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Above the Fold: This term originates from the newspaper industry, referring to the top half of the front page that is visible when the newspaper is folded. In the context of online content, it refers to the portion of a webpage that is visible in a user’s browser window without requiring them to scroll down. Placement “above the fold” is highly valued because it’s the first thing users see and therefore has a higher chance of capturing their attention. For PR, securing placement of key messages or visuals above the fold in online news articles or on a website’s homepage can significantly increase visibility and impact.
Account Executive (AE): An Account Executive is a crucial role in a public relations agency or within a corporate communications department. They are responsible for the day-to-day management of client accounts. This involves understanding the client’s business goals, developing and implementing PR strategies, managing budgets, coordinating with media and other stakeholders, and reporting on campaign progress. AEs serve as the primary point of contact for clients and often handle multiple accounts simultaneously. They need strong communication, organizational, and problem-solving skills.
Accreditation in Public Relations (APR): The Accreditation in Public Relations (APR) is a voluntary professional certification program for public relations practitioners. It signifies a high level of competence, ethical standards, and commitment to the profession. Candidates undergo a rigorous process that includes a portfolio review, a written examination, and often an oral presentation. Achieving APR demonstrates a practitioner’s mastery of strategic planning, research, ethics, and other core PR principles. It is highly respected within the industry and can enhance career opportunities.
Ad Value Equivalency (AVE): Ad Value Equivalency (AVE) is a metric that attempts to calculate the monetary value of earned media coverage by equating the space or airtime to the cost of purchasing equivalent advertising. For example, if a news article about a client takes up half a page in a newspaper, AVE would calculate how much it would have cost to buy a half-page advertisement in that same publication. However, AVE is widely criticized and largely rejected by modern PR professionals because it fails to account for the credibility and impact of earned media versus paid advertising. Earned media is generally seen as more trustworthy by consumers.
Advertorial: An advertorial is a form of paid content that is designed to resemble the editorial content of a publication or website. While it promotes a product, service, or brand, it adopts the style, tone, and format of the surrounding editorial material to appear less like traditional advertising. Ethical guidelines require advertorials to be clearly labeled as “advertisement” or “sponsored content” to avoid misleading the audience.
Advocacy: In public relations, advocacy involves actively and publicly supporting or recommending a particular cause, policy, organization, or viewpoint. This can be done through various communication channels, including press releases, public statements, social media campaigns, and lobbying efforts. Advocacy often aims to influence public opinion and decision-making.
Angle: The angle of a news story is the specific focus, perspective, or hook that makes the information interesting and relevant to the target audience of a particular media outlet. A single event or piece of news can have multiple potential angles, and PR professionals need to identify the most compelling angle that aligns with their client’s objectives and the media outlet’s interests. Crafting a strong angle is crucial for successfully pitching a story to journalists.
Annual Report: An annual report is a comprehensive document issued by a company to its shareholders at the end of its fiscal year. It provides an overview of the company’s performance, financial results, strategic direction, and governance. Public relations plays a significant role in shaping the narrative of the annual report, ensuring that the information is presented clearly, positively, and in a way that builds investor confidence and enhances the company’s reputation.
Audience: In public relations, the audience refers to the specific group or groups of people that a PR campaign or communication effort is intended to reach and influence. Identifying and understanding the target audience is fundamental to developing effective PR strategies. This involves considering their demographics, psychographics, needs, interests, and the channels through which they consume information. Tailoring messages and tactics to resonate with the specific audience is crucial for achieving PR objectives.
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B2B (Business-to-Business) PR: Business-to-Business (B2B) public relations focuses on communication between two or more businesses. Unlike B2C PR, which targets individual consumers, B2B PR aims to build relationships and communicate with other companies, potential partners, industry influencers, and stakeholders within a specific industry. Tactics often include trade publications, industry events, thought leadership content, and account-based marketing support.
B2C (Business-to-Consumer) PR: Business-to-Consumer (B2C) public relations focuses on communication between a business and individual consumers. The goal is to build brand awareness, shape consumer perception, drive sales, and foster loyalty among the general public or specific consumer segments. Tactics often involve consumer media, social media marketing, influencer collaborations, and experiential events.
Backgrounder: A backgrounder is a written document that provides in-depth information and context about an organization, event, issue, or product. It is often prepared for journalists to give them a comprehensive understanding of the subject matter, beyond what is included in a press release. A backgrounder might include historical information, key facts and figures, biographies of key personnel, and the organization’s position on relevant issues.
