European PR doctrine – a doctrine worked out in the course of PR evolution in Europe. PR is viewed as a management tool, where the role of a company boils down to a “humanistic enterprise”. Lucien Matra is one of the founders of the European PR doctrine. The doctrine was further developed by Philippe Boiry in his studies (RP of confidence strategy and Humanistic enterprise, with translations released in Spain, Latin America and Russia).

Reputation management – management of all the components making up a company’s reputation (country, public figure) in the course of its communications policy with the use of communication methods and tools in conjunction with traditional management practices. 

Intangible assets - company property included in financial reports, relating to a company’s balance and cost. Intangible assets include the cost of the brand and reputation. Methodological and practical guidelines on intangible assets are included in programmes implemented for international companies and in IEERP experts’ treatises.

International brand image – the resulting attitude of the world public towards the brand identity of a company (organization, country). The international brand image depends on multicultural factors and the way the brand is presented in international mass media.

Sustainable development – a concept under which companies (organizations) should seek to harmonize the three logics – economic (the making of profit), social and ecological. The core of the concept consists in following the said three directions.
The term was coined by then Norwegian Prime Minister Harlem Brundtland in 1987. the UN Agenda 21 contains the plan for the global action towards sustainable development.
The company-related sustainable development techniques were further fleshed out in the IEEPR programme for regional communications directors (including Armenia and Tajikistan) of RUSAL, the world’s third largest producer of aluminium.

Event-management – Technologies for creating or using events in order to manage the brand image. Such technologies are widely used to generate international publicity. 

Added value – value generated in the course of communication and related to the brand image and reputation.

Geobrand – a country’s or region’s brand. For a geographical name to become a geobrand, a firm perception of its identity should be generated in the world public opinion.

Lobbiyng – efforts taken in respect of target audiences vested with the power to make decisions and having a say in an organization or a government. Lobbying is on the rise now that non-governmental and international organizations are gaining more authority. Lobbying presumes knowledge of how decisions are made in specific domains, ability to develop a system of connections, produce and disseminate information, persuade, etc.

Consulting/training programmes – ad hoc programmes in the sphere of communications worked out in response to specific demands from companies (organizations, countries). Such programmes may include brainstorming elements to look for or devise new resources in a company’s policy and strategy. 

Issue-management – includes identification of potential problems at the earliest stages before the situation turns critical. Developed by J.P.Beaudoin, the methodology was applied in IEEPR programmes for international companies.