P R Word Book

 Friends, Thank you very much for taking out time from your busy schedule to read my blog(s). Sharing knowledge with you has become my passion now. I feel encouraged after reading your feedback in the comments column. 

Friends, it took more than a month to give final shape to this blog. Since there is no such source where one could get all the key terms used in PR, hence decided to create “PR Word Book” on the lines of first ever “BRAND Word Book” having 82 words related to BRAND created earlier by yours truly.   

Today I’m very happy to present my 97th Blog and first ever “P R Word Book” having 250 words for your reading please.

• ·         Activation: Driving a campaign from the grassroots up; involving consumers with the brand so they have a personal experience and can form their own perceptions rather than pushing down from the company to the consumer
• ·         Advertising: Paid placements about an offering that inspires a response i.e. call to action by the recipient of the message. It is also garnering attention for a product, business, or campaign through a paid announcement whether it is in print, broadcast i.e. TV, Radio, Out of Home, Digital i.e. Online channels with the goal of attracting public attention to promote a product, service, cause, or brand. The difference between advertising and PR is that the former is a paid space while the results in public relations are earned through providing the media with information and getting coverage “organically”.
• ·        Advertorial: An advertorial is an advertisement or sponsored content that provides detailed information about a product or service in the style of an editorial or objective journalistic article. It’s an ad written in the form of an objective opinion editorial, and presented in a printed publication, designed to look like a legitimate and independent news story.
• ·  Affiliate: Third-party sites or printed publications which source and run stories from other media organizations but which may not be part of the same operating company or group, often in overseas markets.
• ·         Agency on record: An organization’s primary PR agency.
• · Angle: A specific emphasis or focus used for a news story that is presented to the media. The story’s perspective is usually determined by the publication type, the audience, goals you want to achieve and the channel. 
• ·         AP style: A preferred style for drafting, reviewing and editing all written public relations copy. AP Style i.e. “Associated Press Style”  provides guidelines for grammar and citations in news writing. It's the style guide most newspapers, magazines, and other media outlets use, so this style is a must-have for anyone who wants to work in journalism or media writing.
• ·         Audience: A group of listeners or spectators who may receive a message but otherwise have no common connection with one another.
• ·    Audience engagement: Way to engage with consumers of the things an organisation produce, typically via social media platforms. It is a form of public relations that invites consumers to participate in, distribute, and influence the messaging behind the brand. The most successful audience engagement strategies require publicists and creatives who can build campaigns around media that is interactive and easily shareable among consumers.
• ·         Audio news release (ANR): A pre-recorded audio publicity or news announcement to broadcast over the radio. An ANR usually contains spot news or an organization’s reaction to spot news or a current issue.
• ·         Augmented reality: A term used to describe the blending of the virtual world with reality; virtual character, images and information are perceived to be a part of the world that actually exists.
• ·         Authoritative writing: Authoritative writings are usually bylined articles or blogs by an expert on a topic. Such writings should be original, authentic, bring something to the table, be engaging and present the author(s) as a thought leader.
• ·         Awareness: Message impact, attitude, and behavior changes that may have resulted from a PR activity. This is usually measured via surveys or focus groups but can also be obtained through general feedback received after a particular PR activity.
• ·         Back link: A link from one website to another. It is link to a particular website hosted by a different website domain. Back links are usually used in articles or blog posts and can increase traffic back to your website. Search engines, such as Google, use backlinks as a way to rank websites.
• ·         Backpack journalist: An emerging breed of reporter who files content on multiple platforms; these may include: print, motion/video, blog/digital and social.
• ·         Big data: A data set that cannot be measured or analyzed with traditional database management skills due to its complexity and enormousness; may also refer to a large data set containing valuable customer information
• ·         Biography: Overview or summary of a person’s professional career, current role, professional objectives and personal situation in reference to their own career-building, be it personal or in business.
• ·         Blogosphere: A network of interconnected blogs, forming a community; at times used to reference the internet as a whole.
• ·      Boilerplate: A standard appendix which goes at the end of a press release. It should begin with an “About Section” which gives one or two short paragraphs about the organisation; a statement which echoes any pre-existing text that already have a mention on organization’s brochure or on the web site. Many organizations include metric information such as number of customers, employees, growth figures, mission statement, awards and recognitions, and a brief description of the organization.
• ·         Brand: A product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. Brand is a name of the distinctive product, service or concept. Brand is an identifying symbol, logo, word, tagline, or set of features that organizations use to distinguish their products from others.
• ·         Brand activism: An act of taking a stand to help drive change in social, political, economic, and environmental issues that a society faces. Brands may choose to support these causes through statements of solidarity or pledges of action.
• ·         Brand advocate: An individual who has a positive experience with a brand to the extent they recommend or speak favorably of that brand within their personal communities.
• ·         Brand ambassador: Any person, who can represent a brand because of his or her interests, lifestyle, or personality matches with the brand’s values. The idea behind choosing a brand ambassador to be the face of a brand is to increase brand awareness.
• ·         Brand archetype: Categorization of traits and characteristics that are intrinsic to human nature and remain consistent over time. In branding, archetypes can be used to reflect the personality of a brand and engage with specific consumer personas. There are twelve brand archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage.
• ·         Brand awareness: The extent to which consumers are aware of or recognize a particular product or service.
• ·         Brand narrative: The story of a company brought to life through a series of milestones illustrated by print, multimedia and/or digital channels.
• ·         Branding: Process of creating and disseminating the brand name, its qualities and personality. It allows a brand to build relationships with its audience, which can eventually turn them into loyal customers.
• ·         Brand consistency: The way in which a brand delivers their messages in line with their values, visual identity and strategy, across channels and over time. Brand consistency fosters brand awareness and trust. 
• ·         Brand journalism: The tactic that implies bypassing traditional media outlets and conveying brand’s story using journalism-style writing. This technique is rooted in the belief that consumers are wary of advertising or marketing copy and tend to stay away from anything that doesn’t sound authentic. Through this tactic, brands acknowledge the importance of elaborating engaging narratives and delivering them through multiple channels and platforms in order to showcase the organization’s value from a different angle. 
• ·         Brand messaging: It refers to the underlying brand message an organisation wish to bring across, and the language and tone it wants to use. Brand messaging can be split in either Product & Service messaging or Campaign messaging.
