake news example: A company quickly issuing a statement and contacting major news outlets to debunk a viral fake news story claiming their product causes health issues.
An in-depth, often lengthy article that explores a topic in detail, usually with a more narrative or analytical approach than a standard news story. Feature stories offer PR professionals the opportunity to secure more comprehensive coverage of their clients or issues, often allowing for more nuanced messaging and storytelling.
Feature article/story example: Pitching a feature story to a business magazine about a company’s innovative approach to work-life balance, including employee interviews and data on productivity improvements.
A research method where a small group of people are gathered to provide opinions, feedback, and perceptions about a product, campaign, or issue. Focus groups help PR professionals understand audience reactions and refine messaging or strategies before broader implementation.
Focus group example: Conducting a focus group to gauge public reaction to a rebranding initiative, using the feedback to adjust visual elements and key messages before the official launch.
A self-employed writer who is not permanently employed by any single news outlet but instead sells their work to various publications. Building relationships with freelance journalists can be valuable for PR professionals, as these writers often contribute to multiple outlets and may have more flexibility in covering topics.
Freelance journalist example: Cultivating a relationship with a freelance technology writer who contributes to several major tech publications, providing them with exclusive access to new product information.
The first page of a newspaper or news website, featuring the most important or attention-grabbing stories. Securing front-page coverage is often a primary goal for PR campaigns due to its high visibility and perceived importance.
Front page example: A PR team’s efforts resulting in their client’s major scientific breakthrough being featured as the lead story on the front page of a national newspaper.
Rules set by the Federal Trade Commission in the United States that require clear disclosure of material connections between advertisers and endorsers, including social media influencers. PR professionals working with influencers must ensure compliance with these guidelines to maintain transparency and avoid legal issues.
FTC Guidelines (for influencers) example: Instructing a social media influencer to clearly label a post about a client’s product with #ad or #sponsored to comply with FTC guidelines.
The application of game-design elements and principles in non-game contexts to increase engagement and motivation. In PR, gamification can be used to make campaigns more interactive, increase participation in events, or enhance internal communications.
Gamification in PR example: Creating a mobile app with quiz challenges and leaderboards as part of a public health campaign, encouraging users to learn and share information about disease prevention.
A location-based service that triggers an action when a device enters or exits a virtual boundary set up around a geographical location. In PR, geofencing can be used for location-specific messaging, event promotion, or gathering data on audience movements and behaviors.
Geofencing example: Setting up a geofence around a trade show venue to send push notifications about a client’s booth location and special offers to attendees’ smartphones as they enter the area.
A professional writer who creates content that is officially credited to another person, often a public figure or executive. Ghostwriters are frequently used in PR to produce articles, speeches, or books attributed to company leaders, helping to establish thought leadership and maintain a consistent voice.
Ghostwriter example: Hiring a ghostwriter to draft a series of LinkedIn articles on industry trends, published under the name of a company’s CEO to enhance their thought leadership profile.
A strategy that relies on community-level involvement to promote a product, service, or cause. Grassroots marketing often leverages word-of-mouth, community events, and local influencers to create authentic connections with audiences. PR professionals use grassroots tactics to build genuine support and create a sense of authenticity around a brand or initiative.
Grassroots marketing example: A local brewery organizing neighborhood clean-up events and partnering with community groups to build goodwill and brand awareness within their target market.
Greenwashing is the practice of making misleading or false claims about a company’s environmental practices or products to appear more environmentally friendly than they actually are. It involves exaggerating or misrepresenting the positive environmental impact of a product, service, or business practice. Greenwashing is used to capitalize on the growing demand for eco-friendly products and services, often deceiving consumers and stakeholders.
Greenwashing example: A fast-fashion company launches a small “eco-friendly” collection made from recycled materials while continuing to produce the majority of its clothing using unsustainable practices and materials.
Growth hacking is a marketing strategy focused on rapid experimentation across various marketing channels to identify the most effective ways to grow a business. It combines traditional marketing techniques with data-driven technology and creativity to achieve accelerated growth, often on a limited budget. Growth hacking is particularly popular among startups and digital businesses looking to scale quickly.
Growth hacking example: A new social media app uses A/B testing on different app store descriptions and screenshots to optimize its conversion rate, while simultaneously running targeted ads and implementing a viral referral program to rapidly increase its user base.
Guerrilla marketing refers to unconventional, low-cost marketing tactics designed to create maximum impact and buzz around a product or service. These strategies often rely on creativity, surprise, and engagement to capture attention and generate word-of-mouth publicity. Guerrilla marketing campaigns are typically executed in public spaces or unexpected locations to reach a wide audience.
Guerrilla marketing example: A fitness company places oversized bathroom scales in public squares with the message “Time for a change?” along with their gym’s logo and website, attracting attention and sparking conversations about health and fitness.
Hard news refers to timely, factual reports of significant events or issues that are of immediate public interest. It typically covers topics such as politics, economics, crime, or major disasters, focusing on the essential facts of who, what, when, where, why, and how. Hard news is usually presented in a straightforward, objective manner without editorial commentary or personal opinion.
Hard news example: A newspaper’s front-page article detailing the results of a national election, including vote counts, winner declarations, and immediate implications for the country’s leadership.
A hashtag campaign is a marketing or public relations initiative that uses a specific, branded hashtag to promote a message, product, or cause across social media platforms. These campaigns encourage user participation and content creation, helping to increase brand visibility and engagement. Hashtag campaigns can be used for various purposes, including raising awareness, driving sales, or fostering community.
Hashtag campaign example: A non-profit organization launches the hashtag #PlantATreeChallenge, encouraging people to plant trees, share photos of their efforts, and nominate others to participate, resulting in increased awareness and action for environmental conservation.
A headline is a concise, attention-grabbing phrase or sentence that introduces a news article, press release, or other written content. It serves to summarize the main point of the story and entice readers to engage with the full text. An effective headline balances information and intrigue, often using strong language, active verbs, or provocative questions to capture interest.
Headline example: “Tech Giant Unveils Revolutionary AI Assistant, Promises to Transform Daily Life” as the headline for a news article about a major product launch in the technology industry.
A human interest story is a journalistic piece that focuses on the personal experiences, emotions, or circumstances of individuals or small groups to illustrate broader issues or trends. These stories are designed to evoke empathy, curiosity, or emotional responses from the audience, often highlighting relatable or inspiring aspects of human nature. Human interest stories can be used to complement hard news or stand alone as feature articles.
Human interest story example: A profile of a local teacher who, despite facing personal hardships, has dedicated 30 years to mentoring at-risk youth, resulting in improved graduation rates and career opportunities for hundreds of students in a disadvantaged community.
Hyperlocal refers to a focus on a highly specific, geographically limited area, such as a neighborhood, street, or small community. In the context of media and marketing, hyperlocal content or advertising targets an extremely narrow audience based on their precise location. This approach aims to provide highly relevant information or offers to people within a very small geographical area.
Hyperlocal example: A mobile app that sends push notifications about daily specials to users when they are within a one-block radius of participating local restaurants in their neighborhood.
Imagery analysis is the process of examining and interpreting visual content, such as photographs, videos, or graphics, to extract meaningful information or insights. In public relations and marketing, this technique is used to evaluate the effectiveness of visual communications, understand audience perceptions, and inform strategy. Imagery analysis can involve assessing factors such as composition, color, symbolism, and emotional impact.
Imagery analysis example: A brand conducts an imagery analysis of its social media posts over the past year, identifying which types of images (e.g., product close-ups vs. lifestyle shots) generated the most engagement and positive sentiment among followers.
Impression share is a metric used in digital advertising that represents the percentage of times an ad was actually shown out of the total number of times it was eligible to appear. It is calculated by dividing the number of impressions your ad received by the estimated number of impressions it was eligible to receive. Impression share helps advertisers understand their market reach and identify opportunities to expand their visibility.