Backlink: A backlink is a link from one website to another. In the context of digital PR and search engine optimization (SEO), high-quality backlinks from reputable websites are valuable because they signal to search engines that the linked website is a credible source of information. Earning backlinks is a key objective in digital PR efforts to improve a website’s search engine rankings and drive organic traffic.
Beat: In journalism, a beat refers to a specific topic, sector, or area that a journalist regularly covers. For example, a journalist might have a beat in technology, health, politics, or business. PR professionals often specialize in specific industries or sectors to build relationships with journalists who cover those beats, making it easier to pitch relevant stories.
Benchmark: A benchmark is a standard or point of reference used to compare and evaluate the performance of PR activities over time, against competitors, or against industry best practices. Setting benchmarks at the beginning of a campaign allows PR professionals to track progress and measure the success of their efforts.
Blog: A blog (short for “weblog”) is a regularly updated section of a website, typically written in an informal or conversational style. Blogs are used by organizations to share news, insights, opinions, and engage with their audiences. They are a valuable tool for content marketing, thought leadership, and building relationships with stakeholders. PR professionals often contribute to or manage company blogs as part of their communication strategy.
Boilerplate: A boilerplate is a short, standardized paragraph that appears at the end of a press release, company biography, or other official communications. It provides a brief overview of the organization, including its mission, key activities, and often its website address. The boilerplate remains consistent across different communications to reinforce brand identity and provide essential information.
Brand Awareness: Brand awareness refers to the extent to which consumers are familiar with a particular brand and can recall or recognize it. It is a crucial first step in the consumer journey and a key objective for many PR and marketing campaigns. High brand awareness can lead to increased brand consideration and ultimately, sales.
Brand Equity: Brand equity is the value of a brand based on consumer perception, loyalty, and awareness. A brand with high equity often enjoys benefits such as premium pricing, greater customer loyalty, and easier acceptance of new products. PR efforts contribute to building brand equity by fostering positive relationships with stakeholders and shaping favorable perceptions.
Briefing Book: A briefing book or briefing document is a collection of background materials and key information prepared for a spokesperson or executive before an important interview, public appearance, or media engagement. It typically includes talking points, potential questions and answers, background information on the topic and the audience, and relevant statistics or data. The purpose of a briefing book is to ensure the spokesperson is well-prepared and can effectively communicate the organization’s key messages.
Byline: The byline is the line at the beginning of an article or news story that identifies the author. Having a byline is important for journalists and contributors as it gives them credit for their work and helps build their professional reputation. For PR professionals contributing articles or op-eds on behalf of their organization’s leaders, securing a byline for them can enhance their credibility and visibility.
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Campaign: In public relations, a campaign is a coordinated and strategic series of activities and communications designed to achieve a specific PR objective within a defined timeframe. Campaigns typically involve research, planning, implementation, and evaluation. They can focus on various goals, such as launching a new product, building brand awareness, managing a crisis, or influencing public opinion on a particular issue.
Cause Marketing: Cause marketing is a partnership between a for-profit company and a non-profit organization for mutual benefit. The company aligns itself with a social cause, donating a portion of its profits or engaging in joint promotional activities. This can enhance the company’s image, build brand loyalty among socially conscious consumers, and raise awareness and funds for the non-profit organization.
Channel: In the context of PR, a channel refers to the medium or platform through which a public relations message is delivered to the target audience. Common channels include press releases, social media platforms, websites, email marketing, events, and traditional media outlets (print, radio, television). Selecting the appropriate channels is crucial for reaching the intended audience effectively.
Circulation: Circulation refers to the number of copies of a print publication (such as a newspaper or magazine) that are distributed. It is a key metric for advertisers and PR professionals looking to reach a specific readership through print media. Higher circulation numbers generally indicate a wider potential audience reach.
Clipping/Coverage: A clipping, also known as media coverage, is a mention of a client, organization, product, or individual in the media (whether print, online, or broadcast). Securing positive and prominent clippings is a primary goal of many PR efforts, as it provides valuable third-party validation and can significantly influence public perception.
Commentariat: The commentariat refers to a body of commentators or critics, especially in the media, who regularly offer their opinions and analysis on current events and issues. PR professionals often engage with the commentariat to shape public discourse, provide expert perspectives on behalf of their organizations, or respond to criticisms.
Community Relations: Community relations involves PR activities aimed at building and maintaining positive relationships with the local community in which an organization operates. This can include sponsoring local events, supporting community initiatives, volunteering, and engaging in open dialogue with community members. Strong community relations can enhance an organization’s reputation and social license to operate.
