Public Relations Glossary
25 essential terms — because precise language is the foundation of clear thinking in Public Relations.
Showing 25 of 25 terms
The ability of the media to influence the importance placed on topics by the public through the selection and emphasis of issues.
A standardized description of an organization included at the end of press releases, providing consistent background information.
The commercial value derived from public perception and reputation of a brand name, influenced by PR and communication efforts.
The overarching function managing all internal and external communication to maintain a consistent organizational voice and image.
Strategic communication efforts undertaken during an emergency or reputational threat to manage public perception and minimize damage.
Media coverage obtained through editorial merit and newsworthiness rather than paid placement.
An agreement that information provided to media will not be published before a specified date and time.
The way information is structured and presented to influence how audiences interpret and understand an issue or message.
The process by which media professionals decide which stories, information, and perspectives are published or broadcast.
A strategic approach that coordinates all communication channels and tools to deliver a unified, consistent message across all touchpoints.
Communication directed toward employees and internal stakeholders to keep them informed, engaged, and aligned with organizational goals.
The proactive process of identifying, monitoring, and addressing emerging trends and public concerns before they become crises.
A collection of materials provided to journalists to facilitate coverage, typically including press releases, fact sheets, bios, and images.
The practice of building and maintaining relationships with journalists and media outlets to secure favorable coverage.
Communication channels controlled by an organization, such as websites, blogs, newsletters, and branded social profiles.
A media framework categorizing channels into Paid, Earned, Shared, and Owned media for integrated communication planning.
A formal written statement distributed to media to announce newsworthy information, following a standardized journalistic format.
The area of PR focused on managing relationships with government entities, legislators, and regulatory agencies.
The ongoing effort to monitor, influence, and maintain how an organization or individual is perceived by the public.
The practice of presenting information in a biased or favorable way to influence interpretation, often carrying a negative connotation.
Any individual, group, or entity that is affected by or can affect the actions and outcomes of an organization.
A strategy for establishing expertise and authority by producing and sharing original insights, research, and informed commentary.
The practice of openly sharing information with stakeholders, considered a foundational ethical principle in modern public relations.
Grunig's model of excellence in PR where organizations and publics engage in genuine, balanced dialogue to reach mutual understanding.