• ·         Bridging: Technique used during press interviews which allows the interviewee to steer away from negative questions or unfavorable conversation back to their key messages. It is important that a spokesperson acknowledges the reporter’s question before transitioning or bridging back to their messages. 
• ·         Brief: Instructions given by the authorized person to the person responsible for writing press release. The brief should cover the communication objective, key message, product and brand info and any other information crucial for writing an exceptional press release.
• ·         Bullet points: Items in a news release or other communication document that are set off from the rest of the text by typographical, circular marks, or “bullets;” symbols to show importance or make the text easier to read.
• ·         Buyer’s journey: The term buyer’s journey is used to describe the process consumers go through as they research a product or service before making a final purchase decision. This process typically has three steps: 1. Awareness: The beginning of this process is marked by a prospect experiencing a problem. 2. Consideration: Once the problem has been identified, the prospect begins to research potential solutions to this problem. 3. Decision: The final stage consists of prospects identifying a solution to the problem they experience and are close to making a purchasing decision. 
• ·         Byline: Content on a publication where the author's name is featured. Byline is usually placed at the beginning of the content or at the end, as a signature to give credit to the person who has written the article.  Byline is a way to demonstrate to an audience that the brand or leader is an expert in a specific topic. The topic typically relates to an area of expertise in which the subject matter expert/thought leader is influential. Bylines are used as part of a robust media relations campaign and are often preferred by media and PR agencies as they are readily available and easy to publication. Bylines provide organizations with the opportunity to communicate key messages and have control over content.
• ·         Bylined article: A term used in public relations to describe an article authored by a client; often recommended in B2B PR as an opportunity for an organization’s leadership to demonstrate thought-leadership within the industry.
• ·         Calendar listing: A calendar listing is a tool used to get a free listing of an event or program mentioned by media outlets that provide information for upcoming events to their audience. Calendar listings are issued in advance of an event to increase awareness and attendance.
• ·         Call to action: Call to action is a sentence or visual that is used to persuade a viewer, reader, or listener to perform a specific act e.g. click here, contact us, visit us etc..
• ·         Capacity building: Working with clients to improve and develop the skills and knowledge of their internal teams, which will support them in delivering future communication and engagement activities.
• ·         Caption: The textual information below a picture, illustration or graphic which describes it; also called Cutline.
• ·         Case study: A detailed, in-depth examination of work an organization has completed for a client that emphasizes the objectives, processes, solutions applied and results achieved. 
• ·         Cause marketing: Task of establishing a connection between the organization and the community, enhancing and maintaining its public profile, by focusing on a particular cause or activity of public concern, corporate social responsibility and or ESG initiatives i.e. environmental, social and governance.
• ·         Circulation: The total number of copies distributed by a specific print publication. The copies are made readily available for readers, through news-stand or subscription.
• ·         Coherence messaging: Effective alignment of all of corporate communications to the public via the media across all of the communication channels viz. radio, television, newspaper, magazine, out of home or online.  It is the combined ‘punch’ of a collection of media messages heading in the same direction, the strength of which is retained by keeping the messages together.
• ·         Collateral PR: An unsolicited media placement as a result of someone else’s coverage; may occur when a product or service is compared favorably to a competitor’s in an editorial.
• ·         Comment marketing: The process of identifying relevant blogs, news articles and forum conversations where companies can appropriately inject their message into the conversation and increase backlinks.
• ·         Communication objective: The actual reason for writing the press release, and the strategic and tactical missions of the business which the press release is supposed to support.
• ·         Communication competitive analysis: A comparison of an organization to its competitors in terms of brand positioning and messaging, choice and capabilities of spokespersons, visibility through thought leadership, online presence, awards and other  public facing aspects of the organization.
• ·         Communication diffusion: Communicating and spreading an innovative idea within a given social space or community.
• ·         Community relations: PR activities responsible for building relationships with constituent publics i.e. citizens and focus groups such as schools, charities, clubs and activist interests of the neighborhoods or area(s) where an organization operates.
• ·         Communication strategy: A written plan that effectively accomplish specific objectives by determining key aspects of communication. Essentially, it outlines what we talk about, how we talk, who we should talk to and where we find that audience.
• ·         Competitive analysis: It helps in understanding where a particular brand stands in relation to the competition.
• ·         Comparative ad equivalency: It measures the financial value of the media coverage an organization received because of its PR campaign. It compares what it would have cost to advertise in the same media space, whether it is print, broadcast, out of home or online.
• ·         Consumer behavior:  The study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.
• ·         Consumer relations: Consumer relations are how a business communicates with its target audience. Business uses consumer relations to build positive impressions about their brand, services, products or goods.
• ·         Content connectivity: Strategy to connect the entire content across the corporate communication department (CCD) including IMC. It’s a key inbound strategy that increases awareness and draws traffic from important audiences.
• ·         Content curation: Gathering and collating online digital content, about a specific subject or category, from a variety of sources/channels and presenting and delivering in an organized way; may be in the form of videos, articles, pictures, audio, etc.
• ·         Content management system (CMS): System software that allows users to modify, manage and publish content on a website or blog, without having to write code.  
• ·         Content marketing: A marketing strategy based on creating relevant and valuable content to attract and retain an audience, ideally organic; an act of curating or creating valuable thought leadership content and sharing it across channels such as organization’s website, email marketing, direct communications, social media sites, etc. It includes marketing of created online material such as videos, blogs, and social media posts that do not directly promote a brand, but are intended to peak general interest in a specific product and/or service.
• ·         Controlled communication channels: Communication channels, media and tools that are under direct control of the sender e.g. paid advertising, newsletters, brochures, direct mailers, website and blog, leaflets, organizational broadcasts and podcasts, intranets, teleconferences and videoconferences, meetings, speeches and position papers.
• ·         Copywriting: Production of text for persuasive purposes like advertising, websites, social media channels, etc. 
• ·         Corporate blogging: A communication tactic through which an organization create content based on industry news, expert tips and organization’s news in order to engage its target audience. It can also be a forum for the organization’s top executives to establish themselves as thought leaders as they discuss topics that are deemed interesting by customers. 
