PR Glossary: A-Z of Useful PR Terms
The Public Relations field is full of confusing terminology and PR professionals often use phrases and words which mean little to those outside the industry. Whether you’re trying to write your own press release or communicate with your PR agency, knowing the correct terms to use can be incredibly useful.
The team at Altitude have compiled a glossary of helpful PR terminology to help you get ahead with your PR efforts.
A
Ad Rate
This is the rate that sites and publications set if you wish to take out a paid advert. This will vary depending on the site or publication’s readership and can often be negotiated.
Advertorial
Advertorial is paid content which is a long-form advert. It is written in the style of editorial but clearly promotes a product or brand.
Angle
The focus used when writing a story that will be presented to the media. This is determined by the publication type, the audience and what you want to achieve.
AVE
Advertising Value Equivalent (AVE) is a metric which demonstrates the monetary value of media coverage if it was placed in a publication or a site as an advert. It is an unreliable metric because the value of media coverage earned through PR can’t be compared to advertising as PR can influence and change perceptions far beyond advertising. AVE has no place in modern, professional PR practice.
B
B2B PR
Business to Business PR (B2B PR) aims to boost a company’s awareness or products to other businesses. An example would be PR to enhance relationships between a business and its suppliers or between other businesses. If you’d like a more in-depth look at B2B PR, read our blog, ‘What is B2B PR & How Can It Help You Reach Objectives?’.
B2C PR
Business to Consumer PR (B2C PR) focuses on the communication between a business and a consumer or individual. This is also known as Consumer PR.
Brand Ambassador
A brand ambassador is a person hired by a company to represent its brand in a positive manner to help increase brand awareness and sales. A brand ambassador must represent the company in terms of values, ethics and behaviour.
Brand Awareness
This is a general term which describes how familiar customers are with a brand. How memorable is your brand? How recognisable and visible is it to customers and stakeholders?
Brand Consistency
Brand consistency is a company’s ability to consistently keep communication and messaging in line with its values and identity.
Brand Communication Strategy
A brand communication strategy is a clear plan that includes information about the brand’s target audience, messaging and marketing channels. Every brand should have a brand communication strategy in place that aligns with the business’s long-term objectives. Read our blog, ‘How to Create a Brand Communication Strategy’ for more in-depth information.
Boilerplate
A boilerplate is the final few paragraphs at the end of a press release. The boilerplate contains information about the company, website, key contacts and website. It is a standardised text which is used at the end of every company press release.
Byline
A byline is the name that appears at the start of an article to denote who the author is.
C
Charity PR
Charity PR is a type of PR which helps non-profit and third-sector organisations engage with stakeholders, improve their reputation and increase awareness of their cause. It can be a crucial tool in reaching fundraising targets. Check out our blog, ‘What Is 'Charity PR' & How Can It Help With Fundraising?’, if you’d like to know more.
Circulation
Every site or publication has its own circulation figures. Circulation refers to these figures and to the demographic the publication or site reaches.
Cision
Cision is a paid-for public relations and communications software platform that many PR professionals use, including Altitude. It gives PR professionals access to media monitoring and alerts agencies to media coverage. Reports can be built using the platform and shared with clients to inform decision-making about PR. It also has an extensive database of journalists, bloggers and influencers.
Copywriting
A content production strategy, copywriting focuses on convincing the reader to take a particular action and is usually persuasive in manner.
Content Marketing
This is a type of marketing which uses content as its primary driver. This could include the sharing of videos, blogs, or social media.
Coverage/Clip
Clippings or coverage relate to media coverage and are the physical outputs of PR. Coverage might be in print form, online or even an audio or broadcast recording.
Crisis Management
Crisis management is a strategy which enables a business or organisation to protect its reputation when a crisis or disruption occurs. It also refers to a sub-set of the PR profession. To learn more about crisis management, have a look at our blog, ‘What is Crisis Management in PR? + Your Free Crisis Plan’.
Corporate Communications
This type of communication refers to the way in which a business or organisation communicates with its corporate audiences. This could be internal or external audiences and includes communication with employees, stakeholders and even media.
