PR and corporate communications
glossary.

We explain the terms you’ll often come across when working with a PR agency in everyday language, without the jargon. 102 terms across 11 topics, each with its own definition page, plus search, topic and A–Z filters.

Terms

102 terms

A/B TestingA/B Testing

A/B testing is a method of comparing two versions of something under the same conditions to measure which one performs better.

AdvertisingAdvertising

Advertising is a paid form of communication in which a brand delivers its message to its target audience by buying space and time. Its key difference from PR is that…

Advertising CampaignAdvertising Campaign

An advertising campaign is a planned advertising effort built on a single creative idea and run across multiple channels within a defined objective, timeframe and budget.

Advertising Value Equivalency (AVE)Advertising Value Equivalency

Advertising value equivalency (AVE) is the monetary value that earned media space would have cost if it had been bought as advertising. It should be read as a supporting…

AdvertorialAdvertorial

An advertorial is paid content produced in an editorial format, placed in space that has been bought and required to carry a label identifying it as advertising. That is…

Agenda ManagementNews Agenda Management

Agenda management is the work of tying a brand’s media visibility not to individual stories but to a topic calendar planned across the year. It sequences research…

Agenda SettingAgenda Setting

Agenda setting is a communications approach based on the idea that the topics the media covers also shape what the public considers important. In PR, it means bringing a…

Answer Engine OptimizationAnswer Engine Optimization

Answer engine optimization (AEO) is the work of ensuring that content is cited accurately by AI-powered answer engines. Clear definitions, structured data and credible…

Awards CommunicationsAwards Communications

Awards communications is the process of selecting the right award programs, preparing a project’s entry around its story, impact and results, and announcing a win in the…

B2B CommunicationsB2B Communications

B2B communications is communication from businesses to other businesses. It aims to build trust, awareness and preference among specialist audiences such as…

BenchmarkingBenchmarking

Benchmarking is the evaluation of a brand’s performance by comparing it with the industry average or with selected competitors.

Brand ArchitectureBrand Architecture

Brand architecture is the structure that defines the relationship and hierarchy between an organization’s master brand, sub-brands and product brands.

Brand AwarenessBrand Awareness

Brand awareness is the degree to which a target audience recognizes and remembers a brand. It is measured separately as unaided and aided recall.

Brand EquityBrand Equity

Brand equity is the commercial and perceptual value that a brand’s name creates on its own. It is made up of awareness, associations, perceived quality and loyalty.

Brand GuidelinesBrand Guidelines

Brand guidelines are an application guide that brings together the rules for logo usage, color, typography, photographic style and writing in a single document.

Brand Health TrackingBrand Health Study

Brand health tracking is the regular measurement of awareness, preference, satisfaction and perception indicators to monitor how they change over time.

Brand IdentityBrand Identity

Brand identity is the combination of a brand’s name, logo, colors, typography, visual language and tone of voice that together make it recognizable.

Brand PositioningBrand Positioning

Brand positioning is the strategic decision that defines the place a brand will occupy in consumers’ minds relative to its competitors. It clarifies whom the brand…

Buyer PersonaPersona

A buyer persona is a fictional profile, based on real data, that represents a target audience. It makes messaging and channel decisions more concrete.

Community ManagementCommunity Management

Community management is how a brand builds a regular, consistent and genuine relationship with followers on its digital channels. It covers responding to comments…

Consumer InsightInsights

A consumer insight is a finding that reveals the unspoken truth behind consumer behavior. A good insight is the bridge that turns data into a creative idea.

Conversion RateConversion Rate

Conversion rate is the percentage of people exposed to a piece of content or an ad who complete the intended action, such as filling out a form, making a purchase or…

Corporate CommunicationsCorporate Communications

Corporate communications is the overarching framework that brings all of a brand’s internal and external communications under a single narrative and message…

Corporate Communications ConsultancyCorporate Communications Consultancy

Corporate communications consultancy is an external expert service that builds an organization’s internal and external communications on a foundation of strategy…

Corporate PublicationCorporate Publishing

A corporate publication is a magazine, newsletter, annual report, sustainability report or digital content series that an organization publishes itself. It regularly…

Corporate Social ResponsibilityCorporate Social Responsibility

Corporate social responsibility (CSR) is a company’s commitment to making a lasting contribution to society and the environment alongside its commercial activity…

CPCCPC

CPC (cost per click) is the amount paid for each click on an ad. In performance-driven digital campaigns, it is one of the simplest indicators of budget efficiency.

CPMCPM

CPM (cost per mille) is the cost of one thousand ad impressions. It is the basic unit price used to compare how efficiently different media channels deliver reach.

Creative BriefCreative Brief

A creative brief is a one-page guidance document that gives the creative team the business objective, target audience, key message, tone, proof points and constraints of…

Crisis CommunicationsCrisis Communications

Crisis communications is the planned management of communications during an event that threatens reputation, guided by the principles of speed, consistency and…

Crisis Management TeamCrisis Desk

A crisis management team, or crisis desk, is the core team drawn from communications, legal and senior management that runs decision-making, approval and statement…

Dark SiteDark Site

A dark site is a prepared backup web page containing accurate information and statements, ready to be published quickly when a crisis hits.