Impression share example: An e-commerce company’s Google Ads campaign for a specific product category has an impression share of 60%, indicating that their ads appeared in 60% of the available auctions for relevant search queries, suggesting room for potential growth by increasing budget or improving ad quality.
Inbound PR is an approach that combines inbound marketing principles with public relations strategies to attract, engage, and delight target audiences. This method focuses on creating valuable, relevant content that draws people to a brand, rather than pushing messages outward through traditional PR tactics. Inbound PR leverages digital channels, content marketing, and SEO to increase visibility and build relationships with stakeholders organically.
Inbound PR example: A B2B software company publishes a series of in-depth industry reports, how-to guides, and thought leadership articles on their blog, attracting potential clients through search engines and social media shares, and establishing the company as a trusted authority in their field.
Inclusive language refers to communication that avoids expressions or words that might exclude, marginalize, or stereotype particular groups of people based on characteristics such as gender, race, age, disability, or sexual orientation. It aims to create content that is respectful, accessible, and representative of diverse audiences. Using inclusive language helps organizations build trust, demonstrate social responsibility, and connect with a wider range of stakeholders.
Inclusive language example: A company revises its job descriptions to use gender-neutral terms (e.g., “chairperson” instead of “chairman”) and removes age-specific language to ensure they attract a diverse pool of applicants for all positions.
Influence mapping is the process of identifying, analyzing, and visualizing key individuals, groups, or organizations that can impact or be impacted by a particular issue, project, or campaign. This technique helps PR professionals understand the complex network of relationships and power dynamics within a given context. Influence mapping enables strategic planning by highlighting potential allies, opponents, and critical stakeholders to engage or monitor.
Influence mapping example: A nonprofit organization conducts an influence mapping exercise before launching a campaign for stricter environmental regulations, identifying key policymakers, industry leaders, media outlets, and activist groups that could affect the success of their initiative.
An influencer is an individual who has built a significant following on social media or other platforms and has the ability to affect the opinions, behaviors, or purchasing decisions of their audience. Influencers typically have expertise or authority in a specific niche and maintain an engaged community of followers. They can range from celebrities with millions of followers to micro-influencers with smaller but highly engaged niche audiences.
Influencer example: A fitness enthusiast with 100,000 Instagram followers regularly shares workout tips, healthy recipes, and product recommendations, inspiring their audience to adopt healthier lifestyles and try specific fitness products or services.
Influencer marketing is a strategy that involves collaborating with influencers to promote a brand, product, or service to their audience. This approach leverages the trust and rapport influencers have built with their followers to create authentic, relatable content that resonates with target consumers. Influencer marketing can take various forms, including sponsored posts, product reviews, brand ambassadorships, or co-created content.
Influencer marketing example: A skincare brand partners with several beauty influencers on YouTube to create tutorial videos featuring their new product line, resulting in increased brand awareness and a spike in sales among the influencers’ followers.
An infographic is a visual representation of information, data, or knowledge designed to present complex information quickly and clearly. It combines text, images, charts, and other graphical elements to convey information in an engaging and easily digestible format. Infographics are widely used in PR and marketing to simplify complex topics, illustrate trends, or tell compelling stories with data.
Infographic example: A healthcare organization creates an infographic showcasing the benefits of regular exercise, using icons, charts, and brief text to illustrate how different types of physical activity impact various aspects of health, making the information more accessible and shareable across social media platforms.
Integrated marketing communications (IMC) is a strategic approach that coordinates all aspects of marketing communication to deliver a consistent, seamless message across various channels. IMC ensures that all customer touchpoints, including advertising, public relations, direct marketing, and digital communications, work together to reinforce the brand’s core message and values. This holistic approach aims to create a unified brand experience and maximize the impact of marketing efforts.
Integrated marketing communications example: A car manufacturer launches a new electric vehicle using an integrated campaign that Integrated marketing communications includes TV commercials, social media content, influencer partnerships, dealership events, and a dedicated microsite, all conveying the same key messages about sustainability and innovation.
Internal brand alignment is the process of ensuring that an organization’s employees understand, embrace, and consistently represent the company’s brand values, mission, and promises in their daily work and interactions. It involves aligning internal processes, communication, and culture with the external brand image. Strong internal brand alignment helps create a cohesive brand experience for customers and stakeholders across all touchpoints.
Internal brand alignment example: A luxury hotel chain implements an extensive training program for all staff members, from housekeeping to management, ensuring that everyone understands and can deliver on the brand’s promise of exceptional, personalized service in every guest interaction.
Internal communication refers to the exchange of information and ideas within an organization among its employees and departments. It encompasses various forms of communication, including face-to-face meetings, emails, intranets, newsletters, and digital collaboration tools. Effective internal communication is crucial for maintaining employee engagement, aligning teams with organizational goals, and fostering a positive workplace culture.
Internal communication example: A multinational corporation uses a combination of weekly team video calls, a company-wide digital newsletter, and an internal social media platform to keep employees across different time zones informed about company updates, celebrate successes, and encourage cross-departmental collaboration.
Investor relations (IR) is a strategic management responsibility that integrates finance, communication, marketing, and securities law compliance to enable effective two-way communication between a company, the financial community, and other stakeholders. IR activities include financial reporting, shareholder meetings, press releases on financial performance, and ongoing communication with analysts and investors. The goal of investor relations is to provide accurate information that helps the investment community and the public evaluate a company as an investment.
Investor relations example: A publicly traded technology company hosts quarterly earnings calls, publishes detailed financial reports, and maintains a dedicated investor relations section on its website with up-to-date information on stock performance, corporate governance, and long-term strategy to keep shareholders and potential investors well-informed.
Issues management is the process of identifying and addressing potential problems or controversies that could affect an organization’s reputation or operations. It involves monitoring the environment for emerging issues, developing strategies to address them, and implementing plans to mitigate risks or capitalize on opportunities. Effective issues management helps organizations stay ahead of potential crises and maintain positive relationships with stakeholders.
Issues management example: A food company proactively monitors social media and scientific research for concerns about certain food additives, allowing them to reformulate products and communicate transparently with consumers before the issue becomes a major public controversy.
Key message pull-through refers to the consistent and effective communication of an organization’s core messages across various channels and touchpoints. It measures how well the intended key messages are understood, remembered, and repeated by target audiences. Successful key message pull-through ensures that the main points of a communication strategy are effectively conveyed and resonate with stakeholders.
Key message pull-through example: After a product launch campaign, a tech company conducts surveys and media analysis to determine that 80% of their target audience accurately recalls and understands their three key messages about the product’s innovative features, demonstrating strong message pull-through.
A key opinion leader (KOL) is an influential expert in a specific field whose opinions and recommendations are highly respected and can significantly impact decision-making within their area of expertise. KOLs are often sought after for their knowledge, credibility, and ability to influence peers and stakeholders. In public relations and marketing, engaging with KOLs can help build credibility and reach target audiences effectively.
Key opinion leader (KOL) example: A pharmaceutical company collaborates with leading oncologists who are recognized as KOLs in cancer research to validate and endorse a new treatment method, significantly increasing its acceptance among medical professionals and patients.
A key performance indicator (KPI) is a measurable value that demonstrates how effectively an organization is achieving its key business objectives. KPIs are used to evaluate the success of specific activities, campaigns, or overall organizational performance. They provide quantifiable metrics that help teams and organizations track progress, make informed decisions, and optimize strategies.
Key performance indicator (KPI) example: A PR agency sets KPIs for a client’s media relations campaign, including the number of earned media placements, share of voice compared to competitors, and increases in website traffic from media referrals, allowing them to measure and report on the campaign’s success objectively.
