Glossary

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Glossary Entries
Word(s)	Definition	Image	Caption	Link	Source
TBA	Public relations agencies that offer a spectrum of services, from traditional media relations and event planning to highly specialized research, training, and social media expertise.
TBA	Public relations agencies that help organizations navigate public policy both globally and locally.
TBA	Public relations agencies that focus on strategic communications, including mergers and acquisitions, investor relations, and the defense of hostile takeovers.
TBA	Public relations agencies that help organizations develop brand strategies and programs for organizations and brands.
active publics	Stakeholders who recognize and do something about a problem related to organizational decisions that affect them.
Activist groups	Special-interest groups that arise around an organization in order to establish change related to their particular issue of concern. They normally arise from a grassroots movement.
Apathetic stakeholders	Stakeholders who generally ignore organizational issues. Organizational communications with these stakeholders should focus on increasing awareness, the significance of the issue, and invitations for involvement.
asymmetrical model	A research-based, two-way model of communication in which the imbalance of information favors the communicator. The public's beliefs about an organization or issue of importance is incorporated into the public relations messages distributed by the organization. The information presented seeks to persuade the public to adopt the attitudes and beliefs that are favorable to the organization.
claim	Something demanded of an organization by a stakeholder group or asserted to be due to a stakeholder by an organization.
claim	Something demanded of an organization by a stakeholder group or asserted to be due to a stakeholder by an organization.
clip counting	A tool for measuring output objectives. Elements such as articles, broadcast stories, and online messages that mention a company or product are counted. This method is simple and convenient, but it is not informative because it only provides a count and not an evaluation of the output.
clip counting	A tool for measuring output objectives. Elements such as articles, broadcast stories, and online messages that mention a company or product are counted. This method is simple and convenient, but it is not informative because it only provides a count and not an evaluation of the output.
Closed systems	Organizational behavior in which an organization is insensitive to environmental deviations.
Closed systems	Organizational behavior in which an organization is insensitive to environmental deviations.
collaborative approach	A proactive behavior that uses dialogue to create mutually beneficial solutions that incorporate the interests of both the organization and its stakeholders. Used by organizations to build consent and support among its publics.
collaborative approach	A proactive behavior that uses dialogue to create mutually beneficial solutions that incorporate the interests of both the organization and its stakeholders. Used by organizations to build consent and support among its publics.
Communication	The process of not only sending a message to a receiver but also understanding the messages of others through listening and dialogue.
Communication	The process of not only sending a message to a receiver but also understanding the messages of others through listening and dialogue.
communication manager	A public relations professional whose combined role is that of an expert prescriber, a communication facilitator, and a problem-solving facilitator.
communication manager	A public relations professional whose combined role is that of an expert prescriber, a communication facilitator, and a problem-solving facilitator.
community relations	A subfunction of corporate public relations responsible for establishing and maintaining relationships with an organization's communities. It often includes oversight of philanthropy and corporate social responsibility (CSR).
community relations	A subfunction of corporate public relations responsible for establishing and maintaining relationships with an organization's communities. It often includes oversight of philanthropy and corporate social responsibility (CSR).
consequentialism	The theory that the moral value of a particular act or decision is based on the outcome or consequences of that act or decision.
consequentialism	The theory that the moral value of a particular act or decision is based on the outcome or consequences of that act or decision.
corporate communication	A goal-oriented communication process that can be applied not only in the business world but also in the world of nonprofits and nongovernmental organizations, educational foundations, activist groups, faith-based organizations, and other groups. Generally synonymous to the term public relations, it is also referred to as strategic public relations and strategic communication management.
corporate communication	A goal-oriented communication process that can be applied not only in the business world but also in the world of nonprofits and nongovernmental organizations, educational foundations, activist groups, faith-based organizations, and other groups. Generally synonymous to the term public relations, it is also referred to as strategic public relations and strategic communication management.
Crisis management	A type of public relations that involves planning for and reacting to emergency situations and risk management.
Crisis management	A type of public relations that involves planning for and reacting to emergency situations and risk management.
definitive stakeholders	Stakeholders who possess all three stakeholder attributes of legitimacy, power, and urgency related to a stake or claim.
definitive stakeholders	Stakeholders who possess all three stakeholder attributes of legitimacy, power, and urgency related to a stake or claim.
Deontology	A branch of ethics that is not based on consequences or outcome but on duty. In this moral analysis, the ethics of an action is based on an action's adhering to a rule, an obligation, or a duty.
