AI and PR Glossary

Actively supporting a cause or proposal often through public campaigns.

A group of individuals and/or organizations that unite to influence policy change.

A platform utilizing AI agents that operate autonomously to manage marketing tasks, such as campaign creation and customer engagement, with minimal human intervention.

An organizational structure in which AI agents are integrated within business processes to autonomously execute tasks and make data-driven decisions.

Autonomous AI systems that can perform tasks with minimal human supervision. These specialized assistants can monitor data streams, make decisions based on predefined parameters, and execute multi-step processes.  

An AI-powered tool that supports users by automating tasks, generating content, and providing insights.

Systematic errors in AI outputs that reflect prejudices from training data.  

A tool that analyzes text to determine if it is AI generated.

Principles and guidelines that ensure AI systems are designed and used responsibly, fairly, and transparently.

Recommended best practices for developing, deploying, and managing AI technologies ethically and effectively.

The knowledge and skills required to understand, use, and critically evaluate AI technologies.

A set of instructions used by computers to solve problems or perform tasks efficiently, often applied in PR for data analysis and automation.

Optimizing content to ensure it provides direct, concise answers to common user queries, enhancing visibility in AI-driven search results.

Technology that enables computers to perform tasks requiring human-like intelligence, such as learning, reasoning, and language understanding.  

A thorough review of strategies or processes to evaluate effectiveness and compliance.

Using technology to handle routine PR tasks like distribution, reporting, and scheduling, freeing teams to focus on strategy and relationships.

AI agents that continuously run and update tasks independently without human intervention.

Supplementary footage used in video production to support the main content.

A document providing research and detailed information on a topic, event, person or organization.

A phase in software development where a product is tested by a limited audience to identify bugs and gather feedback before full release.

The vast volume of structured and unstructured data that are generated at high velocity and variety, requiring advanced techniques and technologies to capture, store, process, and analyze effectively.

The extent to which potential customers recognize and remember a brand, influenced by marketing and PR efforts carried out to increase visibility and recall.

The visual and experiential elements a company uses to present its brand, such as logos, colors, design, and messaging, to convey its values and personality to consumers.

Creating and maintaining a positive perception of an organization by consistently controlling messaging, image, and values across all communication channels.  

The line in a news article or opinion piece that names the author.

Software that simulates human-like conversation, helping users answer questions, create ideas, generate content etc.  

Systems designed to simulate human thought processes and assist in decision-making by understanding human language and emotions.

Building and maintaining positive relationships with local communities.

A field exploring the creation and analysis of algorithms capable of learning predictions based on data.

The process of arranging or setting up components in a particular way to ensure a system operates correctly.

Using AI to draft PR content (e.g., press releases, blogs, social posts, etc.), speeding up the writing process while preserving human editorial oversight.  

Software that enables users to create, manage, and modify digital content without requiring technical or coding expertise. It provides an intuitive interface where individuals or teams can collaborate to produce, edit, organize, and publish content efficiently.

The amount of text (more specifically tokens) an AI model can consider at one time when processing or generating content.   

The ability of AI systems to understand and interpret information within its environmental and situational context, enabling more relevant responses and actions.

The practice of managing and orchestrating all internal and external communications aimed at creating a favorable point of view of a brand, company, or organization. 

A large and organized collection of texts used primarily in language research and processing.

Media exposure a company, product, or event receives through articles, broadcasts, or other forms of media content, often as a result of public relations efforts.

Managing information during a negative event to protect reputation through timely, accurate responses to public and media inquiries. 

Data analysis from varied platforms for comprehensive audience insights, optimizing PR strategies.

A tailored version of an existing GPT model, trained or fine-tuned on specific data to better align with unique user or organizational needs.

The process of tailoring AI tools or workflows to meet specific user or organizational needs.

The process of examining extensive datasets to discover patterns and relations, yielding valuable insights or forecasts.

A multidisciplinary field that employs methods, processes, and algorithms to derive insights from structured and unstructured information.

The protection of digital information from unauthorized access, corruption, or theft throughout its lifecycle, ensuring confidentiality, integrity, and availability.

A structured collection of data, often presented in tabular form, used for analysis, training machine learning models, or other computational purposes.

A branch of machine learning using layered artificial networks to model data abstractions at a high level.

