| collateral materials | printing, research, and photographs that PR firms handle for clients, charging as much as 17.65% for this service
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| embedded journalists | when war correspondents exchange control of their output for access to the front
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| fixed fee arrangements | when PR firms perform a specific set of services for a client for a specific and prearranged fee
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| flack | a derogatory name sometimes applied to public relations professionals
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| focus groups | small groups of people who are interviewed, typically to provide advertising or public relations professionals with detailed information
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| greenwashing | public relations practice of countering the public relations efforts aimed at clients by environmentalists
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| integrated marketing communications (IMC) | combining public relations, marketing, advertising, and promotion into a seamless communication campaign
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| lobbying | in public relations, directly interacting with elected officials or government regulators and agents
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| pseudo-events | events that have no real informational or issue meaning; they exist merely to attract media attention
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| public | in PR, any group of people with a stake in an organization, issue, or idea
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| satellite-delivered media tour | spokespeople can be simultaneously interviewed by a worldwide audience hooked to the interviewee by telephone
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| spin | in PR, outright lying to hide what really happened
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| video news release | preproduced report about a client or its product that is distributed on videocassette free of charge to television stations
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| viral marketing | PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word
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