Here is a glossary of some key communications terminology:

Audience

The group of people you want to reach with your message (e.g., community members, media, donors).
 

Brand

The identity of your organization, including its values, tone, and public image.
 

Messaging

The core ideas and themes you want to consistently communicate to your audience.
 

Key Message

A short, clear statement that captures the most important point you want people to remember.
 

Stakeholder

Anyone with an interest in your work, such as staff, volunteers, supporters, and the community.

Crisis Communication

How an organization shares information during emergencies or sensitive situations.
 

Press Release

An official written statement shared with the media to announce news.
 

Spokesperson

The person authorized to speak to the public or media on behalf of the organization.
 

Media Relations

Building and managing relationships with journalists and media outlets.
 

Talking Points

Prepared notes or bullet points used to keep messaging consistent in interviews.
 

Confidentiality

Protecting private or sensitive information from being shared publicly.
 

Call to Action (CTA)

A prompt telling your audience what you want them to do next (e.g., “Sign up,” “Donate,” “Attend the event”).

Engagement

How people interact with your communication (likes, shares, comments, questions).
 

Channel

The medium used to deliver your message (e.g., website, social media, email).
 

Public Perception

How people view and feel about your organization.