Digital CommunicationsDigital Communications

Digital communications is the field that manages, in a planned way, all of a brand’s communications across online channels such as its website, social media, search…

Digital PRDigital PR

Digital PR is PR work that increases a brand’s earned visibility on news sites, social media and search results. It aims to secure coverage in online publications…

Early Talent CommunicationsYoung Talent Communications

Early talent communications is employer branding communications aimed at attracting young talent, such as university students and recent graduates, to an organization…

Earned MediaEarned Media

Earned media is coverage and visibility gained through news value rather than payment.

Editorial ContentEditorial Content

Editorial content is news, interview and analysis content created to deliver value to readers, outside of advertising formats.

EmbargoEmbargo

An embargo is the condition that information shared with the press in advance must not be published before a specified date and time.

Employer BrandingEmployer Branding

Employer branding is the approach that builds an organization’s appeal in the eyes of employees and candidates by running internal and external communications together.

Engagement RateEngagement Rate

Engagement rate is the ratio of reactions to a piece of content, such as likes, comments, shares and saves, to its reach or follower count. It shows how strongly the…

ESGESG

ESG (environmental, social and governance) is an assessment framework that measures a company’s environmental, social and governance performance and is becoming…

Event ManagementEvent Management

Event management is the planning and execution of the entire process behind a launch, press conference or brand experience, from concept and production to guest flow and…

Executive CommunicationsLeadership Communications

Executive communications, also called leadership communications, is the management of communications that strengthens senior executives’ expertise, vision and reputation…

Experience DesignExperience Design

Experience design is the approach of deliberately shaping what an audience will see, experience and feel at a physical or digital touchpoint with a brand.

Experiential MarketingExperiential Marketing

Experiential marketing is a communications approach built on touch, trial and participation, in which the audience experiences the brand firsthand rather than simply…

Focus GroupFocus Group

A focus group is a qualitative research method in which a moderator leads a small group of participants in discussion to gain an in-depth understanding of their…

GreenwashingGreenwashing

Greenwashing is when an organization presents its environmental responsibility as greater than it actually is. Unsubstantiated or exaggerated sustainability claims lead…

GRPGRP

A GRP (gross rating point) is a measure of a campaign’s total weight against its target audience, calculated by multiplying the percentage of the audience reached by the…

Holding StatementHolding Statement

A holding statement is a short official statement issued during a crisis before all the facts are clear, acknowledging the situation, expressing empathy and confirming…

ImpressionsImpressions

Impressions are the total number of times a piece of content is displayed on screen; repeated displays to the same person are each counted as an impression.

Influencer RelationsInfluencer Communications

Influencer relations is the area of communications in which a brand builds transparent, planned and measurable partnerships with content creators who influence its…

Internal CommunicationsInternal Communications

Internal communications is the in-house communications system that strengthens corporate culture, information flow and employee engagement.

Investor RelationsInvestor Relations

Investor relations is the function through which a company communicates its financial performance, strategy and risks to investors and analysts in a regular, consistent…

Issue ManagementIssues Management

Issue management is the early identification of issues that could turn into a crisis and the planned handling of them before they escalate. It is the step that comes…

LaunchLaunch

A launch is a communications program that introduces a new product, service or identity to the media, stakeholders and the public in a planned way.

Launch EventLaunch Event

A launch event is an event designed to generate news value by introducing a new product, service or identity to the media and stakeholders for the first time.

Marketing FunnelMarketing Funnel

A marketing funnel is a model of the step-by-step journey consumers take from awareness to interest, and from there to preference and loyalty. Each stage calls for…

Media BuyingMedia Buying

Media buying is the process of purchasing planned advertising space from media owners through negotiation, contracts and bookings. It is at this stage that pricing…

Media MonitoringMedia Monitoring

Media monitoring is the regular tracking, categorization and reporting of all coverage related to a brand.

Media PlanningMedia Planning

Media planning is the process of deciding which channels a campaign will appear in, when, how often and with what budget in order to reach its objective. Target audience…

Media TrainingMedia Training

Media training is hands-on preparation that equips spokespeople to handle interviews, cameras and difficult questions.

Messaging FrameworkMessage Architecture

A messaging framework, also called message architecture, is the structure that defines a brand’s key message, supporting messages and proof points so it can speak…

NPSNPS

NPS (Net Promoter Score) is a metric that measures customers’ likelihood to recommend a brand with a single question. It is calculated by subtracting the percentage of…

Organic ReachOrganic Reach

Organic reach is the number of unique people a piece of content reaches without ad spend, through shares, search and recommendation algorithms.

Owned MediaOwned Media

Owned media refers to the channels a brand controls itself, such as its website, blog, social media accounts, email newsletter, stores and corporate publications.

Perception ManagementPerception Management

Perception management is communications work aimed at shaping a target audience’s judgment of an organization or issue through accurate information, consistent messaging…

PRPR

PR is the abbreviation of “public relations,” the communications discipline through which an organization manages its relationships with the media, the public and its…

Press ConferencePress Conference

A press conference is a media event, held in person or online, at which an organization announces a significant development to journalists, supported by a Q&A session.