Synthetic media typically in the form of video or audio created utilizing artificial intelligence techniques, notably generative adversarial networks (GANs). Deepfakes convincingly alter or replicate a person’s likeness or voice, often resulting in realistic yet false content.

Preconceived notions or biases that developers may unintentionally embed into AI models during design or programming.

The interconnected digital environments and platforms through which brands interact with consumers, including websites, social media, and mobile apps.

The trail of data a person leaves online through their digital activities.

Online channel use to promote brands, complementing PR by engaging audiences and measuring outcomes.

Evaluates online brand presence, identifying perception strengths and risks for PR strategizing.

False information deliberately spread to deceive or mislead.

Publicity gained through organic means that a brand “earns” through newsworthy actions. 

A request to delay the publication or release of information until a specified date or time.

The level of interaction and involvement between an organization and its audience or stakeholders.

A metric that evaluates the level of interaction generated from a piece of content relative to the audience size, measuring effectiveness.

Advanced security measures designed to protect organizational data and systems at scale.

Content designed to remain relevant and valuable to audiences over time, driving continuous interest and engagement.

A concise presentation of key information about a company, product, or service, typically used for media or public relations purposes.

Legal doctrine allowing limited use of copyrighted material without permission under certain circumstances, such as critique or comment.

A small, diverse group of people whose reactions are studied through guided discussions about a new product or service for market research.

Using game design elements in non-game contexts, like marketing or education, to encourage user engagement and motivation.

AI systems that create new content (text, images, audio, video) based on patterns learned from training data.  

The process of enhancing your website’s content to increase its visibility on AI-driven search engines.

A type of AI model designed to generate human-like text based on input prompts.

Using location data to tailor marketing efforts, such as ads or content, to audiences based on their geographic location that enhances relevance and engagement.

A strategic plan detailing how a company will engage with customers to persuade them to purchase its product or service, involving tactics for sales, marketing, and product launch.

Managing the relationship between an organization and government entities.

An advanced AI model developed by OpenAI, capable of generating human-like text for diverse applications.

The successor to GPT-3, with enhanced abilities in understanding and generating complex text.

The latest generation of large language models developed by OpenAI, featuring advanced reasoning capabilities to solve complex problems, improved accuracy with fewer hallucinations, multimodal processing, enhanced efficiency, and tailored model variants for diverse applications.

Mobilizing community members to advocate for change at a local level.

Mechanisms integrated within AI systems to ensure compliance with ethical guidelines and prevent harmful outputs by setting operational boundaries.

The phenomenon where an artificial intelligence system generates incorrect or nonsensical information that appears plausible but lacks basis in the underlying data or reality.

Information from past events and experiences used for analysis and understanding trends.

Pre-prepared responses used by organizations to address inquiries during a crisis or breaking news situation.

A framework where human oversight is integrated into AI processes to enhance decision-making accuracy, allowing human input to refine or override AI-generated results.

The process of creating digital images using software, often leveraging AI algorithms to generate realistic or artistic visual content.

A process where AI algorithms analyze images and produce descriptive textual content that represents the visual information captured in those images.

A strategy where brands collaborate with individuals who have strong online followings to promote products or messages, extending PR reach to social media audiences.  

Search queries aimed at finding answers to questions.

A strategic approach that unifies marketing, advertising, and PR efforts to ensure consistency and reinforcement of messaging across all channels.

A process in AI development involving repeated cycles of adjustment and feedback to enhance model performance and accuracy.

A versatile programming language widely used for creating interactive web pages and applications.

A catchy song or tune used in advertising to promote a product or company.

Standards that govern the conduct and practices of journalists and media professionals.

A type of press trip where journalists are given travel accommodations in exchange for coverage.

A quantifiable measure that evaluates how effectively a company is achieving its business objectives and indicates success in reaching specific targets.

The sharing of information, skills, and expertise across different departments within an organization to maintain or enhance business operations.

AI models trained on vast text datasets to understand and generate human-like language, powering advanced writing and analysis tools.  

Laws and legal frameworks established by governments.

A type of AI that can retain information learned from past experiences to inform future actions.

The act of influencing public officials or legislators to support specific policies or interests.

Reporting lobbying activities as required by law to promote transparency.

A subset of AI that enables systems to learn from data and improve their performance without explicit programming.

The process of gathering and analyzing data about consumers and markets to inform business decisions.

