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Advising management concerning policies, relations and communications

Protects and defends and individual, company or organization facing a public challenge to its reputation. These challenges can involve legal, ethical or financial standing.

Activities designed to build sound relationships between an organization and its employees, and a critical element in fostering positive attitudes and behavior of employees as ambassadors for their organizations.

An aspect of public relations responsible for building relationships with investor publics, including shareholders/stockholders, potential investors, financial analysts, the financial markets, and the Securities and Exchange Commission.

Dealing and communicating with the shareholders of an organization and the investment community.

Also known as investor relations.

Dealing and communicating with legislatures and government agencies on behalf of an organization.

An activist practice for creating social change among average people.

Based on the power of the people to take collective action on their own behalf.

Often used to sway pubic opinion and move legislatures to action.

Grasstops uses the same strategy, but with community influencers.

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

In the context of public opinion, issues management attempts to discern trends in public opinion so that an organization can respond to them before they amplift into serious conflict.

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

Must register between the 1st and 10th day of each quarter.

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.

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

Examples: advertising, collateral materials, interactive communications, publicity, promotion, direct mail, trade shows and special events

Mutually beneficial associations between publicists or public relations professionals and members of media organizations as a condition for reaching audiences with messages of news or features of interest.

Maintaining up-to-date lists of media people and a knowledge of media audiences are critical to the function.

Dealing with communication media in seeking publicity or responding to their interest in the organization.

Relating with people in various cultural groups.

Considerations may include: household composition, age, gender, ethnic background, religious background, language, etc.

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

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

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

Glittering generalities (broad statements)

Name calling (emotions)

Transfer (guilt by association)

Bandwagon (everybody's doing it)

Plain folks (anti-elitism)

Testimonials (if irrelevant)

Card stacking (one-sided)

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

Also applies to the military and governmental agencies due to the 1913 Gillett Amendment

Representation of a point of view in collected forms such as facts, news, messages, pictures or data; the process of disseminating such information to publics usually through the mass media.

A designation describing persons charged with the task of such dissemination usually on the behalf of government agencies, nonprofit organizations, colleges or universities.

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

It is an uncontrolled method of placing messages because the source does not pay for the placement.

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

There are varying degrees of reactive public relations with some situation requiring implementation of an organization's crisis plan.

(Often citied in the context of crisis management.)

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.

The media that are not under the direct control of the sender of the message.

Examples: newspapers, magazines, radio, television, external websites, social media commentary, externally produced news stories.

Information placed in the media by an identified sponsor that pays for time and space.

A controlled method of placing message in the media.

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.

A brand name is the name of the distinctive product, service or concept.

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

Can also be applied to the entire corporate identity as well as to individual product and service names.

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 areas where an organization operates.

Dealing and communicating with citizens and groups within an organization's operating area.

self-sponsored communication channels, media and tools that are under the direct control of the sender.

Examples: paid advertising, newsletters, brochures, some types of e-mails, organizational websites and blogs, organizational broadcasts and podcasts, speeches, etc.