A landing page is a standalone web page designed specifically for a marketing or advertising campaign. Its purpose is to encourage a single, focused action from visitors, such as making a purchase, signing up for a newsletter, or downloading a whitepaper. Landing pages are optimized for conversion, typically featuring minimal distractions and a clear call-to-action (CTA).
Landing page example: An e-book author creates a dedicated landing page for their new release, featuring a compelling book description, author bio, sample chapter, and a prominent “Buy Now” button, all designed to maximize book sales from visitors who click on their online advertisements.
Lead generation is the process of attracting and converting potential customers (leads) into individuals or businesses interested in a company’s products or services. It involves various marketing tactics to capture contact information and engage prospects, moving them further along the sales funnel. Effective lead generation strategies help organizations build a pipeline of potential customers and increase sales opportunities.
Lead generation example: A B2B software company offers a free webinar on industry trends, requiring registration with contact details, allowing them to generate a list of qualified leads interested in their sector and potentially in their software solutions.
Lead time, in the context of public relations and media, refers to the amount of advance notice required by media outlets or journalists to consider, prepare, and publish a story or cover an event. It varies depending on the type of media, publication frequency, and nature of the story. Understanding and respecting lead times is crucial for effective media relations and increasing the chances of coverage.
Lead time example: A monthly print magazine typically requires a lead time of 3-4 months for feature stories, so a PR professional pitches a client’s holiday-themed product in August to secure coverage in the December issue.
A listicle is a type of article or content piece that presents information in the form of a numbered or bulleted list. Listicles are popular in digital media for their easily digestible format, scannable nature, and ability to convey information quickly. They often use catchy titles and brief explanations for each list item to engage readers and encourage sharing.
Listicle example: A travel website publishes a listicle titled “10 Hidden Gems in Southeast Asia You Need to Visit,” featuring brief descriptions and stunning photos for each location, attracting high engagement and shares on social media platforms.
Lobbying is the practice of attempting to influence decisions made by government officials, legislators, or regulatory agencies. It involves communicating with decision-makers to advocate for specific policies, laws, or regulations that benefit particular interests. Lobbying can be conducted by individuals, corporations, non-profit organizations, or professional lobbyists on behalf of clients.
Lobbying example: A coalition of renewable energy companies hires a lobbying firm to meet with lawmakers and present research supporting increased tax incentives for solar and wind power installations, aiming to influence upcoming energy policy legislation.
Market penetration is a measure of how much a product or service is being used by customers compared to the total estimated market for that product or service. It is often expressed as a percentage and indicates the portion of the potential market that has been captured. Market penetration can also refer to a growth strategy focused on selling existing products to current market segments to increase market share.
Market penetration example: A new streaming service achieves 30% market penetration in its first year, meaning it has attracted subscriptions from 30% of all households with internet access in its target market, indicating strong initial adoption but room for further growth.
Marketing is the set of activities, processes, and strategies a company uses to promote and sell products or services to customers. It involves identifying target markets, understanding customer needs, creating compelling offerings, and communicating value propositions through various channels. Marketing aims to create awareness, generate interest, and ultimately drive customer actions that benefit the organization.
Marketing example: A fitness apparel brand develops a comprehensive marketing strategy that includes social media influencer partnerships, targeted online advertising, sponsorship of local running events, and email campaigns to promote their new line of eco-friendly workout clothes to health-conscious consumers.
A media advisory is a brief document sent to journalists and news outlets to inform them about an upcoming event or news opportunity. It typically includes essential details such as the event’s date, time, location, purpose, and key participants. Media advisories are designed to entice media attendance or coverage and are usually more concise than full press releases.
Media advisory example: A nonprofit organization sends out a media advisory to local news outlets about an upcoming press conference where they will announce a major new initiative, including details on when and where the event will take place and which high-profile speakers will be present.
Media bias refers to the perceived or real prejudice of journalists and news producers in the selection of events and stories that are reported and how they are covered. It can manifest in various forms, such as political bias, corporate bias, or sensationalism. Understanding and addressing media bias is important for both media professionals striving for objectivity and PR practitioners seeking fair coverage.
Media bias example: A political campaign team conducts a media bias analysis of coverage received during an election, noting that one news outlet consistently frames their candidate’s policies negatively while giving more positive coverage to opponents, and develops strategies to address this perceived bias.
A media blackout is a situation where news about a specific topic is censored or withheld from public distribution, either voluntarily by media outlets or through government mandate. It can be implemented for various reasons, including national security, ongoing legal proceedings, or to manage sensitive information during a crisis. Media blackouts can be controversial, especially when they conflict with principles of press freedom and public right to information.
Media blackout example: During a hostage situation, law enforcement requests a temporary media blackout on live reporting of police movements to prevent the hostage-takers from gaining tactical information that could jeopardize rescue efforts.
A media database is a comprehensive collection of contact information and relevant details about journalists, bloggers, influencers, and media outlets. It typically includes names, titles, beats, contact information, and sometimes preferences or pitch history. PR professionals use media databases to identify appropriate contacts for pitching stories, building media lists, and managing media relationships.
Media database example: A PR agency subscribes to a professional media database service that allows them to search for and compile lists of technology reporters across various countries, helping them efficiently target the right journalists for a client’s global product launch.
A media kit, also known as a press kit, is a package of promotional materials that provides information about a company, product, or event to members of the media. It typically includes background information, press releases, fact sheets, high-resolution images, executive bios, and sometimes sample products or promotional items. Media kits are designed to provide journalists with all the necessary information to cover a story or write about the company.
Media kit example: A new restaurant creates a digital media kit for its grand opening, including the chef’s biography, menu highlights, high-quality food photos, and a fact sheet about the restaurant’s unique farm-to-table concept, making it easy for food critics and local news outlets to write informed pieces about the opening.
The media landscape refers to the overall environment of media outlets, platforms, and channels through which information is disseminated to the public. It encompasses traditional media (such as newspapers, television, and radio) as well as digital and social media platforms. Understanding the media landscape is crucial for PR professionals to effectively plan and execute communication strategies.
Media landscape example: A global PR firm conducts an annual analysis of the changing media landscape in key markets, noting trends such as the decline of print newspapers, the rise of podcasting, and the increasing influence of niche online publications, to inform their clients’ communication strategies and media outreach efforts.
A media list is a curated collection of media contacts relevant to a specific PR campaign, event, or ongoing media relations efforts. It typically includes journalists, editors, producers, and other media professionals who cover topics or beats relevant to the organization or story being pitched. A well-crafted media list is tailored to the specific news or announcement and is regularly updated to ensure accuracy.
Media list example: For a client in the sustainable fashion industry, a PR specialist creates a targeted media list that includes fashion editors at major publications, sustainability-focused bloggers, and business reporters who cover retail innovation, ensuring their press releases and pitches reach the most relevant audiences.
Media monitoring is the process of tracking, analyzing, and reporting on media coverage and mentions of a brand, individual, industry, or specific topics across various media channels. This includes print, broadcast, online news sites, and social media platforms. Media monitoring helps organizations stay informed about their public perception, track competitor activities, identify emerging issues, and measure the effectiveness of their PR efforts.
Media monitoring example: A multinational corporation uses a media monitoring service that provides daily reports on global news coverage mentioning their brand, allowing them to quickly respond to potential crises, track the success of product launches in different markets, and gauge public sentiment about their sustainability initiatives.
Media relations refers to the strategic communication and relationship-building between an organization and members of the press. It involves developing and maintaining positive relationships with journalists, editors, and other media professionals to secure favorable coverage and effectively manage an organization’s public image. Media relations activities include pitching stories, responding to media inquiries, organizing press conferences, and providing accurate and timely information to the media.
Media relations example: A tech startup’s media relations team builds relationships with key technology reporters by offering exclusive interviews with the CEO, providing early access to new products, and consistently delivering relevant and newsworthy information, resulting in regular, positive coverage in influential tech publications.