• ·         Corporate communications: Corporate communications is just another term for Corporate PR. It involves keeping a good corporate image in the public eye, and using different media channels to do so. These channels can also be used to relay important information that involves an organization to the public, as well as a means to start a conversation between an organization and the public. It also consists of a set of activities an organization orchestrates in order to reach internal audiences i.e. employees and board members and external publics i.e. customers, competitors, and the government in order to achieve a favorable image. 
• ·         Corporate social responsibility (CSR): Continuing commitment by businesses to integrate social and environmental concerns in their business operations.
• ·         Corrigendum: Acceptance of mistake by a publication; usually a typo, incorrect designation, incorrect picture, etc..
• ·         Cost per mile (CPM): A marketing acronym of cost-per-mile used to represent the price of 1,000 advertisement impressions on one webpage. For example, if a website publisher charges Rs.10 per CPM, that means an advertiser must pay Rs.10.00 for every 1,000 impressions generated by an ad display.
• ·         Counseling: Advising management concerning policies, relations and communications.
• ·         Coverage: It’s a total sum of news clippings or space in news publications such as an article, blog post, or story that mentions a brand. 
• ·         Creatives:  Images, videos, audio, and other formats that get delivered to users.
• ·         Creative brief:  Document that outlines the creative approach and deliverables for a PR campaign.
• ·         Creativity: The ability to think about a task or a problem in a new or different way, or the ability to use the imagination to generate new ideas.
• ·         Crisis communication: Protecting and defending an individual or organization facing a public challenge to its reputation. These challenges can involve legal, ethical or financial standing. It addresses a high level of media scrutiny that has the potential of causing reputation issues for a brand. It involves a strategic management plan designed to mitigate risk and provide a public response meant to maintain a positive brand reputation. As opposed to risk management, crisis communications or management deals with events that have already occurred. PR has an important role to play in crisis management as its practice revolves around mediating between different publics and stakeholders. 
• ·         Crowd sourcing: The practice of generating needed services, ideas, or content from contributions by a large group outside of an organization, especially from the online community.
• ·         Cue sheet: Briefing notes to help a spokesperson prepare for an interview with a journalist; cues should cover the issues that are likely to arise in the interview and the correct approach for commenting on them.
• ·         Customer engagement: Refers to the engagement of customers interacting with one another, with a company or a brand.
• ·         Customer relations management (CRM): CRM allows us to organize and manage our contacts and related information. It helps us in getting a better overview of all our contacts.
• ·         Customer service: the interaction between the buyer of a product and the company that sells it. Good customer service is critical to business success, ensuring brand loyalty one customer at a time.
• ·         Dark social: It describes the “invisible” or unmeasurable shares that occur through channels like messengers, email, and text. This referral system does not allow marketers to understand where the traffic actually comes from, since it will only appear as “direct” traffic to them. 
• ·         Data driven communication: A communication approach that uses data to determine targeting, timing and content of the strategy.
• ·         Digital divide: Used to describe the inequality between groups in terms of their access to digital forms of technology.
• ·         Digital marketing: The use of digital channels to market products and services in order to reach consumers. This type of marketing involves the use of websites, mobile devices, search engines, social media and other similar channels. 
• ·         Diligence: The persistence, believability and honesty of our approach to on-going management of the company’s market position, or in the case of an individual, their public reputation.
• ·         Dipstick survey: A quick survey to gauge ideas, reactions and opinions on a subject. Done with a small but select sample to get a quick, effective view on a person, company, product or situation; usually aimed at media or top influencers.
• ·         Due diligence: The investigation or exercise of care that a reasonable business or person is normally expected to take before entering into an agreement or contract with another party or an act with a certain standard of care. 
• ·         Earned media: It is free publicity gained through PR efforts.  It is completely separate from paid media such as advertising because it is unpaid; third-party content that mentions about brand, products, services or individuals typically obtained through media relations. Such types of coverage are earned through pitching of the stories and mutually beneficial relationship with the target media.
• ·         Editorial calendar: An editorial calendar is a schedule of topics to be covered by a publication over a period of time or say for the entire year. It provides PR professionals with the appropriate timing to reach out to an editor about a specific story hence it’s a visual roadmap for PR and communications teams to schedule their content on a daily, weekly, or monthly basis. The calendar can guide PR teams when it comes to both traditional PR such as press releases, events, interviews, and also online content such as social media posts, blog posts, podcasting, etc..
• ·         Electronic press kit (EPK): EPK is used in the music industry. It is a digital downloadable collection of assets that includes basic information about the artists or their band. EPK often include high resolution images, videos, music clips and other resources. This tool allows the artist or the band to make a long-lasting impression on labels, agents, promoters, venues and journalists.
• ·         Embargo: It usually entails providing an advance copy of an important press release or other information to the media with the explicit understanding that they will not release the story to the public until a specified date and time. An embargo is an agreement between two parties because it’s sharing of unannounced, relevant information between a PR professional and the media that cannot be published before an agreed upon time and date.
• ·         Employee relations: Activities designed to build sound relationships between an organization and its employees. It is a critical element in fostering positive opinions and behaviors of employees as ambassadors for the organization.
• ·         Engagement: The total number of interactions with a content or communication. Types of interactions include likes, comments, shares, views, etc.
• ·         Exclusive: When a particular media outlet has been given the opportunity to be the first to break a story. It is the only outlet to get the interview. Many journalists insist on exclusives. In some instances, an exclusive also means that this is the only outlet to cover the particular story. Exclusives are typically given to larger publications as they have a greater reach. When a publication takes an exclusive, there is an understanding that the news won’t be shared with others until the original publication posts a story.
• ·         Experts guide: An experts guide is a compilation of relevant information on experts and spokespeople within a client’s business, packaged for journalists; may include: brief bios on each expert, headshots, information on his or her area of expertise, etc.. Exposure: The extent to which the target audience becomes aware of a person, message, activity, theme or organization through the efforts of PR.
• ·         External communication: It refers to the variety of techniques used by an organization to reach audiences that are not closely related to the organization but still affect it. These audiences include customers, media, suppliers, governments, industry leaders, competitors, among others. The goal of external communication is to achieve a favorable image and strengthen relationships with strategic audiences. 
• ·         FOMO: An acronym for “fear of missing out.” Some consumer PR campaigns are strategically designed to propel consumers into action by creating a “fear of missing out” on the product or opportunity.
