| action implementation | Any attempt to spread information within a target audience as part of a public relations plan.
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| active public | People who are aware of a problem and will organize to do something about it.
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| advocacy communication | Communication techniques used by advocates of a political cause or public policy change.
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| annual meeting | A yearly meeting at which a corporation's stockholders have the opportunity to meet and vote on various issues related to company management.
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| annual report | A yearly report to stockholders prepared by publicly-held corporations, containing required financial performance information and other material designed to promote the organization.
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| appropriation | Commercial use of an entity's picture, likeness, or name without permission.
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| attitude-action consistency | A set of theories and models accounting for the discrepancies between expressed attitudes and actual behavior.
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| audience coverage | Whether and how well intended publics were reached, which messages reached them, and who else heard the messages.
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| audit | An evaluation and inventory of an organizational system.
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| authoritarian cultures | Centralized decisions made in organizations by top management.
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| aware public | People who know about a problem but don't act on it.
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| boundary spanning | looking in and outside the organization to anticipate issues, problems and opportunities.
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| B-roll | Extra video footage often sent along with a Video News Release (VNR) for use by TV stations to prepare their own video stories about the topic on the video.
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| brainstorming | A technique of group discussion used to generate large numbers of creative alternatives or new ideas.
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| brandstanding | Corporate sponsorship of special events as a way of getting publicity and gaining goodwill.
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| branded news | An independent electronic news outlet that uses a corporate-sponsored web site as its vehicle for reporting in-depth news about one particular industry.
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| burnout | The idea that a message loses its punch if consumers hear it too often or too far in advance of an event.
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| civil libel | Cases involving published, defamatory information showing negligence and identifying the injured party. Injured party seeks monetary damage under civil statutes.
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| closed-system evaluation | A pre-/post-event assessment that considers only the controlled message elements.
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| code of ethics | A formal set of rules governing proper behavior for a particular profession or group.
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| collective bargaining | A continuing institutional relationship between an employer and a labor organization concerned with the negotiation, administration, interpretation, and enforcement of contracts covering wages, working conditions, and other issues related to employment.
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| commercial speech | Public communication by business organizations through advertising or public relations to achieve sales or other organizational goals.
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| communication audit | Research to determine the flow of communication within an organization.
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| communication climate | The degree of trust and openness that exists in the communication processes of an organization.
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| communication flow | The direction (upward, downward, or horizontal) messages travel through the networks in an organization.
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| communication load | The total amount of communication received and initiated in a given channel.
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| communication networks | The patterns of communication flow between individuals in organizations.
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| communication policies | Final statements of organizational positions related to communication activities and behaviors and information sharing.
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| communication rules | Mutually accepted standards of communication behavior that provide the basis for coordinated interpersonal interaction.
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| community relations | A public relations function consisting of an institution's planned, active, and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the institution and the community.
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| conference call (financial) | Video or phone conference with the Chief Executive Officer (CEO) and the Chief Financial Officer (CFO) of a company and analysts, financial reporters and other investment stakeholders. The call usually is scheduled the day following the release of a quarterly report. It is for the CEO and CFO to explain the meaning behind the numbers to the financial stakeholders.
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| consumer relations | The aspect of public relations that improves the organization's relationships and communication with consumers. This includes resolving customer complaints, disseminating consumer information, dealing with outside consumer advocacy groups and advising management on consumer opinion.
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| content analysis | Systematic coding of questionnaire responses or other written messages into categories that can be totaled.
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| contract | a legal instrument that protects the rights of two or more parties.
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| controlled media | Those media that the public relations practitioner has actual control over, such as a company newsletter.
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| copyright | Legal protection from unauthorized use of intellectual property fixed in any tangible medium of expression.
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| corporate philanthropy | Recognition of corporate obligations and responsibilities to communities represented by monetary and other contributions to charitable organizations.
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| Corporate public relations | Public relations activities that are intended to build a sound relationship between the organization and its employees.
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| counseling firm | A public relations or marketing company hired by another organization to help with campaigns or run an entire public relations function.
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| criminal libel | Public defamatory communication causing breach of the peace or incitement to riot. State, or the injured party through the government, seeks punishment under criminal statutes, which may result in fine, imprisonment or both.
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| crisis | A situation, issue or event that attracts public scruntiny through mass media and disrupts an organization's working environment.
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| crisis plan | A standing public relations action plan to deal with how to react to crisis situations that is instituted the moment a crisis occurs.
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| critical theory | theories that relate underlying faults of public relations practice to larger social issues and value frameworks.