When collected data inaccurately represents the variables of interest, leading to skewed AI outcomes.

A brief notice sent to media outlets to announce an upcoming event or newsworthy occurrence.

Using actionable AI insights from media data to identify patterns, benchmark against competitors, and inform PR strategy.  

A package of promotional or brand materials provided to journalists to accompany a story or article.

A curated list of media contacts relevant to an organization’s communication goals.

The ability to access, analyze, evaluate, and create media in various forms, enabling individuals to effectively interpret and communicate information within today’s digital and media-rich environment.

Tracking brand mentions across various media channels using AI to scan outlets in real-time, analyze context, and alert teams to coverage.  

A targeted proposal or news angle sent to journalists to encourage coverage of a story or event.

The PR function focused on building relationships with journalists and media outlets through pitching stories, responding to inquiries, and maintaining press contacts.  

Preparation provided to spokespeople to effectively communicate with the media or the public. 

Incorrect or misleading information shared without intent to deceive.

The process of defining AI model structure, including feature selection and success criteria.

The capability of AI to generate and integrate content across different modes, such as text, images, and sound, providing enriched user interactions.

A structured account or story used in communications to convey messages, values, or brand identity in a compelling and relatable way.

The use of AI to produce human-like written or spoken text based on data inputs.

A field of AI that focuses on the interaction between computers and humans through the natural language, enabling machines to understand, interpret, and generate human language.

The ability of AI systems to comprehend and interpret human language as it is spoken or written.

Search queries intended to find a specific website or online resource. 

A metric used to measure customer loyalty and satisfaction based on their likelihood to recommend a product or service.

A computer system modeled after the human brain that uses layers of connected nodes to process information and recognize patterns.

Injecting a brand’s ideas into breaking news stories to amplify exposure and elevate engagement through timeliness.

A nonprofit group that operates independently of any government, typically to address social or political issues.

AI software and models released with source code accessible to the public, allowing users to study, modify, and distribute the technology.

An article expressing the author’s viewpoint on a particular issue.

The number of people who see content without paid promotion, typically achieved through search engines, social media, or organic sharing.

Brand-controlled digital channels like websites and social media for direct audience engagement and message consistency.

A variable that is adjusted within an AI model to fine-tune its performance and outputs.

The identification of regularities and structures within data to make informed predictions or categorizations.

A fictional representation of a segment of an audience, characterizing distinct user types based on demographics, behaviors, and psychographics to better understand and tailor communications for that group.

Tailoring messages to specific recipients or audience segments using AI to analyze preferences and predict what content will resonate.  

Examining and evaluating public policies and their implications.

Measuring PR performance through metrics like media mentions, reach, and sentiment to demonstrate value and optimize future strategies.  

A Washington, DC-based company specializing in secure, industry-tailored generative AI platforms.

A cloud storage system in the Précis PR platform that privately and securely stores user data.

An audio video processing software tool found in the Précis PR Creation Hub. The A/V Scribe enables Précis users to transcribe audio and video content for use in generative AI applications.

The library of PR-specific generative AI tools on the Précis PR platform.

A collection of uploaded user documents that relate to a particular campaign or initiative. Campaigns can be applied to any generative tool on Précis to ensure the output is customized to the user’s context.

The first commercially available AI platform built for PR.

Using historical data to forecast future events or trends, helping PR teams anticipate coverage potential or emerging issues.  

A media event where an organization’s representatives answer questions from journalists.

The department responsible for managing media relations and communications. 

An official statement issued to news media to announce something newsworthy, written in a factual style with key details to secure media coverage.

Structured instructions embedded in software code that guide AI tools toward specific outputs.  

Input text or instructions given to an AI model to guide its response or output.

The practice of designing and refining input prompts to guide LLMs in generating accurate, relevant, and context-aware responses.

Predefined structures that guide AI models in generating consistent and relevant outputs by providing standardized input formats.

A detailed plan or suggestion submitted to an organization or client, outlining a course of action, project, or strategy, often in response to an RFP.

Activities aimed at influencing public policy and building relationships with government stakeholders.

A formal meeting for obtaining public comments and input on proposed actions or policies.

The collective attitudes and beliefs of the general public or specific segments of society.

Principles and regulations enacted by governments to address societal issues.

