Every industry has its own set of unique terminology. Public relations (PR) is no different. In fact, there are PR terms that are straightforward, while others are head-scratchers.
In today’s blog, we’re covering 21 of the most common PR terms you should know.
Beat
Refers to the specific topic or subject matter that a reporter covers.
Boilerplate
Found at the end of a press release, a
boilerplate
offers a concise overview of a company, and outlines its mission and recent awards, for example. A boilerplate is a condensed “About Us” section.
Byline
A byline is written by an expert and shares their viewpoint on a specific topic and provides helpful advice and insights.
Earned Media
Publicity that a brand obtains through content it hasn't paid for or produced on its own. It encompasses features, interviews, mentions, reposts, and other forms of digital word-of-mouth marketing.
Embargo
An embargoed press release is a news release, media alert, or announcement that’s shared with journalists and media outlets prior to its publication, via press release distribution. The company provides a date and time of when the press release can be shared with the public. Our blog,
Embargoed
Press Release: Best Practices Guide
explains everything you need to know.
Exclusive
This is a story that’s given to one specific publication. Oftentimes, an exclusive is given to a larger publication that has greater reach. When it comes to exclusives, there's an unwritten rule that the information can't be shared to other outlets until the original publication releases their story.
Impressions
The total number of times a piece of content is viewed or has the potential to be viewed. This number excludes engagement metrics.
Lede
This is the opening sentence of a news story's first paragraph. It’s designed to capture the reader's attention and set the stage for the content.
Media Advisory
A one-page description or invitation to the press for an event. It provides important details such as time, venue, and purpose.
Media Database
A media database is an organized and searchable directory of blogger, influencer, journalist, and reporter contact information. It’s intended to help PR professionals find and connect with the right person to pitch their press release.
Media Kit
A media kit or press kit, is a collection of information about a company that includes contact details, product/service information, press releases, earned media mentions, images and video, frequently asked questions, awards, educational resources and more.
Media List
A media list, sometimes referred to as a press list, is an organized list of media professionals. This list includes contact information such as their name, email address, phone number, social media handles, publication, and beat.
Media Room
An online media room, sometimes referred to as press room, or press page, is a webpage where brands can put their best foot forward and curate the best news including press releases, articles, earned media mentions, social posts, and more. Media rooms are typically geared toward journalists and media professionals, as they include contact information and additional details about the brand, their successes and vision.
At ACCESSWIRE, we offer
Online Media Rooms
which help our clients synchronize their news, customize their brand voice and assets, prioritize their best news, and analyze the performance of your media room and its content.
Not for Attribution
“Not for attribution” is a statement that specifies that information cannot be quoted with the source’s name. However, it can be attributed to a general identifier such as a “company spokesperson.”
On Background
This information can’t be directly quoted; however, it can be paraphrased and attributed with less specificity.
