Collateral-Secondary documents that accompany or support PR deliverables.
Core Message-More fundamental than a key message. Core messages are positioning words and phrases. They carry the subliminal thrust of an organizations intentions. For example "...a quality product, well designed and widely available..." is a core message. PRESS RELEASES will contain the core message.

Corporate communications- Strategically focused grooming of the image of a company. Important disciplines of corporate communications are issues management, contingency management, and crisis PR.

Corporate identity- The self-perception of a company as expressed through its corporate communications, corporate design, and corporate behavior.

Corporate image- The perception of a company by the interested public. The corporate image may be deliberately influenced or corrected by image campaigns.

Credibility gap- The unwanted difference between corporate identity and corporate image, as reflected in the findings of internal and external opinion research. Whenever credibility gaps are identified, a comprehensive corporate communications program is indicated.

Crisis PR- Professionally conducted communication in order to manage situations of conflict or crisis with the intention of minimizing potential damage to the company and quickly re-establishing its trustworthiness. Contingency management serves to prepare crisis PR.

Cue sheet-Briefing notes to help a spokesman prepare for an interview with a journalist. The cues should cover the issues that are likely to arise in the interview and approach that should be taken on these issues.

ever come across any new media terminology and if you think that it should be in this collection for the benefit of the media professionals, Please mail to contact@deeshapr.com to enrich the collection making this collective effort successful.