Corporate PR
This is a type of PR aimed at stakeholders, investors, and other businesses. It’s an effective strategy for businesses that want to maintain a positive brand image, increase their credibility with stakeholders and promote their products or services. Read more about Corporate PR in our blog, ‘What is Corporate PR?’.
Corporate Social Responsibility
Corporate Social Responsibility (CSR) is a business model that involves businesses working towards shared societal goals. It helps companies improve their brand reputation and gives stakeholders and customers an assurance that the business’s goals and behaviour align with each other.
D
Deadline
The time or date a media publisher or journalist requires the final submission of a press release, article pitch or news story for it to be considered for publication.
Digital PR
The use of digital channels, platforms and tactics to increase a brand’s online presence. In the past, this was separate from traditional PR, but they are both now fully integrated into modern PR.
E
Earned Media
Earned media is publicity or coverage which comes from methods excluding paid advertising. It’s essentially word-of-mouth coverage or exposure which you receive on merit and is never paid for.
Editorial calendar
An editorial calendar is a list of opportunities throughout the year provided by media organisations. This helps PRs plan content. You can build your own calendar or add existing editorial calendars.
Embargo
A date which is often communicated to journalists to ensure media announcements are coordinated. An embargo means a release can’t be used by a journalist before a specified time. This ensures news is released at the same time to all media generating a greater impression and better news control for the organisation.
Exclusive
Content which is exclusive refers to content which is created and offered to one media only. Exclusive content should not be offered to multiple media organisations or it isn’t exclusive.
External Communication
Strategic communication with individuals outside of an organisation
F
Feature Story
A feature story is a news article that covers a particular brand, company or product in-depth.
Follow-Up Story
This is a subsequent news story that gives additional details or updates on a previous news story.
G
Guest Blog
This is when an organisation writes a blog for publication on another organisation’s website. Guest blogging is a common PR tactic as it provides the organisation who writes the blog with exposure, credibility and enhanced reach.
H
Headline
The title of an article which should provide a summary of what the article is about and grab the reader’s attention.
Hook
A hook is a compelling statement or question used early in an article to draw readers into the story and make them want to continue reading.
I
Influencer Marketing
The act of leveraging influencers often via their blogs and/or social networks on behalf of a brand. Influencers have become increasingly popular and can include celebrities, social media stars or bloggers.
In-House PR
In-house means that a company handles its own PR within the organisation without seeking the support of external individuals or agencies.
Internal Communication
The function responsible for effective communication within an organisation is called internal communication. This can include strategic ways to motivate, educate and inform employees.
Investor Relations
Companies who report on financial performance practice investor relations. This is the communication of information between a company and its investors or shareholders.
J
Junkets
Junkets are a day or two of back-to-back media interviews, typically taking place in one location but they can also be done virtually.
K
KPI
Key performance indicators (KPIs) are metrics which allow progress to be measured. These inform whether an objective is being met. PR KPIs can include sentiment, how many people an article has reached, website hits, sales figures or media mentions.
L
Launch
A launch can relate to a product or service or even a new business. Launches are often associated with launch events.
Lead Time
This is the amount of time a publication or site requires before an article is published or printed. For example, a magazine which hits the shelves in December might have a deadline in August. The lead-in time is therefore several months.
M
Media Database
A database can be as simple as an Excel spreadsheet but usually, agencies will subscribe to a media database such as Cision or Meltwater which provides real-time updates on journalists, bloggers, influencers, media and sites. These databases include contact details and often pull through relevant coverage based on keywords.
Media Exposure
The amount and type of media a business or organisation is exposed to is called media exposure. This involves online coverage, television, radio, podcasts, social media and even advertisements.
Media Impressions
Media impressions, put simply, are the volume of people who might have seen an article, heard a radio show, listened to a podcast, or read an article online.
Media Relations
This is one element of PR and is the techniques and strategies for managing information to be shared with the public or media.
Media Value
Earned media value (EMV) is a way of measuring the ROI of content gained through earned or non-paid PR channels. Media value or EMV relations can help quantify the success of a campaign against spend. Media value refers to all PR including paid, earned, shared and owned.