The practice of managing communication between an organization and its audiences to build relationships and maintain reputation through media outreach, events, and content creation. 

The process of categorizing search queries based on intent or type.

The total number of unique individuals exposed to a particular piece of content or advertising campaign.

The process of changing the public perception of a company or product through alterations in branding elements like name, logo, or messaging.

Managing compliance with regulations relevant to an organization’s operations.

The ongoing process of influencing and controlling an organization’s public image by monitoring and responding to mentions across media and online platforms.  

An AI technique that enhances language models by retrieving relevant information from external knowledge sources before generating outputs.

A formal document issued by a company seeking detailed proposals from public relations firms to provide strategic communication services, media relations, and campaign planning, outlining specific goals, deliverables, and evaluation criteria.

A structured framework or blueprint that defines how data is organized and interpreted, whether in a database or through web markup for search engines.

Optimizing online content to improve visibility in search results, ensuring journalists, customers, and stakeholders can find press materials.  

Using AI to determine whether text expresses positive, negative, or neutral emotions, helping PR teams assess public reaction to campaigns or news.  

Brand interactions amplified through social platforms to enhance PR reach via collaborative communication.

Monitoring conversations with AI on social platforms about a brand or topic to gauge sentiment, identify trends, and discover engagement opportunities.  

Handling a brand’s presence on social platforms through content creation, community engagement, and performance analysis to connect directly with audiences.  

Technology that converts spoken language into text.  

A technology that converts spoken words into written text using AI algorithms.

An individual designated to officially represent and communicate on behalf of an organization, company, or group, serving as the primary source of information and public statements.

An ensemble method in machine learning where multiple models are combined to improve predictive performance.

The process of defining long-term goals and determining objectives and actions to achieve them.

Highly organized information formatted in a way that makes it easily searchable and analyzable, often stored in relational databases and spreadsheets with rows and columns.

The specific actions or methods employed to achieve short-term objectives or goals, often as part of a broader strategy.

A set of prepared statements or key facts used by a spokesperson to communicate consistently and effectively about a topic during discussions or interviews.

Dividing audiences for personalized messaging and effective communication strategies in PR.

A parameter in AI models that controls output randomness, where a higher value generates more creative responses and a lower value results in more focused, deterministic outputs.

The creation of images from textual descriptions using AI-driven technologies.

A technology that transforms written text into spoken word using AI techniques.

An organization conducting research and advocacy concerning policy issues.

Establishing authority and influence in a particular field through expert insights and content.

The maximum amount of text, measured in tokens, that an AI model can process in a single input, impacting its capacity to handle extensive or complex queries.

Information used to teach AI models to make predictions or decisions.  

The specific point in time after which no further data is used to train an AI model, influencing the relevance and accuracy of the model’s knowledge.

A neural network design that leverages self-attention mechanisms to process sequence data efficiently, widely used in large language models like GPT.

The practice of being open and honest about organizational actions and decisions to foster trust.

A marketing concept that highlights the unique benefits of a product or service to distinguish it from competitors.

Information in formats without a predefined organizational structure, making it challenging to process and analyze, and typically includes content such as images, videos and social posts.

The extent to which end-users embrace and use a new service, product, or feature as intended, often measured post-launch.

The overall experience a person has when interacting with a digital product or website, emphasizing usability and satisfaction.

Content created by consumers or users of a service or product and shared publicly, often used in marketing strategies.

A statement that explains the benefits and unique value a product or service offers to customers.

The creation of video content through automated processes, including scripting, editing, and rendering, often using AI technology to enhance efficiency and creativity.

The use of AI to replicate a person’s vocal characteristics, enabling the generation of speech that closely resembles the original speaker’s voice.

The process of transcribing spoken language into text by computers.

The anticipated new phase of the internet characterized by decentralized networks, data sovereignty, and the integration of AI and blockchain technologies.

The process of embedding AI tools and systems into existing professional workflows to enhance efficiency, automate routine tasks, and improve decision-making. 

XénoBot is a native AI assistant integrated into the Précis AI web app. It is specifically designed to aid Public Relations professionals with their daily tasks, helping streamline their workflow and improve productivity through efficient assistance and guidance.

A financial metric that compares performance from one year to the same time the previous year, providing a view of progress or decline.

The prevailing cultural tone or set of intellectual, moral, and social ideals characteristic of a specific period of history.