APR PRSA Definitions 2024/2025.
Advertising
Paid communication; information placed in a communication delivery vehicle by an
identified sponsor that pays for time or space. A controlled method of delivering
messages and gaining media placement.
Brand
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. The name of
the distinctive product, service or concept.
Branding
The process of creating and/or disseminating the brand name. Can be applied to the
entire corporate identity as well as to individual product and service names.
Community Relations
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 area(s) where an organization operates. Involves dealing and
communicating with citizens and groups within an organization's operating area.
Controlled Communication Channels
Media and tools that are under direct control of the sender. Examples include paid
advertising, newsletters, brochures, some types of emails, organizational websites and
blogs, leaflets, organizational broadcasts and podcasts, intranets, teleconferences and
video conferences, meetings, speeches and position papers.
Counseling
Advising management about policies, relations and communications.
Crisis Communications
Protecting and defending an individual, company or organization facing a public
challenge to its reputation. These challenges can involve legal, ethical or financial
standing.
Employee Relations
Activities designed to build sound relationships between an organization and its
employees. A critical element in fostering positive opinions and behaviors of employees
as ambassadors for the organization.
Financial Relations
An aspect of public relations responsible for fostering relationships with investor publics.
Those include shareholders/stockholders, potential investors, financial analysts, the
financial markets (such as the stock exchanges and commodities exchanges), and the
Securities and Exchange Commission. Also known as investor relations or shareholder
relations.
Goodwill
An accounting term for the value of a business' intangible assets. The amount equals
the
difference between the value of a company's net tangible assets (total assets minus
total liabilities) and the company's market value. It is closely related to reputation.
International Financial Reporting Standards require businesses to calculate this value
, annually to determine how it has changed. The public relations management function
may be responsible for protecting and enhancing this.
Government Relations
An aspect of relationship building between an organization and government at local,
state, and/or national levels, especially involving flow of information to and from
legislative and regulatory bodies. The goal often is to influence public policy decisions
compatible with the organization's interests. Involves dealing and communicating with
legislatures and government agencies on behalf of an organization.
Grassroots Organizing
An activist practice for creating social change among average people. Organizing is
based on the power of people to take collective action on their behalf. This public
relations technique is often used to sway public opinion and move legislators to action.
"Grasstops" organizing uses the same strategy but involves community influencers.
Issues Management
The proactive process of anticipating, identifying, evaluating and responding to public
policy that affect organizations and their publics now and in the future.
Lobbying
The specialized area of public relations that fosters and maintains relations with a
government or its officials for the primary purpose of influencing legislation and
regulation.
Marketing
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.
Marketing Communications
A combination of activities designed to sell a product, service or idea. These activities
are designed to maintain consistent brand messaging across traditional and
nontraditional communication channels. These channels include advertising, collateral
materials, interactive
communications, publicity, promotion, direct mail, trade shows and special events. Also
called "integrated marketing communication" and "product publicity."
Media Relations
Mutually beneficial associations between publicists or public relations professionals and
journalists as a condition for reaching publics with messages of news or features of
interest (publicity). The function includes both seeking publicity for an organization and
responding to queries from journalists about the organization. Maintaining up-to-date
lists of media contacts and a knowledge of media audience interests are critical.
Press Agentry
Creating newsworthy stories and events to attract media attention and gain public notice
(although not all this attention may be positive).
Proactive Public Relations
Taking the initiative to develop and apply public relations plans to achieve measurable
results toward set goals and objectives.
Promotion
Advertising
Paid communication; information placed in a communication delivery vehicle by an
identified sponsor that pays for time or space. A controlled method of delivering
messages and gaining media placement.
Brand
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. The name of
the distinctive product, service or concept.
Branding
The process of creating and/or disseminating the brand name. Can be applied to the
entire corporate identity as well as to individual product and service names.
Community Relations
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 area(s) where an organization operates. Involves dealing and
communicating with citizens and groups within an organization's operating area.
Controlled Communication Channels
Media and tools that are under direct control of the sender. Examples include paid
advertising, newsletters, brochures, some types of emails, organizational websites and
blogs, leaflets, organizational broadcasts and podcasts, intranets, teleconferences and
video conferences, meetings, speeches and position papers.
Counseling
Advising management about policies, relations and communications.
Crisis Communications
Protecting and defending an individual, company or organization facing a public
challenge to its reputation. These challenges can involve legal, ethical or financial
standing.
Employee Relations
Activities designed to build sound relationships between an organization and its
employees. A critical element in fostering positive opinions and behaviors of employees
as ambassadors for the organization.
Financial Relations
An aspect of public relations responsible for fostering relationships with investor publics.
Those include shareholders/stockholders, potential investors, financial analysts, the
financial markets (such as the stock exchanges and commodities exchanges), and the
Securities and Exchange Commission. Also known as investor relations or shareholder
relations.
Goodwill
An accounting term for the value of a business' intangible assets. The amount equals
the
difference between the value of a company's net tangible assets (total assets minus
total liabilities) and the company's market value. It is closely related to reputation.
International Financial Reporting Standards require businesses to calculate this value
, annually to determine how it has changed. The public relations management function
may be responsible for protecting and enhancing this.
Government Relations
An aspect of relationship building between an organization and government at local,
state, and/or national levels, especially involving flow of information to and from
legislative and regulatory bodies. The goal often is to influence public policy decisions
compatible with the organization's interests. Involves dealing and communicating with
legislatures and government agencies on behalf of an organization.
Grassroots Organizing
An activist practice for creating social change among average people. Organizing is
based on the power of people to take collective action on their behalf. This public
relations technique is often used to sway public opinion and move legislators to action.
"Grasstops" organizing uses the same strategy but involves community influencers.
Issues Management
The proactive process of anticipating, identifying, evaluating and responding to public
policy that affect organizations and their publics now and in the future.
Lobbying
The specialized area of public relations that fosters and maintains relations with a
government or its officials for the primary purpose of influencing legislation and
regulation.
Marketing
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.
Marketing Communications
A combination of activities designed to sell a product, service or idea. These activities
are designed to maintain consistent brand messaging across traditional and
nontraditional communication channels. These channels include advertising, collateral
materials, interactive
communications, publicity, promotion, direct mail, trade shows and special events. Also
called "integrated marketing communication" and "product publicity."
Media Relations
Mutually beneficial associations between publicists or public relations professionals and
journalists as a condition for reaching publics with messages of news or features of
interest (publicity). The function includes both seeking publicity for an organization and
responding to queries from journalists about the organization. Maintaining up-to-date
lists of media contacts and a knowledge of media audience interests are critical.
Press Agentry
Creating newsworthy stories and events to attract media attention and gain public notice
(although not all this attention may be positive).
Proactive Public Relations
Taking the initiative to develop and apply public relations plans to achieve measurable
results toward set goals and objectives.
Promotion
