Puplic Relations Glossary

Question 1

Paid communication; information placed in a communication delivery vehicle by an identified sponsor that pays for time or space.

Answer 1

Advertising

Question 2

: 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.

Answer 2

Brand

Question 3

The process of creating and/or disseminating the brand name.

Answer 3

Branding

Question 4

An area of public relations with responsibilities for building relationships with constituent publics such as schools, charities, clubs and activist interests of the neighborhoods or metropolitan area(s) where an organization operates.

Answer 4

Community relations

Question 5

Communication channels, media and tools that are under direct control of
the sender.

Answer 5

Controlled communication channels

Question 6

Advising management about policies, relations and communications.

Answer 6

Counseling

Question 7

Protecting and defending an individual, company or organization facing a public challenge to its reputation.

Answer 7

Crisis communication

Question 8

Activities designed to build sound relationships between an organization and its employees.

Answer 8

Employee relations

Question 9

An aspect of public relations responsible for fostering relationships with investor publics.

Answer 9

Financial relations

Question 10

An accounting term for the value of a business’ intangible assets

Answer 10

Goodwill

Question 11

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.

Answer 11

Government relations

Question 12

An activist practice for creating social change among average people.

Answer 12

Grassroots organizing

Question 13

The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future.

Answer 13

Issues management

Question 14

The specialized area of public relations that fosters and maintains relations with a government or its officials for the primary purpose of influencing legislation and regulation.

Answer 14

Lobbying

Question 15

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. Targets customers.

Answer 15

Marketing

Question 16

A combination of activities designed to sell a product, service or idea.

Answer 16

Marketing communications

Question 17

Mutually beneficial associations between publicists or public relations professionals and journalists as a condition for reaching publics with messages of news or features of interest (publicity).

Answer 17

Media relations

Question 18

Creating newsworthy stories and events to attract media attention and gain public notice.

Answer 18

Press agentry

Question 19

Taking the initiative to develop and apply public relations plans to achieve measurable results toward set goals and objectives.

Answer 19

Proactive public relations

Question 20

Activities designed to win publicity or attention, especially the staging of special events to generate
media coverage.

Answer 20

Promotion

Question 21

Messages specifically designed to shape perceptions that an organization wants.

Answer 21

Propaganda

Question 22

A specialized area of public relations that builds and maintains mutually beneficial governmental and local community relations.

Answer 22

Public affairs

Question 23

Information open to or belonging to the public.

Answer 23

Public information

Question 24

Information from an outside source that is used by news organizations because it has news value.

Answer 24

Publicity

Question 25

Response to crises and putting out fires defensively rather than initiating programs.

Answer 25

Reactive public relations

Question 26

A connection or association between entities.

Answer 26

Relationship

Question 27

Systematic actions and messages designed to influence what people in key publics think about an organization.

Answer 27

Reputation management

Question 28

Stimulating an interest in a person, product or organization by means of a focused “happening.”

Answer 28

Special events

Question 29

The message- delivery methods that are not under direct control of the company, organization or sender of messages.

Answer 29

Uncontrolled communications channels