Press KitPress Kit

A press kit is a package that brings together the visuals, boilerplate, fact sheet and quotes a journalist needs to produce a story.

Press ReleasePress Release

A press release is an official text that announces a newsworthy development to the media in an editorial format. A good press release consists of a headline, a summary…

Press TripPress Trip

A press trip is a program organized so that journalists and content creators can experience a facility, project or production process firsthand.

Proactive CommunicationsProactive Communications

Proactive communications is an approach that acts before a problem arises or an agenda takes shape. It lets an organization tell its own story with its own evidence…

Product PlacementProduct Placement

Product placement is paid visibility created by integrating a product naturally into a TV series, film, program or digital content stream.

Programmatic AdvertisingProgrammatic Advertising

Programmatic advertising is the automated buying of ad space through real-time auctions and algorithms, with targeting at the level of the individual user.

Public AffairsPublic Affairs

Public affairs is the area of communications an organization conducts with public authorities, regulators and civil society, focused on the policy and regulatory agenda.

Public RelationsPublic Relations

Public relations is the management function that enables an organization to build an ongoing relationship with society, the media and its stakeholders based on mutual…

ReachReach

Reach is the number of unique people a piece of content reaches. Unlike impressions, it counts each person only once.

Reach and FrequencyReach and Frequency

Reach and frequency are two core campaign metrics: reach is the number of distinct people exposed to a message, and frequency is the average number of times each of them…

RebrandingRebranding

Rebranding is the renewal of a brand’s identity, positioning or name for a strategic reason, together with a planned effort to explain the change to its stakeholders.

Reputation ManagementReputation Management

Reputation management is the systematic communications work of measuring, monitoring and protecting, over the long term, how a brand is perceived by the public, the…

RetargetingRetargeting

Retargeting is the practice of showing ads again to people who have previously interacted with a brand, tailored to their level of interest.

Risk MapRisk Map

A risk map is a chart that classifies potential crises that could affect an organization’s reputation by likelihood and impact. It is the starting point for scenarios…

ROASROAS

ROAS (return on ad spend) is the return generated by advertising investment, expressed as the ratio of revenue earned from a campaign to the ad budget spent on it.

Run of ShowRun of Show

A run of show is the master operations document for an event, setting out its minute-by-minute sequence, the people responsible and technical requirements.

Sentiment AnalysisSentiment Analysis

Sentiment analysis is a measurement method that classifies coverage and posts about a brand as positive, neutral or negative, showing the direction in which its…

SEOSEO

SEO (search engine optimization) is the work of making a website appear high in search engine results, with the right content, for relevant queries. It rests on three…

Share of VoiceShare of Voice

Share of voice is the percentage of the total media conversation in its category that a brand captures.

Social ListeningSocial Listening

Social listening is the monitoring and analysis of conversations about a brand, its competitors and its industry across social media, forums and news sites. It helps…

SpokespersonSpokesperson

A spokesperson is a person authorized to speak to the media on an organization’s behalf who has a firm command of message discipline.

Spokesperson PositioningSpokesperson Positioning

Spokesperson positioning is planning the topics, messages and media outlets through which an organization’s spokesperson will speak. It lays the groundwork for…

SponsorshipSponsorship

Sponsorship is a partnership model in which a brand supports an event, team, broadcast or cause and becomes associated with its values.

StakeholderStakeholder

A stakeholder is any party that is affected by or can affect an organization’s decisions: employees, customers, investors, the media and the public.

Stakeholder MapStakeholder Map

A stakeholder map is an exercise that ranks the groups that affect or are affected by an organization according to their importance, influence and expectations. It…

Sustainability CommunicationsSustainability Communications

Sustainability communications is communication that conveys an organization’s environmental, social and governance goals, the steps it takes and their results to…

TaglineSlogan

A tagline, or slogan, is a short, memorable phrase that sums up a brand’s promise. A campaign slogan is temporary, while a brand tagline is meant to last.

Target AudienceTarget Audience

A target audience is the group a communication effort is designed for, described in terms of demographics, behaviors, needs and media habits.

Thought LeadershipThought Leadership

Thought leadership is when an executive or organization shapes the direction of industry issues with original views, data and proposed solutions, establishing itself as…

Tone of VoiceTone of Voice

Tone of voice is the language, style and approach a brand uses consistently across every channel. It defines not only what is said but also how it is said.

User-Generated ContentUser-Generated Content

User-generated content (UGC) is content created and shared by users rather than by the brand. Because it is highly credible, it carries earned media value.

Value PropositionValue Proposition

A value proposition is a single-sentence statement of the concrete benefit a brand offers its target audience, together with what sets it apart from competitors.

All terms A–Z

All 102 terms in alphabetical order. Jump straight to the definition page of the concept you’re looking for.

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Terms by topic

Core concepts (7)

Media relations (10)

Measurement (7)

Crisis and risk (8)

Digital PR (10)

Corporate communications (14)

Social impact and sustainability (4)

Advertising and media planning (20)

Brand and strategy (10)

Research and insights (7)

Events and experience (5)

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