• ·         For attribution & not for attribution: For attribution means “speaking on the record”. Essentially, the information the source provides is to be quoted and attributed to the person making the statement. Not for attribution is when information is provided to the media with information that can be quoted or used, but that same information cannot be attributed to the person or the source providing the information.
• ·         Findability: Degree of accessibility to any information. It relates to how easily information is found, both from outside a website and also by users already on a website. 
• ·         Financial relations: An aspect of PR, also known as investor relations or shareholder relations, responsible for building relationships with investor publics including shareholders/stockholders, potential investors, financial analysts, the financial markets i.e. stock exchanges and commodities exchanges, and the Securities & Exchange Board of India.
• ·         Fundraising: The process of asking for and gathering contributions by requesting donations/gifts from individuals, businesses, charitable foundations, or a related government agency.
• ·         Ghost writer: A person who writes a speech, blog post or newspaper article for another individual and attributes the piece to that individual.
• ·         Government relations: An aspect of relationship building between an organization and government at local, state, and/or national levels, especially involving flow of information to and from legislative and regulatory bodies. The goal often is to influence public policy decisions compatible with the organization’s interests. Government relations involve dealing and communicating with legislators and government agencies on behalf of an organization.
• ·         Green washing: A PR tactic with the goal of presenting an organization’s goals and policies as environmentally friendly.
• ·         Headline: A short, concise and catchy description of an article, press release, blog, or other written communication too. The headline must entice the recipients to read the news story or blog.  
• ·         Impressions: The number of persons that have potentially viewed a piece of communication in print, electronic or online media.
• ·         In-bound PR: It combines PR’s core strength in terms of content creation and marketing’s strategic execution, including numbers and measurement.
• ·         Inflammatory communications: Any items of information contained within the holding statement that can aggravate the situation. A well-written holding statement should contain zero potentially inflammatory nuggets of information or acceptance of situational conditions.
• ·         Influencers: Bloggers, journalists, and experts who are thought-leaders in their particular fields. These are the people on whom the customers trust and go to for information. 
• ·         Influencer marketing: Marketing tactic which uses endorsements and product mentions from influencers to create awareness and increase sales. Influencers are individuals who have amassed a large social following and are considered experts within their own niche. Influencers have become increasingly popular and can include celebrities, social media stars or bloggers.
• ·         Integrated campaign: A multidisciplinary approach which uses a number of marketing communications techniques in order to deliver a consistent set of messages. The aim is to achieve seamless communication with the audience.
• ·         Integrated communication program: A coordinated communications program encompassing a variety of channels potentially including media relations, direct marketing, social media, websites, blogs, direct and experiential marketing, stunts, events, sponsorships, community relations, etc..
• ·         Integrated marketing communication: A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization is relevant to that person and consistent over time. In simple words integrated marketing communication is a strategy for delivering a unified message across all the marketing channels a brand uses. It provides consistency wherever customers choose to interact with an organization.
• ·         Internal communication: It consists of a wide range of activities and tactics used by an organization to reach audiences inside the organization, such as employees, board members, management and shareholders. The purpose of internal communication is to maintain a flow of information among the people within an organization and push them towards achieving a common goal.
• ·         Investor relations: A strategic management responsibility that integrates finance, communication, marketing and securities law compliance to enable the most effective two-way communication between a company, the financial community, and other constituencies, which ultimately contributes to a company’s securities achieving fair valuation.
• ·         Issues management: The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future.
• ·         Key messages: Factual statements that an organization tries to get across to its target publics using media.
• ·         Key performance indicator (KPI): A measurable value that indicates and demonstrates how effectively an organization is hitting its primary objectives.
• ·         Launch: An official announcement typically for an organization, campaign or product and involves promotional efforts with the end goal of increasing awareness amongst the public. A launch is executed through a promotional marketing strategy and is initially announced through a press release.
• ·         Language exclusive: A term used when pitching for exclusive interviews, especially in a multi-lingual media landscape, where the interview will be offered to one media outlet per language.
• ·         Layouts: Visual representation composed of text, images and the columns and borders prepared by a graphic designer.
• ·         Lead time: Amount of time reporters need to gather information, conduct interviews and fact check for their stories to post by a specific time frame. Lead times vary by the type of outlet, with print publications having longer lead times than online.
• ·         Letter to the editor:  A letter to the editor is a great way to reach out to the media and to demonstrate one’s thought leadership, share opinion, educate the public about the issues, applaud someone for doing the right thing, or criticize govt. policies. A well-written, timely and concise letter to the editor can shift public opinion, influence policy, and receive substantial media attention.
• ·         Logo: Graphical representation of an organization’s brand / hallmark, emblem, or symbol used to aid and promote public identification and recognition.
• ·         Lobbying: Discipline within public relations where the general intention of the activity is to inform and influence public policy and law. In simple words, lobbying is an act to influence the actions, policies, or decisions of government officials, most often legislators or members of regulatory agencies.
• ·         Localization: The process of adapting a product or content to a specific location or market, by creating content that is relevant to that area’s audience, and or by translating the content for specific markets to enhance brand awareness.
• ·         Market: The collective group of people and organizations to which an organization would like to communicate and thereby sell its product, service, personal profile, brand qualities or key messaging.
• ·         Marketing: The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider. Marketing besides the action or business of promoting and selling products or services, includes market research, advertising, public relations, and all forms of communications.
• ·         Marketing communications: A combination of activities designed to sell a product, service or idea. These activities are designed to maintain consistent brand messaging across traditional and non-traditional communication channels. These channels include advertising, collateral materials, interactive communications, publicity, promotion, direct mail, trade shows, special events.
• ·         Marketing mix: The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Product, Place Price and Promotion.
• ·         Matte release: a formatted, consumer-related article that newspaper editors can use to add content to their publication. Often used by news editors to supplement staff-written stories to fill soft news sections of the paper.
• ·         Media advisory: A media advisory is most often used to attract members of the press to attend an upcoming event. Much shorter than a press release, a media advisory cover who, what, when, where, and why. Unlike a press release, a media advisory is not meant to be a pseudo-news story. Rather, it should be a briefly written invitation like a save-the-date notice, which alerts reporters and editors to a future event or story opportunity.