A media tour is a series of scheduled interviews or appearances with various media outlets, typically conducted by a spokesperson or expert over a short period of time. These tours can be in-person visits to different cities or virtual interviews across multiple platforms. Media tours are designed to maximize exposure for a particular message, product launch, or event by reaching diverse audiences through multiple media channels.
Media tour example: An author embarks on a week-long media tour to promote their new book, participating in morning show interviews in New York and Los Angeles, recording podcast appearances, and conducting satellite interviews with regional TV stations across the country.
Media training is the process of preparing individuals to effectively communicate with the media and public. It typically involves coaching on message delivery, interview techniques, handling difficult questions, and understanding different media formats. Media training aims to help spokespeople confidently and clearly convey key messages while maintaining composure under pressure.
Media training example: A newly appointed CEO undergoes intensive media training before their first major press conference, practicing responses to potential questions, refining their body language, and learning techniques to bridge back to key company messages regardless of the questions asked.
Key messages are the core points that an organization wants to communicate about itself, its products, or its position on an issue. These messages are carefully crafted to be clear, concise, and memorable, serving as the foundation for all communication efforts. Effective key messages are consistently used across various platforms and materials to reinforce the organization’s main ideas or values.
Messaging (Key messages) example: A renewable energy company develops three key messages for its latest solar technology: “50% more efficient than standard panels,” “Affordable for average homeowners,” and “Reduces carbon footprint by 70%.” These messages are then incorporated into all press releases, interviews, and marketing materials.
A messaging matrix is a strategic planning tool used to organize and align key messages for different target audiences or stakeholder groups. It typically takes the form of a grid or table that outlines primary messages, supporting points, and specific language tailored to each audience segment. This tool ensures consistency in communication while allowing for customized approaches to different groups.
Messaging matrix example: A university creates a messaging matrix for a new research initiative, with columns for different stakeholders (students, faculty, donors, community) and rows for key messages, benefits, and calls to action, ensuring that communications are tailored appropriately for each group while maintaining overall consistency.
A micro-influencer is an individual with a relatively small but highly engaged following on social media platforms, typically ranging from 1,000 to 100,000 followers. These influencers often have niche expertise or focus on specific topics, leading to strong connections with their audience. Micro-influencers are valued for their authenticity and ability to generate high engagement rates, often resulting in more impactful and cost-effective collaborations for brands.
Micro-influencer example: A local vegan bakery partners with a micro-influencer who has 15,000 Instagram followers passionate about plant-based cooking. The influencer’s post about the bakery’s new product line generates significant engagement and drives a noticeable increase in foot traffic and online orders.
Misinformation refers to false or inaccurate information that is spread, regardless of intent to deceive. It can result from honest mistakes, misunderstandings, or the rapid spread of unverified information. Misinformation differs from disinformation, which is deliberately created and spread with the intention to mislead.
Misinformation example: During a breaking news event, early reports mistakenly identify the wrong person as a suspect. This misinformation spreads rapidly on social media before authorities can correct the error, highlighting the challenges of real-time reporting and the importance of fact-checking.
A narrative arc is the chronological construction of plot in a novel or story. In public relations, it refers to the structure and progression of a story or campaign over time. It typically includes a beginning (setting the stage), middle (developing the story or message), and end (resolution or call to action). A well-crafted narrative arc helps engage audiences and convey messages more effectively.
Narrative arc example: A nonprofit organization fighting childhood hunger develops a year-long PR campaign with a narrative arc that begins by highlighting the problem, progresses through stories of affected families and successful interventions, and culminates in a nationwide fundraising event, keeping audiences engaged throughout the journey.
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. These ads match the visual design of the platform and behave consistently with the native user experience. The goal is to make the advertising feel less intrusive and increase the likelihood that it will be consumed by readers.
Native advertising example: A fitness equipment company creates an in-depth article about “10 Home Workouts for Busy Professionals” for a popular health and wellness website. The article, while labeled as sponsored content, matches the site’s usual style and provides valuable information to readers while subtly promoting the company’s products.
Net Promoter Score (NPS) is a metric used to measure customer experience and predict business growth. It’s based on a single question: “How likely are you to recommend our company/product/service to a friend or colleague?” Responses are scored on a 0-10 scale, categorizing respondents into Promoters, Passives, and Detractors. The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.
Net Promoter Score (NPS) example: A software company surveys its customers and finds that 70% are Promoters (score 9-10), 20% are Passives (score 7-8), and 10% are Detractors (score 0-6). Their Net Promoter Score would be 60 (70% – 10% = 60), indicating a high level of customer satisfaction and likelihood of referrals.
Newsjacking is the practice of capitalizing on current news events or trending topics to draw attention to one’s own brand or message. It involves quickly creating content or comments that tie into breaking news or popular stories, allowing organizations to become part of the larger conversation and potentially gain media coverage or social media traction.
Newsjacking example: During a widespread power outage affecting millions, a portable solar charger company quickly creates and shares infographics about emergency preparedness, linking their products to the current situation. This timely content is picked up by news outlets covering the outage, giving the company significant exposure.
A newswire, also known as a wire service or news agency, is an organization that gathers news reports and sells them to subscribing media outlets. These services distribute press releases, breaking news, and other content to a wide network of news organizations, websites, and other subscribers. Newswires play a crucial role in disseminating information quickly and broadly.
Newswire example: A multinational corporation uses a major newswire service to distribute its quarterly earnings report, ensuring that the financial data and accompanying press release reach thousands of media outlets, financial analysts, and investors simultaneously across the globe.
Newsworthiness refers to the qualities that make a story or event interesting and valuable to media outlets and their audiences. Factors that contribute to newsworthiness include timeliness, significance, proximity, prominence, human interest, conflict, and uniqueness. Understanding and emphasizing these elements helps PR professionals craft stories that are more likely to gain media coverage.
Newsworthiness example: A local company’s decision to switch to 100% renewable energy becomes newsworthy when framed as the first in the region to do so (uniqueness), potentially influencing other businesses (significance), and coinciding with Earth Day celebrations (timeliness).
Nonprofit PR refers to public relations activities specifically tailored to nonprofit organizations. It focuses on building awareness, credibility, and support for the organization’s mission and programs. Nonprofit PR often involves storytelling that highlights the organization’s impact, volunteer recruitment, donor relations, and advocacy for the cause, all while operating within typically limited budgets.
Nonprofit PR example: A wildlife conservation nonprofit launches a PR campaign that combines heartwarming stories of rescued animals, interviews with passionate volunteers, and easy-to-understand infographics about endangered species. This multi-faceted approach aims to increase donations, attract volunteers, and educate the public about their mission.
“Off the record” is an agreement between a journalist and a source that the information provided will not be published or attributed. This agreement must be established before the information is shared. It’s used when a source wants to provide background information or context without being quoted or identified. However, the exact meaning can vary, and it’s crucial for both parties to clearly understand the terms of the agreement.
Off the record example: A government official speaks to a reporter “off the record” to provide context about ongoing international negotiations, helping the journalist understand the complexities of the situation without being quoted or identified as the source of this sensitive information.
Omnichannel marketing is a multi-channel approach to marketing that provides customers with a seamless and integrated experience across all platforms and devices. It ensures consistency in messaging, branding, and customer experience whether the customer is shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store.
Omnichannel marketing example: A retail clothing brand implements an omnichannel strategy where customers can browse products on their mobile app, save items to their wishlist, receive personalized offers via email, and then seamlessly complete their purchase in-store, with staff having access to the customer’s preferences and history.
“On the record” means that the information provided by a source can be used and attributed directly to that person. Unless otherwise specified, most interactions between journalists and sources are considered “on the record.” This allows for direct quotations and clear attribution of information to its source.