Content Analysis: Content analysis is a research method used to systematically analyze the content of communication, such as news articles, social media posts, speeches, or advertisements. It can be used to identify patterns, themes, and biases in media coverage, understand how an organization or issue is being portrayed, and evaluate the effectiveness of communication strategies.
Content Calendar: A content calendar is a schedule that outlines planned content releases across various communication channels over a specific period (e.g., weekly, monthly). It helps PR and marketing teams organize their content creation and distribution efforts, ensuring a consistent flow of information and aligning content with campaign goals and key dates.
Content Marketing: Content marketing is a strategic marketing and PR approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Unlike traditional advertising, content marketing aims to provide value to the audience, building trust and establishing the organization as a thought leader.
Corporate Communications: Corporate communications is the function within an organization that is responsible for managing and coordinating all internal and external communication activities. This includes public relations, investor relations, employee communications, corporate social responsibility (CSR) communication, and crisis communications. The goal of corporate communications is to present a consistent and positive image of the organization to all stakeholders.
Corporate Social Responsibility (CSR): Corporate Social Responsibility (CSR) is a business approach that incorporates social and environmental concerns into a company’s operations and its interactions with stakeholders. This can include initiatives related to sustainability, ethical sourcing, community involvement, and employee well-being. Public relations often plays a key role in communicating a company’s CSR efforts to build trust, enhance reputation, and attract socially conscious consumers and investors.
Crisis Communications: Crisis communications is a specialized area of public relations that involves managing and mitigating reputational damage when an organization faces a crisis, such as a product recall, a scandal, or a natural disaster. Effective crisis communication requires swift action, transparency, empathy, and a well-defined strategy to protect the organization’s reputation and maintain stakeholder trust.
Crisis Management Plan: A crisis management plan is a pre-determined strategy and set of procedures that an organization will follow in the event of a crisis. It outlines roles and responsibilities, communication protocols, key messages, and steps for responding to various potential crisis scenarios. Having a well-developed crisis management plan is essential for minimizing damage and ensuring a coordinated response.
Cross-promotion: Cross-promotion is a marketing and PR technique that involves collaboration between two or more brands or organizations to promote each other’s products, services, or initiatives to their respective audiences. This can help expand reach, tap into new customer segments, and create mutually beneficial partnerships.
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Dark Website: A dark website is a pre-prepared website or section of a website that is designed to be quickly activated in the event of a crisis. It contains pre-approved statements, contact information, FAQs, and other relevant information that can be immediately made public to address the crisis and provide stakeholders with accurate details.
Demographics: Demographics are statistical data relating to the population and particular groups within it, such as age, gender, income, education level, and geographic location. Understanding the demographics of a target audience is crucial for tailoring PR messages and selecting appropriate communication channels.
Digital PR: Digital PR is the practice of using online platforms, tools, and strategies to achieve public relations objectives. This includes online media relations, social media engagement, content marketing, influencer outreach, search engine optimization (SEO), and online reputation management. Digital PR leverages the reach and interactivity of the internet to build brand awareness, engage audiences, and manage online perception.
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Earned Media: Earned media, also known as publicity, refers to media coverage that an organization gains through its PR efforts, without paying for it. This includes news articles, blog posts, social media mentions, and broadcast segments that feature the organization or its representatives as a result of press releases, media pitches, or other PR activities. Earned media is often considered more credible than paid media because it comes from a third-party source.
Editorial Calendar: An editorial calendar is a schedule used by media outlets (newspapers, magazines, websites, blogs) to plan their upcoming content themes, topics, and deadlines for articles and features. PR professionals use editorial calendars to identify opportunities to pitch relevant stories that align with the outlet’s planned content.
Embargo: An embargo is a request made by a source (such as a company issuing a press release) to journalists that the information provided not be published or broadcast before a specific date and time. Embargo
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Fact Sheet: A fact sheet is a concise, one or two-page document that provides key, factual information about an organization, product, service, event, or issue. It’s designed to be easily digestible and often included in a media kit to give journalists quick access to essential details like statistics, key personnel, history, and contact information.
Feature Story: Unlike hard news, which focuses on immediate and factual reporting of events, a feature story is a longer, more in-depth piece that explores a topic, trend, person, or event in a more detailed and often more engaging or human-interest-focused way. Feature stories allow for more narrative and descriptive writing and often appear in magazines, Sunday newspaper sections, or as longer-form content online. PR professionals aim to pitch feature story ideas to media outlets to provide more comprehensive and positive coverage for their clients.
Forums: Online forums are discussion websites where users can post messages and engage in conversations on various topics. They can be valuable for PR professionals to monitor public opinion, identify key influencers within specific communities, and engage directly with stakeholders, although participation requires careful consideration of community guidelines and transparency.