• ·         Media clippings: The mentions of a brand in newspapers, blog posts, podcasts, magazines, television, and online media. The name comes from the act of cutting out these mentions in published media to put together a report for clients.
• ·         Media content analysis: Media content analysis studies, tracks, and analyzes the content of our PR messages as they appear in print, television, radio, and online communications. The prime function of media content analysis is to determine whether our key messages, concepts, and themes were disseminated to others via the media.
• ·         Media coverage: The number of successful placements, type of media within which the mentions are located, and the audience who reads/views/listens to that media.
• ·         Media database: An organized directory of media contacts, be it journalists, influencers, bloggers, and media outlets, which allows communications professionals to find the right people when seeking earned media coverage.
• ·         Media days: An event organized by a brand where journalists, bloggers, and influencers are invited to view a new collection or product. This PR event offers the media a first, exclusive look at what will be launched in order to create necessary buzz around the new product. 
• ·         Media exposure: This quantifies the amount of attention that television, radio, online media, social media and newspapers or outlets give to a specific story.
• ·         Media impressions: The number of people who might have seen an article, heard something on the radio or in a podcast, watched something on television, or read something on a web page or blog.
• ·         Media inquiries: A request by the media for additional information or an interview. 
• ·         Media kit: A folder full of downloadable assets that supplement a story. This is mostly photos, but can also include things like videos, data visualizations, and technical specifications.
• ·         Media mapping: Media mapping visually demonstrates local, regional, national, or international media placements.
• ·         Media questions & answers (MQ&A): List of possible questions likely to be asked by a journalist in an interview.
• ·         Media reach: Media reach measures the number of people receiving communication via a particular media, also known as the number of media impressions.
• ·         Media relations: A mutually beneficial associations between publicists or PR professionals and journalists as a condition for reaching audiences with messages of news or features of interest. Maintaining an up-to-date list of media contacts and knowledge of media audience interests are critical to media relations.
• ·         Media tour: Series of one-on-one interviews with the i.e. print, electronics, online media to promote a brand, cause or campaign. On a media tour a company spokesperson travels to key cities to introduce a new product by being booked on TV and radio talk shows and conducting interviews with print and Internet reporters or influencers (e.g., bloggers).
• ·         Media value: A method to calculate the success of earned media.
• ·         Message discovery: The process of talking with an organization’s internal and external audiences, evaluating competitive positioning, market strengths, weaknesses, opportunities and challenges to determine the unique value, message pillars and supporting proof relevant to target audience segments and functions.
• ·         Messaging strategy: A set of talking points that are aligned with organization’s goals and overall brand messaging. These messages are weaved into a spokesperson’s media interviews, communicating the most important information related to the organization, product and/or service.
• ·         Microsite: Sub-site hosted separately to the organization’s main website, often to allow development centered on a single product and presented in a way that is unique from the main site.
• ·         Misrepresentation: The publishing of information by media outlets which is either incorrect or presented in such a way that it may be perceived in a way that is different to what the person making the statement intended.
• ·         Mission statement: A written statement that establishes the core purpose and values of an organization. It clearly states what the organization does for customers and what it believes in. This statement is a powerful tool that helps guide organization’s different teams towards accomplishing business goals.  
• ·         Native advertising: A form of paid media that does not disrupt the user experience and blends in with the rest of the content. An example of native advertising is a promoted tweet or a sponsored article on a specific website.
• ·         Networking: The act of interacting and connecting with social or professional contacts. In PR, networking is a way to build connections with press contacts. A media or industry event is the perfect setting to make new connections with journalists or peers.
• ·         Newswire:  Newswire service used to distribute press releases directly to journalists. Some well-known wire services include PR Newswire, Business Wire, Marketwire and PRWeb. Wire services are also known as press release feeds or press release distribution services. Since there is a cost associated with wire services, they are used in the event of big or breaking news.
• ·         Online newsroom: A website, page, or section where an organization features their company news, media assets, clippings, and contact details. In other words online newsroom are press page, online press room, media-room, corporate newsroom, online media center. 
• ·         Online PR: Involves communications using the Internet to digitally communicate with stakeholders. This could include tactics from using the company website effectively, to a word-of-mouth campaign using email, also known as viral marketing.
• ·         On the record / off the record: “On the record” means that what you say is fair game and may be included in the story with attribution to you. Therefore, your comments should be accurate, concise, and memorable. “Off the record” means that your name will not be attached to it if the reporter agrees to this.
• ·         Open days / house: Open days or house is an important tool to build rapport with the community / neighborhood where the plant is located. It is also a widely employed way of building pride and morale among the employees and their families. The people can visit the plant to see and understand its functioning and for a tour of the company. There can be exhibits, films, talks and other activities also. This is done on few chose days in a year referred to as OPEN DAYS or OPEN HOUSE.
• ·         Opinion-editorial: An opinion editorial is used to express an opinion. It is an underutilized and powerful way to publish an executive’s opinion and demonstrate depth of knowledge on a particular topic. In this way, the executive is positioned as a thought leader in their area of expertise, and as one who is willing to take a stand.
• ·         Outbound PR: It refers to traditional media relations; the process of reaching out the media and pushing messages in order to gain coverage. An essential part of outbound PR is to make sure that the media pitch is complete as it can be. Include links, photos, videos, quotes, podcasts; anything journalists can use to make a great story.
• ·         Outsourcing: Paying a company or individual to complete or take control of specific tasks or duties. Big companies outsource their PR to public relations companies, who in turn outsource their event management tasks to event management companies.
• ·         Owned media: The content one owns and that lives on their website or personal blogging site. It is an original content created and owned by an individual like me or organization and published in publicly-accessible channels e.g. I use www.sureshgaurprguru.blogspot.com.
• ·         Packaging: It reinforces a brand's identity and tells its story. Packaging helps companies differentiate the product from other brands and influences the consumers in their consumer buying process. Packaging is a crucial part of brand consistency because it differentiates the product from other products of similar nature in terms of usage and quality and establishes the trust of knowledge of an unknown seller in the buyer's mind.
• ·         Paid media: Paid media are the placements in media outlets and on websites that are paid for and sponsored by a company or individual such as advertising or advertorials. Paid media refers to social media advertising, sponsored content, search engine ads, and email marketing. Essentially, it’s about paying to reach an audience. On one hand, paying is important because you need those new audiences in order to keep your funnel full and meet your business goals.
