Domain guide · 12 concepts

PR & Communications

Reputation, earned rather than bought. Browse definitions, verified sources, and complete long-form guides as they are published.

Foundations

Public Relations

PRSA's definition: a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

PESO Model

Dietrich's operating system integrating Paid, Earned, Shared, and Owned media into one measurable program.

Earned Media

Coverage and mentions won on merit through relationships and newsworthiness, credibility money can't buy.

Media & Influencer Relations

Media Relations

Building journalist relationships and packaging stories so the brand earns accurate, favorable coverage.

Press Releases & Pitching

The craft of newsworthy framing: what's new, why it matters, why now, and why from you.

Influencer Marketing

Partnering with creators whose audiences trust them, to borrow attention and credibility at scale.

Thought Leadership

Earning authority by publishing genuinely useful perspective on the problems your market cares about.

Crisis & Corporate Communications

Crisis Communications

Preparing for and managing communication when events threaten an organization's reputation or license to operate.

Situational Crisis Communication (SCCT)

Coombs's evidence-based rule: match response strategy to the level of crisis responsibility the public attributes to you.

Corporate Communications

Managing the organization's voice across employees, investors, media, and public affairs coherently.

Internal Communications

Keeping employees informed and aligned, the workforce as the first, most credible audience.

Reputation Measurement

Tracking sentiment, share of coverage, and message pull-through to quantify communications impact.