On the record example: During a press conference, a company CEO answers questions “on the record,” allowing journalists to directly quote her statements about the company’s new sustainability initiatives in their articles, attributing the information clearly to her.
An online newsroom is a dedicated section of an organization’s website that serves as a centralized hub for media-related information. It typically includes press releases, media contacts, high-resolution images, videos, fact sheets, executive bios, and sometimes a media query form. Online newsrooms make it easy for journalists to access up-to-date information about an organization at any time.
Online newsroom example: A tech startup’s online newsroom features their latest press releases, a media kit for their new product launch, high-resolution product images, executive headshots, and a calendar of upcoming industry events where their team will be present, all organized for easy access by tech reporters on tight deadlines.
An op-ed, short for “opposite the editorial page,” is an opinion piece typically published by a newspaper or magazine, written by an individual who is not on the publication’s editorial board. Op-eds allow experts, public figures, or community members to express their views on current issues. For PR professionals, placing op-eds can be an effective way to shape public opinion or advocate for a cause.
Op-ed example: The CEO of a cybersecurity firm writes an op-ed for a major national newspaper, sharing insights on recent high-profile data breaches and advocating for stronger corporate data protection measures, positioning the company as a thought leader in the industry.
Organic reach refers to the number of unique users who view a piece of content through unpaid distribution. In social media, it’s the number of people who see a post through natural, non-paid means. Organic reach is contrasted with paid reach, which involves paying for content distribution through advertising.
Organic reach example: A small bakery posts a photo of their award-winning cupcakes on their Facebook page, and it’s seen by 5,000 people through likes, shares, and comments from their followers and their followers’ networks, all without any paid promotion.
Owned media refers to communication channels that are controlled by an organization. This includes websites, blogs, social media profiles, and email newsletters. Owned media allows organizations to communicate directly with their audience without relying on third-party platforms or paid advertising.
Owned media example: A fitness influencer uses their personal blog, YouTube channel, and Instagram account to share workout tips, healthy recipes, and personal stories, building a loyal following and controlling their message across these owned media platforms.
Paid media refers to external marketing efforts that involve a paid placement. This includes traditional advertisements like TV commercials, print ads, and billboards, as well as digital advertising such as pay-per-click ads, sponsored social media posts, and influencer partnerships. Paid media is used to increase visibility, reach new audiences, and drive specific marketing objectives.
Paid media example: A new smartphone app purchases Instagram and Facebook ads targeting users interested in productivity tools, paying for increased visibility among their desired audience to drive app downloads.
A perception audit is a research process used to assess how an organization, brand, or individual is perceived by key stakeholders or the general public. It typically involves surveys, interviews, focus groups, or media analysis to gather data on awareness, attitudes, and opinions. The results of a perception audit can inform communication strategies and help organizations address gaps between desired and actual perceptions.
Perception audit example: A university conducts a perception audit among prospective students, current students, alumni, and employers, discovering that while it’s highly regarded for its science programs, its arts and humanities departments are less well-known. This information helps the university adjust its marketing and PR strategies to highlight its comprehensive academic offerings.
Personal branding is the practice of marketing oneself and one’s career as a brand. It involves creating an asset of yourself by defining your skills, experiences, and personality, and then presenting them in a compelling way. Personal branding is particularly important for entrepreneurs, public figures, and professionals looking to advance their careers.
Personal branding example: A freelance graphic designer creates a cohesive personal brand by developing a unique logo, maintaining a consistent visual style across her portfolio website and social media profiles, and regularly sharing design tips and behind-the-scenes content that showcases her expertise and personality.
The PESO model is a framework for organizing and integrating communication efforts across four media types: Paid, Earned, Shared, and Owned. This model helps PR and marketing professionals create comprehensive strategies that leverage multiple channels for maximum impact. Each component of PESO can work independently but is most effective when integrated with the others.
PESO model example: A startup launches a new product using the PESO model: they create content for their website and blog (Owned), run targeted social media ads (Paid), engage with customers on Twitter and Instagram (Shared), and secure product reviews in tech magazines (Earned), creating a cohesive campaign across all channels.
A photojournalist is a professional who communicates news or tells stories through photographs. They combine photography with journalism to capture newsworthy events, people, and places. Photojournalists often work for newspapers, magazines, or news agencies, and their work can have a significant impact on public perception of events and issues.
Photojournalist example: During a natural disaster, a photojournalist captures powerful images of rescue efforts and community resilience, which are published in major news outlets and social media, helping to raise awareness and drive support for relief efforts.
In public relations, a pitch is a concise, persuasive message sent to a journalist or media outlet to suggest a story idea. A good pitch highlights the newsworthiness of the story, explains why it’s relevant to the journalist’s audience, and provides key information or offers access to sources. The goal of a pitch is to secure media coverage or an opportunity for further discussion.
Pitch example: A PR professional sends a brief email to a technology reporter, pitching an exclusive interview with their client, a startup founder who has developed a groundbreaking AI algorithm. The pitch outlines the technology’s potential impact and offers the reporter first access to the founder and demo of the product.
A podcast is a digital audio file made available on the internet for downloading to a computer or mobile device, typically available as a series, new episodes of which can be received by subscribers automatically. Podcasts cover a wide range of topics and formats, from news and education to entertainment and storytelling. For PR professionals, podcasts can be a valuable medium for reaching niche audiences and sharing in-depth content.
Podcast example: A financial services company launches a weekly podcast featuring interviews with industry experts and discussions of current economic trends. This allows them to showcase their expertise, build thought leadership, and engage with their audience in a more intimate and detailed way than traditional written content.
A PR campaign is a strategic series of planned activities and communications designed to achieve a specific goal or objective over a set period of time. It typically involves research, planning, execution, and evaluation phases. PR campaigns can be aimed at raising awareness, changing perceptions, promoting a product or service, or managing a crisis.
PR campaign example: An environmental nonprofit launches a six-month PR campaign to reduce plastic waste in coastal communities. The campaign includes beach cleanup events, partnerships with local businesses to reduce single-use plastics, a social media challenge, and a series of educational workshops, all culminating in a report on the campaign’s impact and future goals.
PR metrics are quantifiable measures used to evaluate the effectiveness and impact of public relations efforts. These can include media impressions, share of voice, sentiment analysis, website traffic, social media engagement, lead generation, and more. PR metrics help professionals demonstrate the value of their work and make data-driven decisions to improve future strategies.
PR metrics example: After a product launch, a PR team measures success using multiple metrics: 50 media placements reaching an audience of 10 million, a 25% increase in positive brand sentiment on social media, a 40% spike in website traffic, and 500 new sales leads directly attributed to PR activities.
Press agentry is a form of public relations that focuses on generating publicity and media attention, often through creative or sensational means. Historically associated with circus promoters and Hollywood publicists, modern press agentry still involves creating newsworthy events or stories to attract media coverage and public interest. While it can be effective in gaining attention, it’s often viewed as less credible than more strategic and transparent PR approaches.
Press agentry example: A movie studio generates buzz for an upcoming horror film by staging mysterious “paranormal events” in various cities, inviting local news crews to investigate.
A press conference is a formally arranged meeting where an individual or organization makes an announcement or responds to questions from the media. It provides an opportunity to convey information to multiple media outlets simultaneously and allows for immediate clarification and follow-up questions.
Press conference example: A tech company holds a press conference to unveil its latest smartphone, demonstrating new features, answering journalists’ questions about specifications and availability, and allowing hands-on time with the device for attending reporters.
A press kit, also known as a media kit, is a package of promotional materials provided to members of the press to brief them on a specific topic. It typically includes press releases, fact sheets, bios, high-resolution images, and sometimes product samples or digital assets.