Deontology	A branch of ethics that is not based on consequences or outcome but on duty. In this moral analysis, the ethics of an action is based on an action's adhering to a rule, an obligation, or a duty.
development fund-raising	A public relations subfunction that is responsible for building financial support in the form of donations or government grants.
development fund-raising	A public relations subfunction that is responsible for building financial support in the form of donations or government grants.
Diffused stakeholders	Stakeholders, including publics, who have infrequent interactions with an organization. They become involved with an organization based on the actions of the organization.
Diffused stakeholders	Stakeholders, including publics, who have infrequent interactions with an organization. They become involved with an organization based on the actions of the organization.
earnings per share	The earnings for each outstanding share of a company's stock, abbreviated as EPS. This measure provides a good ratio for making comparisons to other companies, regardless of their size.
earnings per share	The earnings for each outstanding share of a company's stock, abbreviated as EPS. This measure provides a good ratio for making comparisons to other companies, regardless of their size.
Enabling stakeholders	Stakeholders who have some control and authority over an organization, such as stockholders, board of directors, elected officials, and governmental legislators and regulators.
Enabling stakeholders	Stakeholders who have some control and authority over an organization, such as stockholders, board of directors, elected officials, and governmental legislators and regulators.
Enlightened self-interest	A form of decision making in which the consequences of a potential decision are analyzed and preferential treatment is given to the decision makers' desires but not to the exclusion of others' wishes. Sometimes referred to as professional ethics or responsible advocacy.
Enlightened self-interest	A form of decision making in which the consequences of a potential decision are analyzed and preferential treatment is given to the decision makers' desires but not to the exclusion of others' wishes. Sometimes referred to as professional ethics or responsible advocacy.
environmental scanning	The process of monitoring the environment for potential issues of concern and changing trends in order to identify problems with an organization's publics.
environmental scanning	The process of monitoring the environment for potential issues of concern and changing trends in order to identify problems with an organization's publics.
ethics	In public relations, moral principles defined as how decisions, management items, and communication ought to be conducted.
ethics	In public relations, moral principles defined as how decisions, management items, and communication ought to be conducted.
evaluation research	Research that allows public relations professionals to show the impact made through their communication efforts after a public relations campaign.
evaluation research	Research that allows public relations professionals to show the impact made through their communication efforts after a public relations campaign.
Formal research	Research that typically takes place in order to generate numbers and statistics. Formal research is used to both target communications and measure results.
Formal research	Research that typically takes place in order to generate numbers and statistics. Formal research is used to both target communications and measure results.
formative research	Planning research that is conducted so that what the publics know, believe, or value and what they need or desire to know can be understood before communication is begun.
formative research	Planning research that is conducted so that what the publics know, believe, or value and what they need or desire to know can be understood before communication is begun.
Functional stakeholders	Stakeholders who are essential to the operations of an organization. Functional stakeholders are categorized as being part of the input by providing labor and resources to create products or services, or as part of the output by receiving those products or services.
Functional stakeholders	Stakeholders who are essential to the operations of an organization. Functional stakeholders are categorized as being part of the input by providing labor and resources to create products or services, or as part of the output by receiving those products or services.
generic principles of excellence	Variables related to overall organizational effectiveness that do not vary across cultures or national boundaries, or by organization size or industry type.
generic principles of excellence	Variables related to overall organizational effectiveness that do not vary across cultures or national boundaries, or by organization size or industry type.
goal attainment perspective	The setting of clear and measurable goals by an organization, such as rankings or sales numbers. When the stated goals are fulfilled, the organization is considered effective.
goal attainment perspective	The setting of clear and measurable goals by an organization, such as rankings or sales numbers. When the stated goals are fulfilled, the organization is considered effective.
homeostasis	The ability of an organization to survive and also grow. Homeostasis is a measure of how effective an organization is.
homeostasis	The ability of an organization to survive and also grow. Homeostasis is a measure of how effective an organization is.
Horizontal decentralization	The flow of decision-making power informally to people in the operating core and the technostructure, and to support staff.
Horizontal decentralization	The flow of decision-making power informally to people in the operating core and the technostructure, and to support staff.
Influentials	Publics who can act as intervening publics and whose opinions are more influential than public relations messages alone. These individuals can either support or work against an organization's efforts.
Influentials	Publics who can act as intervening publics and whose opinions are more influential than public relations messages alone. These individuals can either support or work against an organization's efforts.
Informal research	Research that typically gathers information and opinions through conversations and in an ongoing and open exchange of ideas and concerns.