Messaging Strategy
A messaging strategy is a plan which develops how key talking points that mirror a company’s goals and overall brand messaging will be used. These messages can be incorporated into all communications including internal communications, and external communication such as media interviews or speeches.
N
Narrative
This refers to the crafted story an organisation or brand tells to influence public perception. It focuses on building a meaningful relationship with the brand’s target audience.
Newsjacking
Newsjacking is a form of reactive PR and is when a brand takes advantage of
a current news story or topical events to promote itself. It’s common on social media, but it can also backfire if not executed correctly by an experienced PR team.
O
Online Newsroom
An online newsroom can be sophisticated with downloadable resources and video, or it can simply be a dedicated space on a company’s website which hosts press releases and company news. An online newsroom should always provide contact information for journalists and how to reach the dedicated PR specialist.
Owned Media
Original content created by a PR agency and/or their clients. Examples of owned media include company blogs, contributed content and corporate social media profiles.
Op-Ed
Op-Ed stands for opinionated editorial. This is also known by the term thought leadership. Opinions and personal views can be freely shared in an op-ed and it doesn’t need to be balanced.
P
Paid Media
Involves traditional advertising but can also encompass social media adverts and promoted posts. Often paid media is integrated into a PR campaign alongside earned media.
PESO Model
This strategic framework acronym stands for Paid, Earned, Shared and Owned. Whilst paid media is essentially bought, earned is achieved on merit. Shared media usually relates to social media and refers to sharing and then others re-sharing on their own and your behalf. Owned media is when you own your own content and use it through your own channels such as your company blog, podcasts, magazines, newsletters, emails, videos or website. Integrated PR strategies and campaigns often feature a blend of PESO tactics.
Personal Branding
Not dissimilar to organisational branding, personal branding is about the conscious and intentional effort to promote what you stand for as an individual.
Pitch
A well-crafted, highly targeted story idea is sent to journalists, influencers and bloggers to capture their attention with the intention of generating coverage or media opportunities. A pitch can also incorporate photos, and videos and typically ends with a call to action such as coverage, interview, or discussion.
PR Stunt
A PR stunt is a meticulously planned action or even which is designed to gain media attention and generate a buzz around a brand. They often employ unconventional tactics to leave a lasting impact on consumers. Check out our blog, ‘What Is a PR Stunt? Plus Our Top 10 Examples’, to learn more.
Press Kit
A press kit is a pack of resources which contains press releases, photographs, downloadable resources, videos, interviews, links and all the information a journalist might need to develop a story or interview. They are distributed to the media via mail or at an event.
Press List
Press lists help PRs disseminate information simply and effectively. It’s simply a list of relevant media recipients based on interest, geography and sector and should include email addresses and social media handles.
Press Release
A press release is a written announcement that seeks to capture media attention about a specific event, product launch or campaign. A release follows a specific format and should include all the relevant information so a journalist isn’t left with any unanswered questions.
Press Release
A press release is a form of communication announcing a news story sent to targeted journalists or media publishers. Press releases are designed to pique the interest of journalists or publishers in the hope they will publish the story. If you’d like to know more about writing a press release, read our blog, ‘How To Write An Effective Press Release [+ Free Template]’.
Q
Q and A Session
A Q and A session in PR is a format used in presentations, interviews, seminars, workshops, or other public events where an individual or a group (panel) typically take questions from an audience. The purpose is to promote, educate, provide clarity on, or demonstrate a product or service.
R
Reactive PR
PRs monitor the news cycle and look for opportunities to respond to news to help their client capitalise on a situation, event or sentiment. This is reactive PR. Sometimes this can be called newsjacking or news hijacking.
Reputation Management
An ongoing process of influencing and changing public perception. This can include the perception of an individual, brand, product or company.
ROI
Return on investment (ROI) is a metric which demonstrates how successful, worthwhile, or profitable a PR campaign has been based on initial expenditure.
S
Sending Over the Wire/Wire Service
Newswire services exist to help brands and businesses share news with media outlets in a quick and timely manner. As there’s a significant cost, newswires are often only used in the event of big company news or breaking news. PR Newswire is an example of a UK newswire.
SEO (Search Engine Optimization)
The process of improving how well a website ranks in search engines and its visibility is known as SEO. Technical and content practices are employed to help websites rank more effectively.