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| cybernetics | The study of how systems use communication for direction and control.
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| cyberspace | A term used to refer to the place where on-line conversations and information exchange take place.
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| defamation | Any communication that holds a person up to contempt, hatred, ridicule, or scorn.
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| Delphi Model | A technique for reaching consensus through multiple sets of questionnaires or interviews.
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| desk-side briefings | A visit made by a public relations practitioner to a member of the media to pitch a story idea, provide background information and update the reporter on current activities.
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| diffusion of information | The way in which information spreads through a public.
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| diffusion of innovations | processes by which social changes (technologies, new social behaviors) are introduced into social systems.
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| dominant coalition | People who have the power to direct their organizations.
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| economic education | Widespread efforts to overcome economic illiteracy.
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| economic illiteracy | A lack of understanding on the part of individuals or the general public concerning economic concepts, relationships, and issues.
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| ecosystem | A system serving as an environment for several smaller systems.
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| Elaboration Likelihood Model | A cognitive processing model that explains whether people skim messages for relevant cues (peripheral processing) or read and think through the material (central processing).
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| employee benefits | Aspects of employee compensation, often including health and life insurance, vacation and sick leave, pension programs, and other valuable considerations.
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| employee communication | a special audience within an organization which management must communicate with in order to have good internal public relations.
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| employee relations | Public relations activities that are intended to build a sound relationship between the organization and its employees.
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| environmental mediation | Other influences that effect a campaign and are outside the control of the public relations practitioner.
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| expectancy value theory | A behavioral theory regarding the rewards that people come to expect from messages based on past behavior.
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| environment | A concept in systems theory that suggests that organizations exist within social, political, and economic arenas.
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| environmental monitoring | Formal systems for observing trends and changes in public opinion that are used either once, periodically, or continuously.
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| ethics | the criteria for determining what is right and wrong based on standards of conduct and morality.
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| evaluation | An examination of the effectiveness of a public relations effort.
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| experimental research | Scientific testing which usually includes a control group that isn't tested. Test results from the group or groups tested can be measured against the control group to seek to determine the extent of difference.
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| Extranet | An Internet-based external communication system that organizations use as a link to the media and other outside stakeholder groups.
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| fair comment | A defense against libel, the expression of opinion on matters of public interest.
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| fair use | – permission to use creative expression of others without compensation; it is based on four criteria specified in the 1976 Copyright Law.
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| Federal Communications Commission (FCC) | Established in 1934 to regulate television and radio broadcasting.
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| Federal Trade Commission (FTC) | That federal government regulatory body charged with assuring fair dealing in relation to goods and services in terms of such things as truth in advertising; it governs all commercial advertising.
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| feedback | Information received in response to actions or messages about those actions or messages.
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| financial analysts | Investment counselors, fund managers, and others whose function is to gather information about various companies, develop expectations of the companies' performances, and make judgments about how securities markets will evaluate these factors.
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| financial budget | A detailed estimate of how much an organization expects to spend in a given period and where the money will come from.
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| financial press | Media outlets devoted to coverage of business and financial information.
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| financial public relations | The process of creating and maintaining investor confidence and building positive relationships with the financial community through the dissemination of corporate information.
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| First Amendment | The initial section of the United States Bill of Rights that guarantees the freedoms of press, speech, assembly, and religion.
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| flack (or flak) | A derogatory term sometimes applied to public relations practitioners, primarily by reporters and editors.
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| focus group | A group of people representative of an organization's various publics who are called together, usually only once, to give advance reaction to a plan.
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| Food and Drug Administration (FDA) | regulates labeling, packaging and sale of food, drugs and cosmetics.
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| formative evaluation | Monitoring of a program or campaign at various intervals as it progresses to determine what is working and what isn't and where changes need to be made.
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| Form 1O-K, Form 10-0, and Form 8-K | Reports required by the Securities and Exchange Commission from publicly traded companies.
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| forum | A gathering place on an online service such as America Online where people "meet" about a topic or theme. Messages are left, other people add to the discussion, and at times people "chat" on line.
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| Freedom of Information Act (FOIA) | A law passed in 1974 requiring disclosure of certain categories of government information.
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| FTP | File transfer protocol, the main means by which one retrieves files from the Internet.
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| game theory | A framework for understanding outcomes of organizational behavior based on organizations and their publics taking each others' interests into account.
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| Gantt chart | A graphic illustration of the time required to accomplish various jobs in a project.