Press kit example: For the launch of a new electric vehicle, an automaker distributes a digital press kit containing a detailed press release, technical specifications, environmental impact data, executive bios, and a selection of high-resolution images and B-roll footage of the car in action.
A press release is an official statement delivered to members of the news media to provide information, an official statement, or an announcement. It is typically written in a standard format and aims to pique the interest of journalists or publications.
Press release example: A pharmaceutical company issues a press release announcing the successful completion of clinical trials for a new cancer drug, detailing the study results, potential impact on patient care, and next steps in the regulatory approval process.
A press room, also known as a media room, is a physical or virtual space dedicated to providing resources and information to the press. In a physical setting, it might be a designated area at an event or within an organization’s offices. Online, it’s typically a section of a website containing press releases, media contacts, and other relevant information for journalists.
Press room example: During a major industry conference, organizers set up a press room where journalists can access Wi-Fi, conduct interviews with speakers, and receive press kits and schedule updates throughout the event.
PR Newswire is the leading newswire service for distributing press releases directly to various media outlets, journalists, and online platforms. It enables companies to share announcements, product launches, financial reports, and other news with a wide audience, ensuring that the information reaches targeted industry professionals and consumers. Inclusion in the National PR Newswire is automatically included in every press release distributed by eReleases.com
PR Newswire example: Whenever someone uses eReleases.com to distribute their press release, over 1.7 million journalists will receive a copy of their press release via the national PR Newswire feed.
Product lifecycle PR refers to public relations strategies and activities tailored to each stage of a product’s lifecycle, from development and launch through growth, maturity, and eventual decline or renewal. It involves adapting messaging and tactics to support the product’s changing needs and market position over time.
Product lifecycle PR example: For a new smartphone, the PR team focuses on building anticipation pre-launch, generates extensive media coverage during the launch phase, highlights user testimonials and awards during the growth phase, and emphasizes new software features and sustainability efforts as the product matures.
Product placement is a form of advertising where branded goods or services are featured in a production such as a film, television show, or even a video game. The product or brand is integrated into the storyline or setting in a way that is meant to appear natural.
Product placement example: In a popular action movie, the hero prominently uses a specific brand of smartphone throughout the film, showcasing its features in a way that feels integral to the plot rather than a blatant advertisement.
Propaganda is information, especially of a biased or misleading nature, used to promote a political cause or point of view. It often appeals to emotions rather than reason and may use selective facts or misinformation to influence public opinion.
Propaganda example: During an election campaign, a political party distributes flyers that exaggerate the negative impacts of an opponent’s policies while overstating the benefits of their own, using emotive language and cherry-picked statistics to sway voters.
Psychographics is the study and classification of people according to their attitudes, aspirations, and other psychological criteria. In marketing and PR, psychographic information is used to better understand audiences and tailor messages to their values, lifestyles, and personalities.
Psychographics example: A luxury car brand uses psychographic data to identify that their target audience values status, innovation, and environmental responsibility, leading them to develop a campaign that emphasizes the car’s cutting-edge technology and eco-friendly features alongside its prestigious image.
Public affairs is a term used to describe an organization’s interactions with governmental bodies or policy makers. It involves managing relationships with various stakeholders in the public policy arena and often includes lobbying, issue management, and political communications.
Public affairs example: A renewable energy company hires a public affairs team to engage with local government officials, community leaders, and environmental groups to gain support for a new wind farm project, addressing concerns and highlighting the economic and environmental benefits.
Public diplomacy refers to the efforts by a country to inform and influence foreign publics to gain support for its national interests. It involves fostering mutual understanding through cultural exchanges, educational programs, and strategic communications.
Public diplomacy example: The US State Department sponsors educational exchange programs like the Fulbright Scholarship, sending American students abroad and bringing international students to the US, fostering cross-cultural understanding and building long-term relationships with future leaders in other countries.
Public opinion refers to the collective views, attitudes, and beliefs held by a population about a particular topic or issue. Understanding and influencing public opinion is a key aspect of many PR and communication strategies.
Public opinion example: Before launching a controversial infrastructure project, a city government conducts surveys and holds town hall meetings to gauge public opinion on the proposal, using the insights gained to refine their plans and communication strategy.
Public relations (PR) is the strategic communication process that builds mutually beneficial relationships between organizations and their publics. It involves managing the spread of information between an individual or an organization and the public.
Public relations example: A nonprofit organization dedicated to ocean conservation develops a PR strategy that includes media relations, community partnerships, and social media campaigns to raise awareness about marine pollution, influence public behavior, and attract donors and volunteers.
Publicity is the public visibility or awareness for a company, person, or cause gained through media coverage or other forms of public communication. Unlike advertising, publicity is often unpaid and results from news stories, editorial coverage, or word-of-mouth promotion.
Publicity example: A local restaurant gains significant publicity when a food critic from a national magazine writes a glowing review, leading to increased bookings and interest from other media outlets.
A publicity stunt is a planned event designed to attract public attention to an organization, product, or cause. While often creative and attention-grabbing, publicity stunts can be risky if perceived as insincere or inappropriate.
Publicity stunt example: To promote a new action movie, the studio arranges for the lead actor to arrive at the premiere by parachuting onto the red carpet, generating excitement and media coverage beyond a typical celebrity arrival.
Purpose-driven communications refer to messaging and strategies that align with an organization’s core values and social purpose beyond profit. It involves communicating how the organization contributes to society and addresses important issues.
Purpose-driven communications example: A outdoor clothing company launches a campaign highlighting its commitment to environmental conservation, showcasing how a percentage of each purchase goes towards reforestation projects and how their products are made from recycled materials.
A Q&A (Question and Answer) session is a period of time dedicated to audience members asking questions and receiving answers from a speaker or panel. It often follows a presentation or speech and allows for clarification and deeper engagement with the topic.
Q&A session example: After presenting quarterly earnings, a company’s CEO and CFO hold a Q&A session with financial analysts and journalists, addressing questions about future growth strategies, market challenges, and specific financial metrics.
Qualitative research is a method of inquiry that focuses on understanding the reasons, opinions, and motivations behind behavior. It typically involves in-depth interviews, focus groups, or observational studies and results in descriptive rather than numerical data.
Qualitative research example: A cosmetics company conducts focus groups with loyal customers to understand their perceptions of the brand, gathering detailed feedback on product experiences, packaging preferences, and emotional connections to the brand.
Quantitative research is a research method that generates numerical data or information that can be converted into numbers. It emphasizes objective measurements and statistical analysis of data collected through polls, questionnaires, or surveys.
Quantitative research example: A PR firm conducts a large-scale online survey to measure public awareness and attitudes towards a client’s brand, analyzing the results to identify demographic trends and overall sentiment scores.
Quote approval is the practice of allowing sources, typically in journalism or public relations, to review and potentially revise their quotes before publication. This controversial practice aims to ensure accuracy but can also be seen as compromising journalistic independence.
Quote approval example: After interviewing a CEO about a new product launch, a technology journalist sends the direct quotes they plan to use to the company’s PR team for review, allowing them to clarify any technical details but not to substantially alter the content of the quotes.
Reach refers to the total number of unique individuals exposed to a message or piece of content. In media terms, it represents the size of the audience that has had an opportunity to see an advertisement, read an article, or encounter a social media post.
Reach example: A viral social media post about a company’s charitable initiative reaches 2 million unique users across various platforms, significantly expanding awareness of the brand’s social responsibility efforts.
A readability score is a measure of how easy a piece of text is to read and understand. Various formulas (such as the Flesch-Kincaid score) consider factors like sentence length, word complexity, and syllable count to determine the reading level of a text.
Readability score example: A healthcare organization uses readability scoring tools to ensure that their patient education materials are written at an 8th-grade reading level, making the information accessible to a wide audience.