• ·         PESO model: Back in 2014, Gini Dietrich described the relationship between different forms of media used in public relations and coined it the PESO model. It is a media model strategy that stands for Paid, Earned, Shared and Owned media. 
• ·         PDF format: Handy document format for PRs as it enables images and text to be combined and “set”, so partners and clients can review content and make notes but cannot change the information; ideal for PR contracts, but also perfect for editors to send to interviewees for fact-checking purposes.
• ·         Persona: The word used to describe an ideal customer. In order to determine who your audience is, where they are, and what they are interested in, customer profiles are built. 
• ·         Personal branding: The practice of marketing people and their careers as brands. It consists of articulating a simple, clear statement of who you are, and doing it consistently so that your audience or network can identify you in a crowd. 
• ·         Philanthropy: The act of giving selflessly; or, from a PR perspective, a common means of adding credibility to the marketing activities of a company or individual.
• ·         Pitch:  A short, personalized message targeted to media outlets that underlines the value of a story and explains why it’s relevant to them or their audience.
• ·         Positioning: The Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
• ·         Positioning statement: It is a short statement from a organization or individual indicating the way it/he/she wishes or aims to be perceived by the market.
• ·         Preparatory communication: A pro-active press statement prepared in anticipation of the media contacting us for our response on a crisis story, and is not for general release such as a press release or official response.
• ·         Press agentry: Press agentry is the practice of attracting the attention of the press through techniques that manufacture news, no matter how bizarre. Methods associated with press agentry include staged events, publicity stunts, faux rallies or gatherings, spinning, and hype. 
• ·         Press briefing: A meeting before the conference to tell the press something or can say a meeting in which the press is being made aware of about the situation or news by just providing the minutes about the news.
• ·         Press conference: The press conference involves someone speaking to the media at a specified time and place. The speaker controls the information they deliver and the media invited. There is a presumption that the speaker will answer questions posed by the media or other attendees.
• ·         Press kit: A press kit, also known as a media kit, is a vital tool in public relations. It is a collection of information about the organization, news story, the individuals, the issues, and the experts who can discuss the matters that affect the organization and its target audience. It should be used to provide more details to the media, not as a primary tool to pitch to the media.
• ·         Press list: A document with details of specific journalists, bloggers, writers, editors and influencers who create content for outlets that reach the target audience.
• ·         Press page: The Press page is the public face of a brand. It is the beating heart of the organization. It is where journalists, customers and other curious people go for the inside scoop. Press page is made up of different components, such as company’s information, press kit, media clippings, and much more. Press pages differ from newsrooms in the sense that a press page is a single page on a website dedicated to press while a newsroom is a set of pages on a website dedicated to press.
• ·         PR plan: A detailed document containing a written and graphically represented strategy of how an individual or organization intends to use PR in order to achieve their goals. The plan will typically contain a calendar of events presented in graphical format which outlines what is to happen, when and where, and how forthcoming events and activities will support the overall PR strategy.
• ·         Press release: Official press announcement given to media organizations to declare one or a number of developments within an organization or by an individual. It is a concise tool commonly provided to the media to generate public awareness and interest about a story or news. It should convey who, what, when, where, why, and how. It is the written document designed to present the most newsworthy or attention-grabbing aspect of the story.  Other elements that should be included in a press release are contact details, about information, quotes, and media. 
• ·         Press release format: The layout of essential text, marking and composite elements which make up a press release. Releases are less likely to be dismissed when adhering to the accepted industry format.
• ·         Press tour: Coordinated by PR professionals who secure multiple media interviews with one specific spokesperson to speak about the launch of a new product and/or service. Press tours typically involve a couple of days of back-to-back media opportunities with TV, radio and in-person interviews with reporters. They are a great strategy to cultivate relationships with a wide net of media contacts.
• ·         Proactive PR:  It helps to strengthen the image and brand of an organization by communicating through the media at no additional cost. This gives an organization the opportunity to spread their intended message. Being proactive allows an organization to control the conversation instead of allowing the conversation to control the organization.
• ·         PR software: The tools that can help PR professionals with their work. Examples of PR software are newsroom solutions, monitoring software, PRM, media databases, trend forecasting, among many others.
• ·         PR management (PRM): Software that allows public relations teams and departments to manage relations with their press contacts.
• ·         Promotion: Activities designed to win publicity or attention, especially the staging of special events to generate media coverage. Promotional activities are designed to create and stimulate interest in a person, product, organization or cause.
• ·         Propaganda: Messages specifically designed to shape perceptions or motivate actions that an organization wants. The word was coined in the 17th century by the Roman Catholic Church and originally meant “writing to propagate the faith.” The word took on negative connotations in the 20th century and is usually associated with lies, deceit and misinformation.
• ·         Public: Any group of people tied together by some common factor or interest. PR practitioners identify and foster relationships with publics essential to the success or failure of organizations or clients. Some publics, such as residents of a specific neighborhood, advocates of certain issues or fans of a sports team, are self-defined. Members are aware of their connection to others in the group. Other publics are identified by PR practitioners. They often use demographics, psychographics, and motivating self-interests, status of current relationships with an organization, location or other characteristics to define these publics.
• ·         Public affairs: A specialized area of public relations that builds and maintains mutually beneficial governmental and local community relations.
• ·         Public information: Information open to or belonging to the public. In government agencies, nonprofit organizations, or colleges and universities, the task of disseminating information from the organization to the public. The process is usually done through mass or social media.
• ·         Publicity: Information from an outside source that is used by news organizations because it has news value. Publicity is an uncontrolled method of placing messages because the source does not pay the media for placement and cannot guarantee if or how the material will be used.
• ·         Round-up: A story that summarizes and highlights multiple products/services that applies to a greater umbrella theme or topic. An example can be an article that includes the best products at a tradeshow or an article that lists multiple must go-to events for a specific holiday.
• ·         Reach: The total number of individuals who were able to see, read, or hears our content. This applies to traditional media and online channels as well e.g. a print publication with a “circulation of 132,000” is a representation of the press release’s “reach”.