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| gatekeeper | An individual who is positioned within a communication network so as to control the messages flowing through communication channels.
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| globalization | The process of developing worldwide markets and overall economic interdependence among the nations of the world.
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| goals | Basic direction of an organization or other entity. Goals are generally considered to be the top priority within an organization because they provide a sense of directly.
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| grass-roots lobbying | Organizing local constituencies to influence government decision makers.
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| guerilla tactics | The concept of using nontraditional communication vehicles to gain visibility for a product or sercie. Sidewalk art, internet chat rooms, radio talk shows are some examples of guerilla tactics.
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| hierarchy | A proposition underlying systems theory that maintains that systems are organized in a successively more inclusive and complex pattern and that to understand systems of behavior several appropriate levels should be examined.
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| home page | A site on the Internet or World Wide Web where one can place data, including words, sound, and graphics, to be retrieved by Internet users.
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| impact analysis | Measuring the results of a public relations effort to determine its effect on an organization's program.
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| inferential data | Information that not only characterizes a particular group or situation but also allows researchers to draw conclusions about other groups or situations.
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| information subsidy | The savings in reporter time that media organizations are said to gain when they accept news releases and video materials from organizations.
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| internal media | channels of communication controlled by the organization and directed to audiences within the organization.
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| interdependence | A proposition underlying systems theory that maintains that elements of systems cannot act unilaterally and that all elements of a system influence one another. Behavior is the product of systems, not individual system elements.
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| intergrated communication | Coordinating public relations, marketing, advertising to create and strengthen the relationship the organization has with a consumer while selling the product or service.
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| integrated marketing communication | Another term used for coordination of public relations, marketing and advertising to create and strengthen relationships the organizations has with a consumer while selling the product or service.
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| Internet | A vast, interconnected computer network that allows computers anywhere in the world to communicate instantly with computers in another part of the country or the word.
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| inter-organizational communication | Structured communication among organizations linking them with their environments.
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| interpersonal communication | The exchange of messages between individuals through which needs, perceptions, and values are shared and by which mutual meanings and expectations are developed.
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| interpersonal and relational communication | the processes of relationship development between individuals as applied to the study of relationships between organizations and their publics.
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| intervening public | People who may make it more difficult for an organization to reach those it is aiming to influence or gain approval from.
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| interviews | Gathering of information from a respondent. They may be obtained in person, on the phone, by mail, or on the Internet.
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| Intranet | An Internet-based internal communication system that organizations use as a link to employees and board members.
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| intrusion | Surreptitious recording or observing of other people's private documents, possessions, activities, or communications.
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| invasion of privacy | Four areas in which one entity may violate the privacy of another: appropriation, publication of private information, intrusion, or publication of false information.
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| investment conferences | Meetings attended by investment professionals especially for the purpose of hearing company presentations.
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| issue advertising (advocacy advertising) | Advertising designed to communicate an organization's stand on a particular issue and seeking to generate support for that position.
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| issues management | The process of identifying issues that potentially impact organizations and managing organizational activities related to those issues.
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| key contacts | People who either can influence the publics an organization is trying to reach or have direct power to help the organization.
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| Knowledge management | The computer-based system designed to increase productivity by getting the right information to the right people at the right time.
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| latent public | People who are not aware of an existing problem.
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| law | The rules of conduct established and enforced by authority in society.
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| level of analysis | In the systems approach, the magnitude of the system chosen for examination.
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| liaisons | Individuals who serve as linking pins connecting two or more groups within organizational communication networks. Sometimes referred to as internal boundary spanners.
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| libel | Published defamation by written or printed words or in some other physical form that is communicated to a third party.
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| licensure | A formal certification process that indicates a person measures up to a set of professional standards and qualifications.
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| line organization | A method of structuring organizations as a sequence of ascending levels of responsibility for the production of goods or services.
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| lobbying | The practice of trying to influence governmental decisions, usually done by agents who serve interest groups.
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| malice | A requirement of civil libel in cases involving public figures that the plaintiff must show the defendent's knowledge of the falsity of published material, or a reckless disregard for the truth.
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| Management-by-Objectives (MBO) | A process that specifies that supervisors and employees will jointly set goals for employees. Usually followed by a joint evaluation of the employee's progress after a set period of time.
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| Marketing | Business discipline concerned with building and maintaining a market for an organization's product or services. It focuses externally on selling and how quality, availability of a product or service affect its ability to be sold in the marketplace.
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| mass opinion | The consensus of the public at large.
