| B-roll | Film or television footage that plays while an announcer speaks over it |
| boilerplate | Standard wording about a company that usually appears near the bottom of all company-issued press releases |
| byline | Author's name given at the beginning of an article |
| content | Information |
| follow-on | A product, service or article, for instance, that results directly from a previous product, service or article |
| goal | The primary result a company is attempting to achieve through its public relations efforts |
| headline | The title of an article or press release |
| industry authorities | Respected individuals or publications within an industry |
| inverted pyramid | Journalistic style of writing where the most important information is written first, followed by information of decreasing importance |
| key influencers | Individuals, groups or publications whose opinion or coverage of a product, service or company can significantly affect public perception within a specific market |
| news feed | Electronically transmitted broadcast information |
| press release | A paper or electronic document submitted to the media with the intent of gaining media coverage |
| retraction | Media correction of information previously and erroneously reported |
| running columns | Regularly appearing articles of a specific theme or topic in a publication |
| script | Prepared speech written on paper |
| strategic partner | A company or organization that another company or organization aligns itself with to benefit both parties |
| tag line | A sentence or phrase that provides a creative description of an organization's position (e.g., Red Cross. We Save Lives). |
| target audience | The key groups or individuals that a company most wants to receive its public relations messages |
| trade publication | A magazine, newspaper or newsletter published by members of a specific industry |
| white paper | A technical document that explains how a product or service functions and its purpose |
| simultaneous submission | Sending a bylined article to more than one publication at the same time |
| pass-along rate | The number of times a received document (article, newsletter, brochure, report, etc.) is shared with other individuals |
| pass-along reader | reader who did not buy publication |
| house organ | A newsletter produced by a company for the employees of that company |
| ink | Space devoted to a company, its products or services in the print media |
| analyst | An individual representing a trade or professional association who reviews and comments publicly on products, services and companies |
| buzz | Media and public attention given to a company, its products or services |
| fact sheet | A short (generally one-page) document that provides a "snapshot" look at a company, product or service |
| media policy | Organizational directive as to how company representatives will communicate with the media |
| press conference | A scheduled presentation to a group of media representatives |
| media relations | The function of gaining positive media attention and coverage |
| mind share | Amount of thinking an individual or group does about a particular product, service or company |
| broadcast journalism | news on TV or radio |
| print journalism | written news in newspaper, magazines, etc. |
| online journalism | news on the Internet |
| citizen journalism | journalism based on images, audio and reports sent in to news groups by ordinary people who witnessed events |
| independent media | media group not controlled by government |
| broadsheets | newspapers printed on large papers & generally contain serious reports and analyses of news |
| tabloids | newspapers containing lighter stories and gossip |
| 24 hour news channel | stations which provide news all day and night |
| rolling news | non-stop news |
| to cover a story | to report on an event or development |
| in-depth coverage of | a thorough analysis of |
| eyewitness report | descriptions of what happened by people who actually saw an event |