Relationship management in PR refers to the strategic nurturing of connections between an organization and its key stakeholders, including media, customers, employees, and community members. It involves ongoing communication, trust-building, and mutual benefit.
Relationship management example: A B2B software company assigns dedicated account managers to maintain regular contact with key clients, organize quarterly review meetings, and proactively address any concerns, fostering long-term loyalty and positive word-of-mouth.
Reputation management is the practice of influencing and controlling an individual’s or organization’s reputation. It involves monitoring perceptions, addressing negative content or feedback, and actively promoting positive attributes.
Reputation management example: After a product recall, a food company implements a reputation management strategy that includes transparent communication about the issue, a visible commitment to improving quality control processes, and a campaign highlighting their long history of food safety.
A reputation score is a quantitative measure of an individual’s or organization’s overall reputation, often calculated by analyzing various factors such as media coverage, customer reviews, social media sentiment, and industry rankings.
Reputation score example: A hotel chain uses a reputation management platform that aggregates reviews from multiple travel sites, social media mentions, and traditional media coverage to generate a monthly reputation score, allowing them to track changes over time and benchmark against competitors.
Retargeting, also known as remarketing, is a form of online advertising that involves serving ads to people who have already visited a website or engaged with a brand. It aims to re-engage potential customers who showed initial interest but did not convert.
Retargeting example: An e-commerce site uses retargeting to show ads featuring products that a user viewed on their site but didn’t purchase, displaying these ads as the user browses other websites or social media platforms.
Return on Investment (ROI) in PR is a performance measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of several different investments. It measures the amount of return on a particular investment, relative to the investment’s cost.
Return on investment (ROI) example: A company invests $50,000 in a PR campaign that results in $200,000 worth of earned media coverage and a 15% increase in sales. The ROI would be calculated by subtracting the cost from the gain, dividing by the cost, and multiplying by 100: ((200,000 – 50,000) / 50,000) x 100 = 300% ROI.
A Satellite Media Tour (SMT) is a series of consecutive interviews conducted via satellite with multiple media outlets in different markets. It allows a spokesperson to reach numerous audiences across various locations without traveling to each station.
Satellite media tour (SMT) example: A celebrity chef promotes her new cookbook by conducting 20 back-to-back interviews with morning shows across the country from a single studio in New York, reaching millions of viewers in just a few hours.
Scalable content refers to content that can be easily adapted, repurposed, or expanded to reach different audiences or serve various purposes without requiring significant additional resources or complete recreation.
Scalable content example: A software company creates a comprehensive white paper on cybersecurity best practices, which is then scaled into a series of blog posts, infographics, social media content, and a webinar, maximizing the reach and impact of the original content across multiple channels.
Semantic SEO is an approach to search engine optimization that focuses on the meaning behind search queries rather than just keywords. It aims to understand user intent and provide content that best matches that intent, often using related terms and concepts.
Semantic SEO example: A travel website optimizing for “best beaches in Hawaii” includes information about specific beaches, water activities, nearby accommodations, and local cuisine, addressing various aspects of what users might be looking for when searching for Hawaiian beaches.
Sentiment analysis is the process of determining the emotional tone behind a series of words, used to gain an understanding of the attitudes, opinions and emotions expressed within an online mention, social media post, or other text.
Sentiment analysis example: After launching a new product, a company uses sentiment analysis tools to categorize social media mentions as positive, negative, or neutral, helping them quickly identify and address any emerging issues or capitalize on positive feedback.
Search Engine Optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. It involves optimizing website content, structure, and external factors to rank higher in search engine results pages.
SEO (Search Engine Optimization) example: A local bakery improves its SEO by optimizing its website with location-specific keywords, creating content about popular local desserts, and encouraging customer reviews, resulting in higher rankings for searches like “best cupcakes in [city name].”
Share of voice is a measure of the market your brand owns compared to your competitors. It often refers to the percentage of all online content and conversations about your industry that mention or involve your brand.
Share of voice example: In an analysis of social media conversations about smartphones, Brand A has a 40% share of voice, Brand B has 35%, and Brand C has 25%, indicating Brand A’s dominance in online discussions within the industry.
SMART goals in PR refer to objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound. This framework helps PR professionals set clear, actionable goals that can be effectively evaluated.
SMART goals in PR example: A PR team sets a SMART goal: “Increase positive media mentions of our sustainable practices by 25% in top-tier publications within the next six months, as measured by our media monitoring software.”
Social impact communications involve strategies and messaging that highlight an organization’s efforts to create positive change in society. It focuses on communicating initiatives related to corporate social responsibility, sustainability, and community engagement.
Social impact communications example: A multinational corporation develops a communications campaign to showcase its commitment to reducing plastic waste, highlighting partnerships with environmental NGOs, employee volunteer programs, and product innovations that use recycled materials.
Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand and industry online. It goes beyond social media monitoring by not just tracking mentions and comments, but also analyzing them for insights to make better marketing decisions.
Social listening example: A fast-food chain uses social listening tools to track conversations about their new plant-based menu items, identifying common praise, criticisms, and suggestions, which inform product improvements and marketing strategies.
A social media crisis is a situation where negative content about a brand spreads rapidly on social media platforms, potentially damaging the organization’s reputation. It often requires swift and strategic response to mitigate harm.
Social media crisis example: A video of a customer being mistreated at a retail store goes viral on Twitter, prompting widespread criticism of the brand. The company’s PR team quickly issues an apology, outlines concrete steps to address the issue, and engages directly with concerned customers to manage the crisis.
Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. In marketing and PR, it’s often used to show that others approve of a product, service, or brand.
Social proof example: An e-commerce site displays customer reviews and ratings prominently on product pages, and showcases logos of well-known clients on their homepage to provide social proof of their credibility and quality.
Soft news refers to journalism or media content that is more entertaining or personally relevant to the audience, as opposed to hard news which focuses on serious, often political topics. Soft news often includes human interest stories, lifestyle pieces, and celebrity news.
Soft news example: A morning news show includes a segment on the latest fashion trends for the upcoming season, featuring interviews with local designers and a runway showcase, providing lighter content alongside more serious news stories.
A sound bite is a short, memorable phrase or sentence that captures the essence of a longer message, often used in broadcast media. Effective sound bites are concise, impactful, and easily quotable.
Sound bite example: During a press conference about climate change, an environmental activist states, “The cost of inaction is far greater than the cost of action,” providing journalists with a powerful sound bite that encapsulates their message.
A spokesperson is an individual chosen to represent a company, organization, or cause and communicate on its behalf to the media and public. They are often the face and voice of the entity during interviews, press conferences, and other public appearances.
Spokesperson example: A major airline designates their Chief Communications Officer as the primary spokesperson during a crisis situation, ensuring consistent and authoritative messaging across all media interactions.
Sponsorship is a form of marketing in which a company provides financial or in-kind support to an event, person, or organization in exchange for exposure and association with their brand. It can help build brand awareness, credibility, and positive public perception.
Sponsorship example: A sports drink brand sponsors a major marathon, providing hydration stations along the route, branded merchandise for participants, and prominent logo placement on race bibs and finish line banners, associating their product with athletic performance and health.
Spin refers to the practice of presenting information in a way that creates a desired interpretation or perception, often by emphasizing certain aspects of a story while downplaying others. While sometimes viewed negatively, skilled PR professionals use ethical spin to highlight positive truths without misrepresenting facts.
Spin example: After lower-than-expected quarterly earnings, a company’s PR team focuses communications on strong growth in emerging markets and exciting upcoming product launches, framing the results as a temporary setback in an otherwise positive long-term trajectory.
A stakeholder is any individual, group, or organization that has an interest in or is affected by an organization’s actions. This can include employees, customers, shareholders, suppliers, community members, and government entities.
