From PR newbies to PR pros: Understanding the key terms for effective communication in Public Relations
Public relations (PR) is a field with its own set of terms and terminology. Here are some top PR terms and their definitions:
Public Relations (PR)
The strategic communication process aimed at building and maintaining a positive image and reputation for an organization or individual.
Media Relations
The practice of developing and maintaining relationships with members of the media (journalists, editors, reporters) to generate positive media coverage for a client or organization.
Press Release
A written communication distributed to the media and other stakeholders to announce news, events, or updates related to an organization or individual.
PR Pitch
A concise and persuasive presentation of an idea, story, or angle to journalists or influencers in the hopes of getting media coverage.
Crisis Communications
The process of managing and responding to a public relations crisis or emergency situation that could damage an organization’s reputation.
Brand Image
The perception or impression that people have of a brand or organization, influenced by PR efforts and public opinion.
Media Kit
A package of promotional materials and information about an organization, often provided to journalists and media outlets.
Spokesperson
A designated individual who communicates on behalf of an organization or brand, especially during media interactions.
Key Messages
The core talking points or statements that an organization wants to convey to its target audience or the public.
Earned Media
Media coverage or publicity that is gained through PR efforts rather than paid advertising.
Community Relations
Activities and initiatives aimed at building positive relationships with a local community or specific stakeholder groups.
Public Affairs
PR efforts focused on influencing government policies and regulations or engaging with government agencies and officials.
B2B PR
Public relations strategies and tactics tailored to target business-to-business audiences rather than consumers.
Media Monitoring
The process of tracking and analyzing media coverage to gauge the effectiveness of PR campaigns and to stay informed about public sentiment.
Thought Leadership
Establishing oneself or an organization as an authority or expert in a particular industry or field through PR activities.
Stakeholder
Any person or group with an interest in or influence over an organization’s actions, including employees, customers, investors, and the community.
Publicity Stunt
A planned and often attention-grabbing event or action designed to generate media coverage and public attention.
These terms are just a starting point, as the field of public relations is dynamic, and new terminology may emerge over time as technology and communication practices evolve.