Informal research	Research that typically gathers information and opinions through conversations and in an ongoing and open exchange of ideas and concerns.
input	The feedback from its environment that an open organization collects about environmental deviations. Input can be categorized as negative, which alerts the organization to problems that need correcting, or positive, which tells the organization what it is doing right that should be continued or increased.
input	The feedback from its environment that an open organization collects about environmental deviations. Input can be categorized as negative, which alerts the organization to problems that need correcting, or positive, which tells the organization what it is doing right that should be continued or increased.
interdependence	The relationship between an organization and its stakeholders.
interdependence	The relationship between an organization and its stakeholders.
internal relations	The branch of corporate public relations that works with intraorganizational personnel in order to maintain an effective and satisfied workforce.
internal relations	The branch of corporate public relations that works with intraorganizational personnel in order to maintain an effective and satisfied workforce.
intervening publics	Publics who act as opinion leaders, disseminating messages or information to others.
intervening publics	Publics who act as opinion leaders, disseminating messages or information to others.
issues forecasting	The phase within issues management in which emerging issues are monitored and their future importance is predicted.
issues forecasting	The phase within issues management in which emerging issues are monitored and their future importance is predicted.
Issues management	A forward-thinking function of corporate public relations that is responsible for identifying and solving problems, and also for identifying trends, industry changes, and other potential issues that could impact an organization. It is one of the most important subfunctions of public relations.
Issues management	A forward-thinking function of corporate public relations that is responsible for identifying and solving problems, and also for identifying trends, industry changes, and other potential issues that could impact an organization. It is one of the most important subfunctions of public relations.
key messages	The most primary messages that advance an organization's mission.
key messages	The most primary messages that advance an organization's mission.
lobbying	A type of public relations that typically communicates and maintains relationships with legislators, press secretaries, and other governmental officials.
lobbying	A type of public relations that typically communicates and maintains relationships with legislators, press secretaries, and other governmental officials.
lobbying process	The part of government relations and public affairs in which the research, knowledge, and policies formulated through issues management are communicated to legislative publics.
lobbying process	The part of government relations and public affairs in which the research, knowledge, and policies formulated through issues management are communicated to legislative publics.
Management	The body of knowledge on how best to coordinate the activities of an enterprise to achieve effectiveness.
Management	The body of knowledge on how best to coordinate the activities of an enterprise to achieve effectiveness.
market capitalization	The measure of a company's value, which is calculated by multiplying the price of a single share by all of the shares outstanding.
market capitalization	The measure of a company's value, which is calculated by multiplying the price of a single share by all of the shares outstanding.
Marketing communications	A subfunction of corporate public relations that involves publicity and product promotion, targeting specific public consumers. Also known as integrated marketing communications and integrated communications.
Marketing communications	A subfunction of corporate public relations that involves publicity and product promotion, targeting specific public consumers. Also known as integrated marketing communications and integrated communications.
materiality	An event that can have either a positive or a negative impact on a company's share price.
materiality	An event that can have either a positive or a negative impact on a company's share price.
member relations	A public relations subfunction that is responsible for maintaining good relationships with members of an organization or group that share common goals and require membership. Examples include alumni and activist groups.
member relations	A public relations subfunction that is responsible for maintaining good relationships with members of an organization or group that share common goals and require membership. Examples include alumni and activist groups.
mixed-motive approach	An approach to public relations that facilitates communication on both sides of an issue, both for organizations and for publics. In this approach, public relations professionals not only want to aid their employer or client, but also to assist the publics outside the organization to access and understand the inner workings of the firm.
mixed-motive approach	An approach to public relations that facilitates communication on both sides of an issue, both for organizations and for publics. In this approach, public relations professionals not only want to aid their employer or client, but also to assist the publics outside the organization to access and understand the inner workings of the firm.
net earnings	The profits remaining after all interest, taxes, and other costs, such as depreciation, are factored in.
net earnings	The profits remaining after all interest, taxes, and other costs, such as depreciation, are factored in.
Nongovernmental organizations	Groups who exist in order to carry out initiatives, such as humanitarian tasks, that governments are not willing to handle. NGOs often form around social issues and do not have the profit motivation of corporations.
Nongovernmental organizations	Groups who exist in order to carry out initiatives, such as humanitarian tasks, that governments are not willing to handle. NGOs often form around social issues and do not have the profit motivation of corporations.
Nonprofit or not-for-profit groups	Groups that exist in order to educate, fund research, advocate, or lobby on behalf of a public cause or initiative.
Nonprofit or not-for-profit groups	Groups that exist in order to educate, fund research, advocate, or lobby on behalf of a public cause or initiative.
Normative stakeholders	Stakeholders who share a common interest with an organization. These associations or groups share similar values, goals, or problems.
Normative stakeholders	Stakeholders who share a common interest with an organization. These associations or groups share similar values, goals, or problems.