• ·         Reactive PR: A marketing approach that attempts to combat or defend any negative issues or events related to an organization. Reactive PR does not take effect until after a negative or unsatisfactory event occurs and has the potential to damage the reputation of an organization or an individual. In other words Reactive PR is response to crises and putting out fires defensively rather than initiating programs. Reactive PR is practiced in various degrees. Some situations require implementation of an organization’s crisis plan.
• ·         Relevance: The appropriateness of communications activities to their intended audiences.
• ·         Relationship: A connection or association between entities. Relationship is the central organizing principle of public relations scholarship. Human relationships are often described in terms of interactions, transactions, exchanges of influence or shared communication between individuals or groups.
• ·         Reputation management: The practice of monitoring, correcting, and enhancing the perception of a brand, individual, organization, or business in the public’s opinion. The goal of reputation management is to influence the media to shape the public perception in a favorable light. 
• ·         Request for proposal (RFP): Bidding process issued during initial engagement where a company extends an invite with their needs, requirements and qualifications for upcoming work.
• ·         Return on investment (ROI): A financial term that determines the incremental gain divided by the cost. ROI is measured to evaluate efficiency of a PR campaign or action and, to measure how profitable a PR campaign is. This measurement can be divided into two categories. First, ROI can be measured in terms of economic gains like sales revenue. It can also be measured in terms of earned media that enhance a brand’s credibility. ROI equals the incremental gain in business divided by the invested resources multiplied by 100 percent or ROI = Net income / Cost of investment x 100.
• ·         RSS feeds: The web feed that allows users to receive notifications and updates from websites they are subscribed to. These feeds can allow users to keep track of many different websites in a single news aggregator.
• ·         Search engine optimization (SEO): The process of improving ranking in search engine results. Basically, it is to make sure that the brand’s name shows up earlier and more often when people search for topics related to one’s brand’s field. The more visible a brand name in search rankings, the more likely to harness attention and attract leads and customers e.g. when someone search for P R Guru in India, Suresh Gaur P R Guru Tops in search rankings.
• ·         Search engine results pages (SERP): The pages that are displayed by search engines such as Google based on a query. SERPs provide a list of results based on that query and are ranked by relevance.
• ·         Second-day story: A second-day story should turn hard news into a multifaceted story that blends the issues with human interest. It is an update with new information on a story that was previously told. A second-day story fills gaps in the original story; provides another angle; and shares expert opinion, data, or other new information.
• ·         Select media briefing: Bringing together a select few journalists for an important announcement; offers a more detailed discussion and closer interaction.
• ·         Sentiment analysis: A tool used to measure what is being said about a brand, its competitors, and industry and if those comments are positive, negative or neutral. This information is vastly useful for PR teams as it allows them to assess whether their event, new product, speech, or interview hits the mark or falls flat.
• ·         SEO audit: Analysis of a company’s search effectiveness and comparison to its key competitors; usually uncovers technical and content shortcomings in order to create an effective SEO strategy; see “Search Engine Optimization.”
• ·         SEO PR: Writing news releases and other marketing materials for SEO purposes that use relevant keywords to generate the best possible ranking in an online search; see “Search Engine Optimization.”
• ·         Shared media:  Content posted to social media regarding a brand. Shared media includes posts to platforms such as Twitter, Facebook, LinkedIn, Pinterest and Instagram.
• ·         Share of voice: The percentage one company has of the total amount of communication directed to a targeted group. Good SOV is considered a contributing factor to successful awareness campaigns.
• ·         Smart mob: A planned and purposeful social activity evolving around events and performances organized for publicity stunts, commercial branding politics, etc.; often leveraging multiple communication technology channels.
• ·         Social media: A version of online/digital media that expedites conversation as opposed to traditional media– which delivers content but doesn’t allow readers, viewers or listeners to participate in the creation or development of the content. Social media marketing, conversely accentuates both the creation and ongoing development of the content.
• ·         Social media marketing: The use of social media platforms like FB, Twitter, LinkedIn, Instagram, Pinterest, TikTok etc. on which users build social networks and share information to build a company's brand, increase sales, and drive website traffic.
• ·         Social media monitoring: The mechanism used to assess what is being said about brands on social media in particular. The comments measured can be positive, negative or neutral.
• ·         Social media optimization (SMO): Using multiple social media outlets and platforms to increase awareness of a product, brand, company, etc..
• ·         Social networking:  The use of internet-based social media sites to stay connected with friends, family, colleagues, or customers. Social networking can have a social purpose, a business purpose, or both, through sites like Facebook, Twitter, LinkedIn, Instagram, and Pinterest.
• ·         Spam: Unwanted emails from people we don’t know. Spam email is unsolicited and unwanted junk email sent out in bulk to an indiscriminate recipient list. Typically, spam is sent for commercial purposes.
• ·         Special events: Stimulating an interest in a person, product or organization by means of a focused “happening.” Activities designed to interact with publics and listen to them
• ·         Spin: Selective assembly of facts and the shaping of nuance to support a particular view of a story. To spin something is to communicate it in a way that changes the way people are likely to perceive it. In Political PR, Spin is a form of propaganda, achieved through knowingly providing a biased interpretation of an event or campaign to influence public opinion about a political organization, or public figure.
• ·         Spin doctor: Slang for a public relations person or spokesperson who influences opinion by interpreting information from a specific point of view 
• ·         Spokesperson: A person who is selected and trained to speak on behalf of an organization or brand with the purpose to inform and interact with the target audience / press with key messages. Spokesperson is a single point of contact appointed to act as the media reference person for managing communication in the time of a crisis. Note that it may be different from the person normally designated to handle media communication on a day-to-day basis, depending on the individual’s specific product knowledge, complaint-handling ability or visibility/reputation in the local media.
• ·         Sponsorship: Form of advertising, many times for a particular event, project, or program. Usually, this type of advertising is looking towards the establishment of a deeper association between the sponsor and publisher(s).
• ·         Sponsored post: A social media post from a business page that, for a minimal fee, can appear higher up on its audience’s News Feeds. The fee depends on how many people a person want the post to reach. The higher the reach, the higher the fee will be. This increases the chance that a specific following will see the post and receive more engagement.
• ·         Stakeholder: The groups of people who are affected and affect the decisions made by an organization. These groups include internal publics such as employees and board members, and external publics like customers, communities, suppliers, and government. 
