Uttik Academy
Digital PR Training
Digital PR Glossary
Master the terminology of modern public relations.
Answer Engine Optimization (AEO)
Optimizing content to be the direct answer provided by AI engines (ChatGPT, Perplexity, Gemini) and voice assistants.
AMEC Framework
An integrated framework for planning and measuring communication, moving from Inputs -> Activities -> Outputs -> Outtakes -> Outcomes -> Impact.
Attribution Modeling
The science of determining which marketing touchpoints (PR, Ads, Email) get credit for a conversion.
ASCI Guidelines (Influencer)
Mandatory disclosure rules by ASCI requiring influencers to label paid content (e.g., 'Ad', 'Sponsored').
Astroturfing
Unethical practice of masking sponsors to make a message appear as grassroots support.
ASO - App Store Optimization
The process of optimizing mobile apps to rank higher in an app store's search results.
Brand Management
The process of maintaining, improving, and upholding a brand so that the name is associated with positive results.
Brand Purpose
A company's reason for being beyond making money; an ethical roadmap that guides business decisions and resonates with values-driven consumers.
Barcelona Principles
The global standard for PR measurement, outlining 7 principles including 'AVEs are not the value of communication'.
Brandstanding
When a brand takes a stance on a social issue primarily for publicity, often perceived as performative or inauthentic.
Backlink
A hyperlink from one website to another. Search engines view backlinks as 'votes of confidence'.
Corporate Communications
The function that manages all formal communication between an organisation and its stakeholders — internal and external.
Crisis Communications
The discipline of preparing and managing what an organisation says and does before, during, and after a crisis to protect people and reputation.
Community Management
The process of building, growing, and managing an authentic online community among a brand's customers and fans.
Community Management
The process of building, growing, and managing an authentic online community among a brand's customers and fans.
Corporate Activism
When a corporation takes a public stance on social, political, or environmental issues, going beyond standard CSR to advocate for change.
Conversational AI Strategy
Using chatbots and voice assistants to automate and scale personalized communication with audiences.
Content Marketing
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
Conversion Rates
The percentage of users who take a desired action (e.g., buy, sign up, download).
Digital Newsroom
An online hub housing press releases, media kits, images, and brand stories for journalists.
Digital Newsroom
An online hub housing press releases, media kits, images, and brand stories for journalists.
Digital Storytelling
Using digital tools (video, interactive graphics, scrollytelling) to craft compelling narratives that connect with audiences.
Data-Driven PR
Using data mining and analysis to uncover stories, trends, or insights that can be pitched to the media.
Deepfakes
Synthetic media where a person's likeness is convincingly replaced or manipulated using AI.
DPDP Act
India's privacy law governing digital personal data processing, requiring explicit consent.
Domain Authority
A search engine ranking score (developed by Moz) that predicts how likely a website is to rank on SERPs.
Event Planning (PR Event Management)
Designing, organising, and executing events that showcase a brand, product, or leadership to key stakeholders and media.
Executive Communications
Planning, crafting, and managing how senior leaders communicate with employees, investors, media, regulators, and the public.
Earned Media
Publicity gained through promotional efforts other than paid media advertising, effectively third-party endorsement.
Earned Media
Publicity gained through promotional efforts other than paid media advertising, effectively third-party endorsement.
ESG Communications
Communication regarding a company's Environmental, Social, and Governance performance to investors and stakeholders.
Employee Advocacy
Promotion of an organization by its staff members via personal social media.
Influencer Outreach
The strategic process of identifying and partnering with individuals who influence your target audience's buying decisions.
Internal Communications
The function that ensures employees are informed, aligned, and engaged through structured communication inside the organisation.
Integrated Communications
A holistic approach that ensures all forms of communication (PR, marketing, advertising, internal comms) send a consistent message.
Inclusive Communications
Creating content that respects and represents diverse audiences across gender, ability, language, and culture.
Influencer Marketing
A form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.
Media Kit
A curated set of information and assets about a brand, product, or leader that makes it easier for media and creators to cover you accurately.
Media Relations
The PR function that builds and manages relationships with creators, journalists, editors, and media outlets to secure accurate, newsworthy earned coverage.
Micro-influencers
Creators with 10k-100k followers, known for high engagement and niche expertise.
Media Equivalency Value (MEV)
An outdated metric that estimates PR value by calculating what the space would cost if bought as an ad (often multiplied by 3).
Media Monitoring
The continuous tracking of media channels (print, online, social, broadcast) for mentions of a brand, competitors, or specific keywords to gather intelligence.
Online Reputation Management
The continuous process of monitoring, managing, and influencing what audiences see online about a brand — on social media, review platforms, search results, and forums.
Owned Media
Communication channels that are within one's control, such as websites, blogs, newsletters, and social media profiles.
Press Release
A structured, news-style announcement used to share important organisational updates with media and stakeholders.
Publicity
The movement of information to the general public from the media; gaining public visibility or awareness for a product, service, or company.
PR ROI Calculation
Calculating the financial return of PR activities: (Value Generated - Cost) / Cost * 100.
Paid Media
External marketing efforts that involve a paid placement, such as advertising, branded content, and display ads.
Podcast PR
The strategy of getting company spokespeople interviewed on relevant podcasts to reach niche, engaged audiences.
PR Attribution
Tracking and assigning credit to PR activities for business outcomes like traffic, leads, or sales.
PR Tech Stack
The collection of software tools used to manage, execute, and measure PR work.
PR Velocity
The rate at which a brand builds perception and drives business outcomes. It measures **momentum**, not just volume.
Prompt Engineering
The skill of crafting precise, context-rich inputs to get the best possible output from Generative AI models.
Social Responsibility
An ethical framework and suggests that an entity, be it an organization or individual, has an obligation to act for the benefit of society at large.
Spokesperson
A designated individual who speaks on behalf of an organisation, handling media inquiries, public statements, and key announcements.
Stakeholder Communications
The process of exchanging information with people and groups who have a 'stake' or interest in your organization's success.
Story Placement
The strategic process of getting a specific story, article, or mention published in a target media outlet.
Social Listening
The process of monitoring digital conversations to understand what customers are saying about a brand and industry online.
Shared Media
Content that is shared across third-party platforms, such as social media, or between users (word of mouth).
Share of Search
Metric measuring the percentage of search queries for a brand compared to total competitor searches.
SEO
Search Engine Optimization: The practice of improving a website's visibility and ranking in organic search results.