📕 the new media glossary for generative PR
20 terms every communications pro should know
happy tuesday. get ready for a new stack of buzzwords, that aren’t really buzzwords. they’re the new lexicon and architecture of visibility, credibility, and AI-first relevance.
sharing what i’m learning, tracking and evolving on a daily basis:
1. AI Search Visibility
your presence in generative answers. if you don’t show up in ChatGPT, Gemini, Perplexity—you’re not showing up at all.
2. Synthetic Media
AI-generated assets (voice, video, visuals) now power PR speed and scale. it's not a shortcut. it’s part of the stack.
3. Digital Shelf (PR Edition)
your brand lives everywhere: Google, Reddit, Substack, TikTok, newsletters, product pages, AI overviews.
if it’s discoverable, it’s shelf space.
4. Persistent Presence
one headline ≠ a strategy. you need repeatable surfacing, not one-time mentions.
5. Source Authority
LLMs cite the voices they trust. your brand needs to be that voice.
6. Generative Citations
these are the sources cited inside AI answers. they’re not always tier 1—they’re often structured, relevant, and repeated.
7. Earned Data
beyond impressions. this includes how often you’re cited in AI answers, mentioned next to competitors, or show up in search chains.
8. Tier Zero Coverage
forums, Reddit, product reviews, niche blogs—these sources don’t look prestigious, but they train the models.
9. Media + Search Integration
every media hit should be mapped to a search outcome. if it doesn’t surface, it didn’t stick.
10. Brand Voice Tuning
LLMs can learn your tone. if you don’t set it, they’ll improvise.
11. LLM-Triggered Content
this is PR content built around what real users are asking AI right now—questions that should lead to you.
12. Reactive SEO
PR’s cousin. think fast-turn, search-optimized content in response to real-time interest.
13. Entity-Level Recognition
your brand isn’t a string of text. it’s an entity.
make sure LLMs recognize it that way.
14. Trust Signals
these are the credibility cues AI uses: citations, reviews, backlinks, repetition, structured bios, and aligned messaging.
15. Citation Parity
are you cited as much as your competitors?
if not, they win—even if you had “better” PR.
16. PR-Linked Prompts
reverse-engineer what your audience types into AI… then build media paths that lead them back to you.
17. Hallucination-Proof Messaging
tighten your brand language so AI can’t misrepresent you.
18. Search-Sourced Storytelling
start with what people are searching.
then tell the story they’re already trying to find.
19. Zero-Click Reputation
your brand perception lives in previews, snippets, and summaries—not full reads.
20. Dynamic Press Kits
built for both humans and machines: structured, updated, indexed, and AI-legible.
🧠 if your vocabulary hasn’t evolved, neither has your strategy.
today’s media isn’t just earned—it’s trained, surfaced, and stitched into the systems that decide what audiences see first.
💬 want the full slide version?
email me.
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stay sharp, stay visible,
sarah
🪄 pr@ctical—where sharp taste meets sharper tools.