• ·         Storytelling: The art of sharing stories. This technique has utmost importance in the PR as it offers a channel through which a brand can communicate its values, influence perceptions, and motivate behaviors.  What makes storytelling different from simply sharing information is the emotional aspect. When storytelling is applied, audiences are exposed to an emotional experience, which makes stories memorable. 
• ·         Style guide: A set of standards and best practices for the writing of documents. This tool provides uniformity in style and formatting within a certain industry. When writing a press release, keep in mind that journalists adhere to specific style guidelines, namely the Associated Press style guide. This guide provides consistency in terms of spelling, punctuation, language use, formatting, and style of writing.
• ·         Sub-headline: A sub-headline can be useful when used properly. In a press release the subhead provides an opportunity to incorporate a news angle and further catch the reporter’s attention without taking away from the headline.
• ·         Subject matter expert: A subject matter expert is a person who has a specific area of expertise and can speak to it from an authoritative and creditable position.
• ·         SWOT analysis: SWOT (strengths, weaknesses, opportunities, and threats) analysis is a method for identifying and analyzing internal strengths and weaknesses and external opportunities and threats that shape current and future operations and help develop strategic goals. SWOT analyses are not limited to organizations. Individuals can also use SWOT analysis to engage in constructive introspection and form personal improvement goals.
• ·         Syndication: In terms of media, the reprinting of content in different territories by affiliates or different business divisions of a publishing house. Syndication is also a news service that takes a single story and places it on several media outlets websites nation/worldwide. The Associated Press is an example of a syndicate. When a piece of client coverage is syndicated, it means that the same story was picked-up and ran in multiple media outlets 
• ·         Talking points: Talking points are key messages organized in way that relevant facts and information can be disseminated to a target audience such as employees, clients or media outlets before meetings or interviews.
• ·         Teaser: A promotion that is intended to arouse interest in the main campaign which follows.
• ·         Think out of the box: To think differently, unconventionally, or from a new perspective.
• ·         Thought leadership: A Person’s original ideas with important implications, backed by evidence, clearly expressed, publicly discussed, that strongly influence the opinion of others. This tactic can be used to build credibility for a brand or representatives of an organization. The objective of thought leadership is to establish oneself as an expert by providing value to readers through helpful content. That way thought leaders will be their go-to source of information when needed. 
• ·         Tier publications: The classification of media outlets depending on their reach, impact, and audience. Here is a general classification of news outlets e.g., 1. Top tier or A-list: Generally, includes national, mainstream, high circulation media outlets that have high impact and a large audience. Tier 2 or B-list: This tier consists of more specific media outlets such as regional newspapers. They have a high reach but have a more specific audience, which can make your media placement more efficient depending on your goals. Tier 3 or C-list: Composed of local outlets, top industry blogs and publications that are closely related to your target audience. Tier 4 or D-list: Local coverage in non-priority markets, smaller industry blogs, or other publications that aren’t related to your industry. 
• ·         Town hall: An informal public meeting to provide stakeholders the opportunity to receive information, and voice their opinions and concerns about a project or issue.
• ·         Traction: The interest in a brand or the client. Whether that’s measured in mentions by a media outlet or general buzz on social media and means that there’s  a great angle, story or message and are getting noticed. When an article that mentions a particular brand’s name grows in reach and engagement, it is said to be gaining traction.
• ·         Trade publication: That covers specific industries or sectors, such as construction, facility management, manufacturing, security, food and beverage, hospitality, technology and more. They publish business-to-business (B2B) content, such as industry news, industry trends, and thought leadership articles and interviews of captains of industry. 
• ·         Traditional media: It refers to offline communication channels such as print (newspapers, magazines & trade journals) electronics (radio, television), internet & cable, and out of home (OOH) i.e. billboards etc..
• ·         Transcript: A written outline of a radio or broadcast about a client.
• ·         Uncontrolled communications channels: Uncontrolled communications channels refer to the message-delivery methods that are not under direct control of the organization or sender of messages. These channels include newspapers and magazines, radio and television, external websites, externally produced blogs and social media commentary, and externally developed news stories.
• ·         Unique selling point / proposition (USP): The stand-out things that make any product or service special, different, important, superior or novel in the marketplace. It’s also marketing strategy that’s used to differentiate a brand, products or services from the competition. This proposition helps to attract and retain customers as the brand begins to stand out in the marketplace.
• ·         UVM:  It stands for unique visitors per month and is a type of metric used to describe the number of people who have had the opportunity to be exposed to a story that has appeared on an online website. UVMs are used to help calculate ROI.
• ·         Value proposition: The value a company promises to deliver to customers should they choose to buy their product. It is what makes them different from the competition and briefly explains what the company stands for, how it operates and why it deserves a user’s business. 
• ·         Vertical media: Media relating to different market sectors for a product or service. For example, you can promote a barcode printer in the printing media, packaging media and food retailing media.
• ·         Video news release: A videotaped news story produced by an organization and distributed to television newsrooms. VNRs are particularly useful at times of crisis or when an organization has an angle based on human interest.
• ·         Viral: A piece of content, be it a video, an article, a meme that rapidly spreads across the internet within a short period of time. What is common in viral content is the human emotion implied - be it humor, anger, sadness, or pure joy. 
• ·         Viral campaign: A communication campaign which is designed to exploit the potential of the internet to spread messages rapidly. The audience is encouraged to pass a message on to all of their email contacts.
• ·         Viral marketing:  To spread information about a product or service via the internet or email. The goal of viral marketing is to inspire individuals to share a marketing message to friends, family, and other individuals to create exponential growth in the number of its recipients. 
• ·         Vision statement: A written statement that defines what an organization does, and what it aspires to achieve in the future. Vision statement should be forward-looking, motivating and inspirational and be reflective of what an organization stands for
• ·         Whitepaper: A document, report, or guide that educates audiences by providing detailed information, analysis and research on a specific topic on which a company is an expert. Also known as an authoritative report whitepaper is a persuasive essay that uses facts, data, and logic to illustrate a particular point. The white paper also is a way to communicate survey results and trends. 
• Word of mouth: Triggered by customer experiences especially when a customer / consumer's interest in a company's product or service is reflected in their daily dialogues.  

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