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| media relations | Activities that are inteded to build open channels of communicatin between an organization and the media, as a way of sharing news and features of potential interest to media audiences.
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| mission | Overall direction for an organization.
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| model | A way of looking at something.
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| moderating public | Those people who could make it easier for an organization to get its message through to the public it really wants to reach.
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| mutual expectations | Shared similar responses to messages and events.
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| National Labor Relations Board (NLRB) | That federal government regulatory body charged with overseeing union activities and union/management relations. It governs communication between unions and employers.
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| network | Two or more computers linked together.
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| news conferences | Structured opportunities to release news simultaneously to multiple media with an opportunity for the media personnel to ask the subjects questions.
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| news release | A news story prepared for the media by the organization.
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| newsroom | An area set aside to provide information, services, and amenities to journalists covering a story.
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| not-for-profit organization | A group or company whose primary purpose is not to make a profit, regardless of whether it actually does so in a given year.
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| observations | Data or information secured by observing. Qualitative evidence as contrasted with experimental or scientific evidence.
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| off-the-record | An agreement with an interviewer not to print information provided.
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| online | A situation where two or more computers are "talking" to each other.
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| open-system evaluation | An ongoing assessment of the effectiveness of public relations actions considering the impact of uncontrolled elements.
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| operating budget | An estimate of the amount and costs of goods and services an organization expects to consume.
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| opinion leaders | People who are instrumental in influencing other people's attitudes or actions.
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| organizational climate | The collective subjective perceptions held by an organization's employees concerning organizational policies, structure, leadership, standards, values, and
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| rules. |
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| organizational communication | The exchange and interaction of informal and formal messages within networks of interdependent relationships.
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| organizational culture | The values, symbols meanings, beliefs and ways of doing things that integrate a group of people who work together.
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| participative cultures | Employees are empowered to make decisions in the organization.
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| perception | The process of making sense of incoming stimuli.
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| perceptual screens | Filters composed of needs, values, attitudes, expectations, and, experiences, through which individuals process messages to derive meaning.
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| planned publicity | Publicity that is the planned result of a conscious effort to attract attention to an issue, event, or organization.
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| policy | A type of standing plan that serves as a, guide for decision making and usually is set by top management.
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| political action committee (PAC) | A group of people who raise or spend at least $1,000 in connection with a federal election.
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| press clubs | organizations established by corporations in Japan and elsewhere where media reporters meet corporate public relations practitioners.
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| pro bono | Professional services provided without compensation.
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| proxy | Absentee voting rights. In publicly held companies stockholders may give their "proxy" to someone else to vote based on their shares of stock.
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| press agent | One who uses Information as a manipulative tool, employing whatever means are available to achieve desired public opinion and action,
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| press kit | A collection of publicity releases packaged to gain media attention. (often called "media kit.")
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| primary public | The group of people an organization ultimately hopes-to influence or gain approval from.
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| primary research | The gathering of information that is not already available.
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| prioritize | Put in order of most important to least important.
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| privacy rights | Protection from unauthorized intrusion into a person's private life.
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| privilege | A defense against libel; the allowance of what might otherwise be libelous because of the circumstances under which a statement was produced. A person has "qualified privilege" to report fairly and accurately a public meeting or record, even if it turns out to be untrue.
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| proactive | taking an action (s) to be on the offensive.
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| procedure | A type of standing plan that consists of standard instructions for performing common tasks. Procedures carry out an organization's policies.
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| product liability | The principle that companies are responsible for any damage or disease that might be caused by the use of their products.
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| program evaluation and review technique (PERT) | A network representing a plan to accomplish a project showing the sequence, timing, and costs of the various tasks.
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| propaganda of the deed | Provocative actions designed solely to gain attention for ideas or grievances.
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| public | A group of individuals tied together by a sense of common characteristics or responses,
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| public affairs | That aspect of public relations dealing with the political or governmental environment of organizations.
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| public communication | A multi-step, multidirectional process in which messages are disseminated to a broad, and sometimes undifferentiated, audience through complex networks of active transmitters.
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| Public Information/Public Affairs Officers (PIOs/PAOs) | Public relations practitioners working for the U.S. government or other institutions using those titles.
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| public opinion | An attitudinal measure of the image a public holds concerning some person, object, or concept which is a collection of opinions within society.
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| Public participation programs or citizen involvement programs | Government-mandated programs to assess the social impacts of proposed changes on affected individuals, groups and organizations.
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| public relations | A management function that helps define an organizational philosophy and direction by, maintaining communication within a firm and with outside forces and by monitoring and helping a firm adapt to significant public opinion.