Objective autonomy	For the public relations professional, the state of equally considering the merits of all arguments, both from various publics and the organization.
Objective autonomy	For the public relations professional, the state of equally considering the merits of all arguments, both from various publics and the organization.
open-systems approach	Organizational behavior in which an organization exchanges information, energy, or resources with its environment. This approach is responsive to changes in the environment.
open-systems approach	Organizational behavior in which an organization exchanges information, energy, or resources with its environment. This approach is responsive to changes in the environment.
opportunities-to-see	The range of effective action related to a public relations campaign; abbreviated as OTS. Analogous to what advertisers refer to as reach.
opportunities-to-see	The range of effective action related to a public relations campaign; abbreviated as OTS. Analogous to what advertisers refer to as reach.
Organization	Any group organized with a common purpose; in most cases, it is a business, a corporation, a governmental agency, or a nonprofit group.
Organization	Any group organized with a common purpose; in most cases, it is a business, a corporation, a governmental agency, or a nonprofit group.
Outcome objectives	The objectives within a strategic plan that are focused on achieving an end result. These objectives are considered to be the most important and are also the ones most difficult to achieve.
Outcome objectives	The objectives within a strategic plan that are focused on achieving an end result. These objectives are considered to be the most important and are also the ones most difficult to achieve.
Outputs	An organization's actions and messages, such as news releases and podcasts, that result from adapting to environmental changes. Outputs are related to tactics.
Outputs	An organization's actions and messages, such as news releases and podcasts, that result from adapting to environmental changes. Outputs are related to tactics.
Outtake objectives	The objectives within a strategic plan that are focused on increasing awareness, understanding, and retention of the key message points.
Outtake objectives	The objectives within a strategic plan that are focused on increasing awareness, understanding, and retention of the key message points.
press agentry	A type of public relations in which press agents attempt to generate publicity for their clients with little regard to the truth; it is based on a simple one-way dissemination of information. Historically, it is the first type of public relations. Contrast with public information.
press agentry	A type of public relations in which press agents attempt to generate publicity for their clients with little regard to the truth; it is based on a simple one-way dissemination of information. Historically, it is the first type of public relations. Contrast with public information.
priority publics	Another term for key publics, these publics are those whose participation and cooperation are required to accomplish organizational goals.
priority publics	Another term for key publics, these publics are those whose participation and cooperation are required to accomplish organizational goals.
proactive	Public relations efforts that are taken to prevent or avert problems before they develop.
proactive	Public relations efforts that are taken to prevent or avert problems before they develop.
problem-solving facilitator	A public relations professional who collaborates with other managers to define and solve problems. This individual helps managers to work through problems from a public relations perspective.
problem-solving facilitator	A public relations professional who collaborates with other managers to define and solve problems. This individual helps managers to work through problems from a public relations perspective.
problem/opportunity statement	Within a situational analysis, a one-sentence statement that identifies and summarizes the consequences of not dealing with a problem or situation.
problem/opportunity statement	Within a situational analysis, a one-sentence statement that identifies and summarizes the consequences of not dealing with a problem or situation.
Psychographics	The segmentation of a population based on their attitudes, tastes, values, and lifestyles.
Psychographics	The segmentation of a population based on their attitudes, tastes, values, and lifestyles.
public information	An approach to public relations in which public relations specialists use objective and factual information to educate the public about their clients. It is used especially in government reporting, quarterly earnings statements, and reports. Based on a one-way dissemination of information, it is simply intended to inform. Contrast with press agentry.
public information	An approach to public relations in which public relations specialists use objective and factual information to educate the public about their clients. It is used especially in government reporting, quarterly earnings statements, and reports. Based on a one-way dissemination of information, it is simply intended to inform. Contrast with press agentry.
public policy issues	Issues with the potential of maturing into governmental legislation or regulation.
public policy issues	Issues with the potential of maturing into governmental legislation or regulation.
public relations	A conduit, a facilitator, and a manager of communication, conducting research, defining problems, and creating meaning by fostering communication among many groups in society. Also referred to as corporate communication, marketing communication, and public affairs.
public relations	A conduit, a facilitator, and a manager of communication, conducting research, defining problems, and creating meaning by fostering communication among many groups in society. Also referred to as corporate communication, marketing communication, and public affairs.
public relations agency	A type of company whose purpose is to assist an organization in a specific area of expertise. Generally, a public relations agency will assist an organization in promoting goodwill between itself and the public.
public relations agency	A type of company whose purpose is to assist an organization in a specific area of expertise. Generally, a public relations agency will assist an organization in promoting goodwill between itself and the public.