Sentiment
How your content is received by its end user is known as sentiment. Is a piece of coverage negative, positive or neutral?
Shared Media
When a company creates content and shares it with its audiences this is known as shared media. A good example of this is social media. Social media relies heavily on engagement and users sharing and amplifying your original content.
Spokesperson
A person who talks on behalf of a company, organisation or brand. This person is often media trained and aims to inform an audience adhering to a company’s brand values and key messages.
Sponsored Content
Content which is produced and there is a fee to promote is widely referred to as sponsored content. Sponsored content can be seen at the top of web pages and is a type of advertising. Sponsored content is usually produced by one brand, influencer or media but paid for by another. This enables a brand to reach a key audience in a different way.
Stakeholder
Any person or organisation that has a vested interest in another business or organisation is a stakeholder. In business, employees, investors, donors, customers, suppliers, media and even future employees are all stakeholders. Stakeholders can be impacted positively or negatively.
Storytelling
This is a tactic which enables a business or organisation to craft a compelling story or timeline to explain change. To story-tell effectively you need to understand your audience, and what might influence their behaviour and you must be authentic.
Style Guide
Most large organisations have style guides. This is usually a document or set of documents which control language and give consistency across all forms of communication. Often known as house style, a style guide sets out a standardised approach to spelling, abbreviations, use of acronyms, how numbers are written and grammatical approaches. A style guide often maps out the tone of voice.
Subject Matter Expert
A subject matter expert is a person who has an in-depth knowledge of a subject and shares this knowledge with readers, viewers, listeners etc in different media channels such as online, social media, blogs, webinars, podcasts and videos.
Syndication/Syndicate
Content or press releases can be syndicated via one main news organisation or media/news agency. This simplifies the process of disseminating news. PA Media (Formerly The Press Association) and Associated Press are both examples of syndication companies that share content which is then republished by other media outlets.
T
Thought Leadership
Thought leadership refers to a business sharing its knowledge of a specific industry in order to be considered experts in their field. Thought leadership articles should demonstrate the writer’s knowledge, ideas, and views.
Tone of Voice
Tone of voice refers to how a business, brand or organisation communicates with its audience or stakeholders. What is your corporate tone? Having a consistent tone of voice helps build trust and credibility.
Traction
How well a story is received by a journalist or influencer is known as traction. If a story, announcement or release gains interest then it is said to have traction.
Trade Publication
These are B2B publications or sites, often with a niche audience. An example would be Construction News which is a digital site primarily targeting the UK construction industry including supply chain.
U
USP
A unique selling point is what makes your business, brand or organisation special. What marks it out as different to competitors?
V
Value proposition
In PR, a value proposition is a short statement that maps out the benefits a company delivers to its customers or stakeholders.
Vanity Metrics
Any metrics which don’t translate to meaningful business results can be said to be vanity metrics. They can derail a campaign, give false indicators about success and blur reality. Many PR professionals regard AVE as a vanity metric. Social media can also give vanity metrics. Impressions totalling millions do not necessarily mean millions of people saw your post.
Viral PR
All viral marketing, PR included, requires an audience to amplify a message. This happens at pace and in volume. Viral PR happens most frequently on social media and involves a strategy to kick-start a message which is then carried forward becoming viral. Viral campaigns are notoriously difficult to engineer and manage.
Voice
Voice is the footprint of your brand’s communication. Whether it’s words and phrases you use regularly or those which you purposefully avoid, your brand voice should be recorded within strategic work to ensure consistency.
W
White Paper
A guide or report that informs readers about a particular subject, often in depth and at length. Whitepapers are often persuasive and authoritative and frequently present solutions to challenges or problems. They are well researched and written giving the reader confidence and building trust.
Z
Zeitgeist
This refers to the intellectual, moral, and cultural climate of a specific time. Understanding this can be beneficial in creating timely and effective PR campaigns that truly resonate with consumers.
Award-Winning PR Agency: Altitude
PR can be a complex field and even if you understand the terminology, you might not be getting the results you want from your PR efforts. If you're struggling with your PR strategy or don’t even know where to begin, Altitude can help.
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