B

Backgrounders: Information sheets presented as part of a press pack providing information on the organisation (its history, organisational structure, senior management and major milestones).

Backlink: Term used in SEO to describe a link into a website (also known as an inbound link). The more authority the linking site has, the better for your page or site. Backlinks are important because they act as a ‘vote of confidence’ or third-party endorsement of a site or page. Media relations activity, which was once all about the cutting, is now as much about the value of backlinks from a trusted media website to your site.

Belbin: Belbin’s team roles describes how individuals perform within teams (eg plant, resource investigator, completer-finisher). Belbin, M (1993) Team Roles at Work, Oxford: Butterworth-Heinemann

Below the line: See ‘above the line’.

Black hat: In SEO, any tactics that run counter to best practices such as the Google Webmaster Guidelines.

Blog: A website that presents information in more or less chronological order (ie like a diary). Most blogs are created with a content management system such as WordPress.

Bounce rate: In SEO, the percentage of visitors who leave the site without viewing any other pages.

Boundary spanning: Term used by scholars Grunig and Hunt (1984) to describe the public relations function within organisations. They argued that practitioners should ‘have one foot in the organisation and one outside’ so as to mediate the two-way relationships between organisations and publics. Grunig, J and Hunt, T (1984) Managing Public Relations, New York: Holt, Rinehart and Winston

Brand: Originally a means for identifying cattle, brand now describes a name, design or symbol that identifies and distinguishes products. In corporate PR, brand is used in discussions of corporate reputation.

Budget: A means of forecasting and controlling costs. In public relations, this usually refers to time (‘men’) and expenses (‘materials’).

Business to business (B2B): Where the end customer or user is another business and public relations is used for awareness, thought leadership and relationship management.

Business to consumer (B2C): Where the end customer or user is a consumer rather than a business (see B2B). PR is often used in support of marketing objectives.

Byline: An article published under an author’s name (‘byline’). In public relations, the article is often ghost-written and attributed to a company executive.

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