Publics	Any group(s) of people held together by a common interest. They often self-organize and do not have to attune to an organization's messages.
Publics	Any group(s) of people held together by a common interest. They often self-organize and do not have to attune to an organization's messages.
purposive sample	Research sampling in which a specific group of people is sought out for research.
purposive sample	Research sampling in which a specific group of people is sought out for research.
Qualitative research	Research that allows the researcher to generate in-depth, quality information in order to understand public opinion. This type of research is not generalizable but it often provides quotes that can be used in strategy documents.
Qualitative research	Research that allows the researcher to generate in-depth, quality information in order to understand public opinion. This type of research is not generalizable but it often provides quotes that can be used in strategy documents.
Quantitative research	Research that is based on statistical generalization. It allows numerical observations to be made in order for organizations to improve relationships with certain publics and then measure how much those relationships have improved or degraded.
Quantitative research	Research that is based on statistical generalization. It allows numerical observations to be made in order for organizations to improve relationships with certain publics and then measure how much those relationships have improved or degraded.
random sample	A randomly drawn portion of a population in which the participants have an equal chance of being selected.
random sample	A randomly drawn portion of a population in which the participants have an equal chance of being selected.
referent criteria	Standards of judgment that people apply to new situations based on previous experiences with the issue or the organization involved.
referent criteria	Standards of judgment that people apply to new situations based on previous experiences with the issue or the organization involved.
Secondary research	The collection of data that is typically part of the public domain but is applicable to a client, organization, or industry. It can be used to round out and support the conclusions drawn from primary research.
Secondary research	The collection of data that is typically part of the public domain but is applicable to a client, organization, or industry. It can be used to round out and support the conclusions drawn from primary research.
share of voice	The percentage of a population reached by a public relations or marketing campaign.
share of voice	The percentage of a population reached by a public relations or marketing campaign.
stakeholder	A group or an individual who is affected by or who can affect the success of an organization, such as employees, customers, shareholders, communities, and suppliers.
stakeholder	A group or an individual who is affected by or who can affect the success of an organization, such as employees, customers, shareholders, communities, and suppliers.
stakeholder management	An approach to management that places specific focus on key constituents. It is more measurable due to its focus on relationships with key stakeholders. It also recognizes that the interests of stakeholders often conflict.
stakeholder management	An approach to management that places specific focus on key constituents. It is more measurable due to its focus on relationships with key stakeholders. It also recognizes that the interests of stakeholders often conflict.
Strategic communication management	A goal-oriented communication process more commonly referred to as corporate communication. May also be referred to as strategic public relations.
Strategic communication management	A goal-oriented communication process more commonly referred to as corporate communication. May also be referred to as strategic public relations.
strategic constituencies perspective	The viewpoint that organizational effectiveness is based on at least the partial satisfaction of the publics who have influence or power over the organization.
strategic constituencies perspective	The viewpoint that organizational effectiveness is based on at least the partial satisfaction of the publics who have influence or power over the organization.
SWOT	A four-part tool used for analyzing situations; it consists of strengths, weakness, opportunities, and threats.
SWOT	A four-part tool used for analyzing situations; it consists of strengths, weakness, opportunities, and threats.
symmetrical model	A research-based, two-way model of public relations in which research is used not with the intent to persuade but to build mutual understanding between publics and organizations. It is a collaborative approach to building understanding in which organizations are open to changing internal policy based on what they learn from the public.
symmetrical model	A research-based, two-way model of public relations in which research is used not with the intent to persuade but to build mutual understanding between publics and organizations. It is a collaborative approach to building understanding in which organizations are open to changing internal policy based on what they learn from the public.
systems theory	The viewpoint that an organization is a system comprised of smaller subsystems. Public relations functions to communicate both among the organization's subsystems and with the organization's consumers and other publics.
systems theory	The viewpoint that an organization is a system comprised of smaller subsystems. Public relations functions to communicate both among the organization's subsystems and with the organization's consumers and other publics.
systems theory approach	The view of organizations as open social systems that must interact with their environments in order to survive.
systems theory approach	The view of organizations as open social systems that must interact with their environments in order to survive.
throughput	An organization's processing of positive and negative input to adjust to environmental change.
throughput	An organization's processing of positive and negative input to adjust to environmental change.
triangulation	In public relations, the use of two or more methods of study in order to ascertain how publics view an issue.
triangulation	In public relations, the use of two or more methods of study in order to ascertain how publics view an issue.
Utilitarianism	A doctrine that supports a standard of judging what is ethical based on how much it serves the interest of society.
Utilitarianism	A doctrine that supports a standard of judging what is ethical based on how much it serves the interest of society.