Stakeholder example: When planning a new factory, a manufacturing company identifies local residents, environmental groups, employees, and local government officials as key stakeholders, engaging each group to address concerns and build support for the project.
A storytelling arc in PR is the narrative structure used to convey a message or brand story. It typically includes elements such as setting, characters, conflict, rising action, climax, and resolution, designed to engage audiences emotionally and make messages more memorable.
Storytelling arc example: A tech startup shares its origin story using a classic storytelling arc: the founders’ frustration with a common problem (setting/conflict), their innovative solution idea (rising action), challenges in bringing it to market (climax), and ultimate success in helping customers (resolution), creating an engaging narrative that resonates with their audience.
A subject matter expert (SME) is an individual with deep knowledge and expertise in a specific field or topic. In PR, SMEs are often used as spokesppeople or sources for media interviews, providing credibility and in-depth insights on complex topics.
Subject matter expert example: A cybersecurity firm positions their Chief Technology Officer as a subject matter expert on data privacy, securing her regular appearances on news programs and tech podcasts to discuss emerging threats and best practices, enhancing the company’s reputation as an industry leader.
Sustainability communications refer to strategies and messages that convey an organization’s environmental, social, and governance (ESG) initiatives and commitments. It involves transparently sharing information about sustainable practices, goals, and progress.
Sustainability communications example: A global coffee chain produces an annual sustainability report detailing its efforts in ethical sourcing, reducing waste, and supporting coffee-growing communities, complemented by regular social media updates and in-store messaging about specific initiatives.
Syndication is the practice of making content available for use by multiple outlets simultaneously. In media, this often involves distributing articles, columns, or programs to various publications or stations.
Syndication example: A popular health and wellness columnist syndicates their weekly article to 100 regional newspapers across the country, significantly expanding their readership and influence.
Talking points are concise, key messages prepared for use in interviews, speeches, or other communications. They help ensure consistency in messaging and focus on the most important aspects of a topic.
Talking points example: Before a product recall announcement, a company prepares talking points for its spokesperson, including the reason for the recall, steps being taken to address the issue, and how customers can get support, ensuring clear and consistent communication across all media interactions.
A target audience is the specific group of people identified as the intended recipients of a message, product, or service. In PR, understanding and defining the target audience is crucial for crafting effective communications strategies.
Target audience example: A new plant-based protein brand identifies its target audience as health-conscious millennials in urban areas, allowing them to tailor their messaging, choose appropriate media channels, and design packaging that appeals to this specific group.
Thought leadership involves positioning an individual or organization as an authoritative voice and trusted expert in their field. It’s achieved through sharing innovative ideas, insights, and expertise that shape industry conversations and influence decision-makers.
Thought leadership example: A financial technology company establishes thought leadership by publishing research reports on emerging payment technologies, having its CEO speak at major industry conferences, and contributing expert articles to respected business publications.
Tone of voice in communications refers to the personality and emotion conveyed through written or spoken words. It helps establish brand identity and affects how messages are perceived by the audience.
Tone of voice example: A children’s toy company adopts a playful and energetic tone of voice in all its communications, using colorful language and fun phrasing in everything from product descriptions to social media posts, reinforcing its brand identity as creative and child-friendly.
A trade publication is a magazine or newspaper that caters to a specific industry or professional group, providing specialized news, analysis, and advertising relevant to that field.
Trade publication example: A manufacturing company places a technical article about their new robotics technology in “Automation World,” a trade publication read by factory managers and engineers, reaching a highly targeted and relevant audience.
Transparency in communications refers to the practice of being open, honest, and clear in all interactions with stakeholders. It involves sharing both positive and negative information, admitting mistakes, and providing context for decisions and actions.
Transparency in communications example: Following a data breach, a tech company practices transparency by promptly notifying affected users, clearly explaining what happened, detailing steps taken to prevent future incidents, and providing regular updates on the situation.
Trend analysis in PR involves examining patterns and changes in public opinion, media coverage, or industry developments over time. It helps organizations anticipate shifts and adapt their strategies accordingly.
Trend analysis example: A fashion retailer conducts regular trend analysis of social media conversations and fashion blog content, identifying emerging style preferences and sustainability concerns, which inform their product development and marketing strategies.
Two-way communication in PR refers to a dialogue between an organization and its stakeholders, where both parties have the opportunity to share information, provide feedback, and influence each other.
Two-way communication example: A city government uses a combination of town hall meetings, online surveys, and social media Q&A sessions to engage citizens in two-way communication about a proposed urban development project, gathering input and addressing concerns throughout the planning process.
Unique visitors per month (UVM) is a metric that measures the number of individual users who visit a website within a month, regardless of how many times they visit. It’s used to gauge the reach and popularity of a website.
Unique visitors per month (UVM) example: A corporate blog sees its UVM increase from 50,000 to 75,000 after implementing a new content strategy and SEO improvements, indicating a significant growth in its audience reach.
User-generated content (UGC) refers to any form of content created by consumers or end-users of a product or service, rather than by the brand itself. This can include reviews, social media posts, videos, and more.
User-generated content example: A travel company encourages customers to share photos of their vacations on Instagram using a branded hashtag, then features the best user-generated images on their website and in marketing materials, providing authentic visual testimonials.
A video news release (VNR) is a pre-packaged news story created by a PR professional or organization and distributed to television stations for potential broadcast. It typically includes b-roll footage, interviews, and a suggested script.
Video news release (VNR) example: A pharmaceutical company produces a VNR about a new drug breakthrough, including lab footage, patient testimonials, and expert interviews, which is then distributed to news stations for use in health segments.
Viral content refers to online material, such as videos, images, or articles, that quickly spreads through social media and other online platforms, often shared by users rather than through paid promotion.
Viral content example: A small bakery’s time-lapse video of an intricate cake decoration process unexpectedly goes viral on TikTok, garnering millions of views and shares, significantly increasing the shop’s visibility and customer base.
Viral marketing is a strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.
Viral marketing example: A streaming service creates a meme generator based on scenes from their new comedy series, encouraging users to create and share personalized memes on social media, resulting in widespread, user-driven promotion of the show.
Virtual reality in PR involves using immersive, computer-generated experiences to engage audiences, showcase products or services, or tell compelling stories about a brand or cause.
Virtual reality (VR) in PR example: An aerospace company uses VR at a trade show to give attendees a virtual tour of their latest aircraft design, allowing them to explore the cabin and cockpit in an immersive 3D environment.
Visual storytelling is the use of images, videos, infographics, and other visual elements to convey a narrative or message. It’s an effective way to engage audiences and communicate complex information quickly and memorably.
Visual storytelling example: An environmental nonprofit creates a series of infographics that visually depict the journey of plastic waste from consumers to the ocean, effectively illustrating the impact of single-use plastics and inspiring action.
A white paper is an authoritative, in-depth report on a specific topic that presents a problem and provides a solution. In PR and marketing, white papers are often used to demonstrate thought leadership and expertise.
White paper example: A cybersecurity firm publishes a white paper on emerging threats in cloud computing, offering detailed analysis and recommendations, which is then used to generate media coverage and sales leads among potential enterprise clients.
A wire service is a news agency that gathers and distributes news to subscribing media organizations. In PR, wire services are often used to distribute press releases and other announcements to a wide range of media outlets simultaneously.
Wire service example: A multinational corporation uses a major wire service to distribute its quarterly earnings report, ensuring that the financial data and accompanying press release reach thousands of news outlets and financial analysts simultaneously.
Word-of-mouth marketing is a strategy that encourages and incentivizes customers to talk about a company’s products or services to their friends and family. It leverages the trust people have in personal recommendations.
Word-of-mouth marketing example: A meal kit delivery service offers existing customers a free week of meals for every new customer they refer, encouraging satisfied customers to recommend the service to their friends and colleagues, driving organic growth through personal endorsements.