Public Relations Cheat Sheet

The core ideas of Public Relations distilled into a single, scannable reference — perfect for review or quick lookup.

PiqCue — piqcue.com/public-relations/cheatsheet

Quick Reference

Media Relations

The practice of building and maintaining productive relationships with journalists, editors, and media outlets to secure earned media coverage that favorably represents an organization or its messages.

Crisis Communication

The strategic planning and response process used to protect an organization's reputation when faced with a threat, emergency, or negative event that could harm public perception or stakeholder trust.

Earned Media

Publicity and coverage gained through promotional efforts other than paid advertising, such as news articles, editorial mentions, social media shares, and word-of-mouth endorsements, valued for its perceived credibility.

Stakeholder Theory

The framework recognizing that organizations must consider and balance the interests of all parties affected by their actions, including employees, customers, investors, communities, regulators, and the general public.

Two-Way Symmetrical Communication

A model of public relations proposed by James Grunig in which organizations and publics engage in genuine dialogue, seeking mutual understanding and willingness to change behavior on both sides rather than one-way persuasion.

Corporate Social Responsibility (CSR)

An organization's commitment to operating ethically, contributing positively to society, and minimizing negative environmental and social impacts, often communicated through public relations efforts to build goodwill and reputation.

Message Framing

The strategic construction and presentation of key messages to influence how audiences interpret and respond to information, emphasizing certain aspects while de-emphasizing others to shape perception.

Agenda Setting

The theory that media and communication professionals influence which topics the public considers important by selecting and emphasizing certain issues over others, thereby shaping public discourse.

Press Release

A formal written statement distributed to media outlets to announce newsworthy information such as product launches, leadership changes, events, or organizational milestones, following a standardized journalistic format.

Reputation Management

The ongoing process of monitoring, influencing, and maintaining the public perception of an organization or individual through strategic communication, stakeholder engagement, and consistent alignment of actions with stated values.

Key Terms at a Glance

Agenda Setting:The ability of the media to influence the importance placed on topics by the public through the selection and emphasis of issues.

Boilerplate:A standardized description of an organization included at the end of press releases, providing consistent background information.

Brand Equity:The commercial value derived from public perception and reputation of a brand name, influenced by PR and communication efforts.

Corporate Communication:The overarching function managing all internal and external communication to maintain a consistent organizational voice and image.

Crisis Communication:Strategic communication efforts undertaken during an emergency or reputational threat to manage public perception and minimize damage.

Earned Media:Media coverage obtained through editorial merit and newsworthiness rather than paid placement.

Embargo:An agreement that information provided to media will not be published before a specified date and time.

Framing:The way information is structured and presented to influence how audiences interpret and understand an issue or message.

Gatekeeping:The process by which media professionals decide which stories, information, and perspectives are published or broadcast.

Integrated Marketing Communications (IMC):A strategic approach that coordinates all communication channels and tools to deliver a unified, consistent message across all touchpoints.

Internal Communication:Communication directed toward employees and internal stakeholders to keep them informed, engaged, and aligned with organizational goals.

Issues Management:The proactive process of identifying, monitoring, and addressing emerging trends and public concerns before they become crises.

Media Kit:A collection of materials provided to journalists to facilitate coverage, typically including press releases, fact sheets, bios, and images.

Media Relations:The practice of building and maintaining relationships with journalists and media outlets to secure favorable coverage.

Owned Media:Communication channels controlled by an organization, such as websites, blogs, newsletters, and branded social profiles.

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