| No. | Item | Definition |
|---|---|---|
| 1. | accuracy | freedom from errors |
| 2. | analytics | data analysis for performance |
| 3. | angle | particular focus of a story |
| 4. | announcement | public statement of new information |
| 5. | apology | statement expressing regret |
| 6. | audience | the people a message targets |
| 7. | backgrounder | document giving fuller context |
| 8. | backlash | strong negative public reaction |
| 9. | benchmark | reference point for comparison |
| 10. | boilerplate | standard company description text |
| 11. | brand | public identity of a company |
| 12. | briefing | informational meeting for media |
| 13. | buzz | excited public discussion |
| 14. | campaign | planned series of communications |
| 15. | clarity | quality of being easy to understand |
| 16. | clip | saved piece of media coverage |
| 17. | consistency | steadiness across messages and actions |
| 18. | correction | fix for published error |
| 19. | coverage | media reporting about a topic |
| 20. | credibility | quality of being believable |
| 21. | crisis | serious problem threatening reputation |
| 22. | deadline | latest time for completion |
| 23. | disclosure | act of revealing information |
| 24. | embargo | release restriction until set time |
| 25. | engagement | audience interaction with content |
| 26. | escalation | raising issue to higher level |
| 27. | ethics | moral principles guiding conduct |
| 28. | evaluation | judging effectiveness of efforts |
| 29. | event | organized public or media occasion |
| 30. | exclusive | story offered to one outlet |
| 31. | fact sheet | summary of essential information |
| 32. | follow-up | later contact after initial outreach |
| 33. | framing | presenting information from an angle |
| 34. | hashtag | keyword phrase marked with hash |
| 35. | holding statement | temporary statement during developing news |
| 36. | hook | attention-grabbing story element |
| 37. | image | public impression of something |
| 38. | influencer | person affecting audience opinions online |
| 39. | insight | useful understanding from information |
| 40. | interview | question session for publication |
| 41. | issue | matter of public concern |
| 42. | keyword | important search or topic term |
| 43. | KPI | measure of performance success |
| 44. | launch | public introduction of something new |
| 45. | lede | opening sentence of a story |
| 46. | liaison | person linking groups or parties |
| 47. | media | news outlets and journalists collectively |
| 48. | message | main idea being communicated |
| 49. | messaging | planned communication themes and wording |
| 50. | metric | standard for measuring results |
| 51. | mitigation | action reducing negative impact |
| 52. | monitoring | tracking media or public discussion |
| 53. | narrative | overall story shaping public perception |
| 54. | negotiation | discussion to reach agreement |
| 55. | networking | building professional relationships |
| 56. | news peg | timely reason for a story |
| 57. | newsletter | regular informational email publication |
| 58. | objective | specific desired outcome |
| 59. | off the record | not for public reporting |
| 60. | on background | usable without naming source |
| 61. | op-ed | opinion article by outside writer |
| 62. | outreach | effort to contact target groups |
| 63. | pitch | brief attempt to interest media |
| 64. | placement | successful publication in media |
| 65. | poll | survey of public opinion |
| 66. | positioning | how a brand is perceived |
| 67. | press kit | package of media materials |
| 68. | press release | official news announcement for media |
| 69. | protocol | official procedure to follow |
| 70. | publicity | public attention from media coverage |
| 71. | quote | exact words from a source |
| 72. | reach | number of people exposed |
| 73. | recovery | return to normal after crisis |
| 74. | reporting | presenting measured results |
| 75. | reputation | overall public opinion of someone |
| 76. | research | systematic study to gather facts |
| 77. | response | reaction to an event |
| 78. | risk | possibility of harm or loss |
| 79. | ROI | return compared with investment |
| 80. | sentiment | tone of public reaction |
| 81. | sound bite | short memorable quoted remark |
| 82. | spokesperson | person speaking for an organization |
| 83. | stakeholder | person affected by an organization |
| 84. | statement | formal public comment or declaration |
| 85. | strategy | overall plan to achieve goals |
| 86. | survey | set of questions for data |
| 87. | talking points | key points for speaking |
| 88. | tone | attitude conveyed in communication |
| 89. | transcript | written record of spoken words |
| 90. | transparency | openness about actions and facts |
| 91. | trend | general direction of change |
| 92. | trust | confidence in reliability or honesty |
| 93. | update | new information or progress report |
| 94. | user-generated content | content created by customers or fans |
| 95. | value proposition | main benefit offered to audiences |
| 96. | verification | checking facts for accuracy |
| 97. | visibility | degree of public notice |
| 98. | voice | distinctive style of communication |
| 99. | webinar | live seminar held online |
| 100. | wire service | news distribution service |