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| public relations audit | A research process to determine what the image of an organization is both internally and externally.
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| public relations counselor | One who informs both publics and organizations in the effort to create relationships of mutual benefit and support.
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| publicity | Publication of news about an organization or person for which time or space was not purchased.
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| publicity agent | One who saves as a conduit of information from organizations to publics, using the information to promote understanding, sympathy, or patronage for the organization.
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| qualitative research | A method of delving into audience opinion without relying on formal, rigorous, number-based research methods.
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| questionnaire | list of questions used to gather information or to obtain a sample of opinion.
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| readability study | An assessment of the difficulty an audience should have reading and comprehending a passage.
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| readership survey | A study to determine the characteristics, preferences, and reading habits of an audience.
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| regulation | A proposition underlying systems theory that maintains that the behavior of systems is constrained and shaped by interaction with other systems.
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| relationship marketing | Another term related to integrated marketing. It focuses on building relationships with consumers through marketing, advertising and public relations.
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| rhetorician | A master of clear, persuasive writing and speaking techniques.
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| rich media | media channels that more closely resemble face-to-face communication because they allow for continual feedback and touch more of the senses by incorporating words, visuals, and sound.
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| rumor | An unconfirmed report, story or statement that gets into general circulation.
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| sanctions | Restrictions imposed on a member of a profession by an official body.
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| scenario construction | A forecasting tool that explores likely consequences of alternative courses of action in a hypothetical, logical future situation.
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| secondary research | The gathering of available information from published sources.
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| Securities and Exchange Act of 1934 | requires adequate publicity for sale of stocks and full disclosure of any pertinent information when it becomes available. Set up the Securities and Exchange Commission to regulate financial markets.
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| Securities and Exchange Commission (SEC) | Federal government regulatory body established by Congress in 1934 to oversee the trade of stocks and bonds and the operations of financial markets.
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| Single-use plans | Plans developed for use in one specific situation.
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| situational theory | a principal technique for segmenting audiences in public relations based on their likelihood of communicating.
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| slander | Oral defamation.
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| social audit | Research to determine the social programs of an organization to determine its ability to be a socially responsible organization.
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| spontaneous publicity | Publicity accompanying unplanned events,
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| staff | Organizational personnel employed to provide support and advice to line management.
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| stakeholder analysis | method for characterizing publics according to their interest in an issue.
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| stakeholders | are those individuals who perceive themselves to have an interest in the actions of an organization.
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| standing plans | Plans for dealing with certain types of situations, particularly common situations and emergencies.
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| strategic plans | Long-range plans concerning a group's major goals and ways of carrying them out. These plans usually are made by top management.
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| subsystem | A component of a system.
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| summative evaluation | Measurement to determine the success or failure in reaching a program or campaign's objectives that is done at the completion of the program.
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| supplier relations | An aspect of public relations of special importance to the small business owner. Supplier relations helps small businesses maintain inventory, secure financing and engage in other activities that allow the business to survive.
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| survey research | a formal or scientific study usually through accomplished through the use of a questionnaire administered to a sample of the audience being studied.
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| synergy | A proposition underlying systems theory that maintains that the whole is greater than the sum of its parts.
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| system | A set of objects or events grouped together by sets of relationships.
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| systems theory | theories that suggest how organizations are made up of interrelated parts and that use these parts to adapt to the environment.
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| Sunshine Act | A law requiring meetings of governmental boards, commissions, and agencies to be open to the public.
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| tactical plans | Short-range plans for accomplishing the steps that lead up to achievement of an organization's goals. These plans are carried out at every level of an organization and on an everyday basis.
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| target audience | The primary group an organization is trying to influence.
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| tender offer | an offer above the market price of the company's stock that is high enough to entice shareholders to sell despite their loyalty to the company.
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| theory | An explanation or belief about how something works.
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| trademark | A legally protected name, logo, or design registered to restrict its use.
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| uncontrolled media | Those media whose actions are not under the public relations practitioner's control, such as community newspapers and radio stations.
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| universe | A system providing the environment for ecosystems.
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| variable | object, or event that can be measured or manipulated.
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| VNR Video News Release | A video package sent as a news story for use on television news broadcasts.
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| whistle-blowing | Insiders telling the media what they know about improper practices by others, usually in the same company, with the hope of improving the situation.
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| World Wide Web | Another term for the Internet, or interconnected computer system.
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| Written consent | defense against invasion of privacy and copyright violation when permission is given in writing.
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