Framing: Framing in PR and communication refers to the way in which an issue or event is presented to an audience, influencing how it is perceived and understood. By strategically selecting certain aspects of a story and emphasizing them, PR professionals can shape the narrative and influence public opinion. Ethical considerations are paramount in framing to ensure the presentation remains truthful and not misleading.
Frequency: Frequency in media planning and PR refers to the number of times an individual within the target audience is exposed to a particular message or campaign within a specific period. Achieving an optimal frequency is important for message recall and impact, but overexposure can lead to audience fatigue.
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Ghostwriting: Ghostwriting is the act of writing content that is officially credited to someone else. In PR, this often involves writing speeches, articles, blog posts, or even books for executives or organizational leaders. The ghostwriter works behind the scenes to articulate the ideas and voice of the attributed author. Ethical considerations require that the content accurately reflects the views and expertise of the named author.
Goodwill: Goodwill refers to the positive reputation, trust, and public perception that an organization has built over time. It is often considered an intangible asset that can significantly impact an organization’s success, especially during challenging times. PR efforts play a vital role in building and maintaining goodwill through consistent positive communication and ethical behavior.
Government Relations: Government relations (also known as public affairs) is the branch of PR that focuses on building and maintaining relationships with government officials, policymakers, and regulatory agencies. The goal is to influence public policy decisions in a way that benefits the organization or its stakeholders. Tactics include lobbying, legislative monitoring, and grassroots advocacy.
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Hard News: Hard news refers to factual news reporting that focuses on significant events, often with an emphasis on timeliness, impact, and objectivity. Examples include reports on political developments, economic news, and major accidents or disasters. PR professionals need to understand what constitutes hard news to effectively pitch timely and relevant stories to news outlets.
Holding Statement: A holding statement is a brief, initial public response issued by an organization during the early stages of a crisis or sensitive situation. Its purpose is to acknowledge the event, express concern, and indicate that the organization is aware of the situation and is gathering more information. A holding statement aims to provide an immediate response and assure stakeholders that the organization is taking the matter seriously, while buying time to develop a more comprehensive communication strategy.
House Style: House style (also known as style guide or editorial style) refers to a publication’s or an organization’s specific set of guidelines for writing and formatting content. This ensures consistency in language, grammar, punctuation, capitalization, and overall presentation across all its communications. PR professionals need to be familiar with and adhere to the house style of any media outlet they are targeting or the organization they represent.
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Influencer Marketing: Influencer marketing involves collaborating with individuals who have a significant and engaged following on social 1 media platforms or within specific online communities. These influencers are seen as credible and trustworthy by their audience, and their endorsements or mentions of a product, service, or brand can significantly impact their followers’ opinions and purchasing decisions. PR professionals often work to identify and build relationships with relevant influencers to amplify their client’s messages.
Internal Communications: Internal communications refers to the communication processes and strategies that take place within an organization among its employees. Effective internal communications are crucial for keeping employees informed, engaged, and aligned with the organization’s goals and values. PR professionals often play a role in developing and implementing internal communication strategies, including newsletters, intranet content, and employee meetings.
Investor Relations (IR): Investor Relations (IR) is a specialized area of public relations that focuses on communication between a publicly traded company and its investors, shareholders, and the broader financial community. The goal of IR is to ensure that the financial markets have an accurate understanding of the company’s performance, prospects, and governance. IR professionals manage the release of financial information, organize investor meetings and presentations, and respond to investor inquiries.
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Journalist: A journalist is a person who gathers, writes, and reports news or information for newspapers, magazines, radio, television, or online media outlets. They adhere to journalistic standards of accuracy, fairness, and objectivity in their reporting. Building positive relationships with journalists is a fundamental aspect of media relations for PR professionals, as journalists serve as key gatekeepers of information to the public.
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Key Message: A key message is the central point or piece of information that an organization wants its target audience to understand and remember. Effective PR campaigns are built around a few core key messages that are consistently communicated across all relevant channels. These messages should be clear, concise, compelling, and tailored to resonate with the specific audience.
Key Performance Indicator (KPI): A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively an organization is achieving key business objectives. In PR, KPIs are used to track the success of campaigns and activities against set goals. Examples of PR KPIs include media mentions, website traffic from PR efforts, social media engagement, changes in brand sentiment, and lead generation resulting from PR initiatives.
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Lead Time: Lead time refers to the amount of time required by media outlets to plan, produce, and publish or broadcast a story. Long-lead media (e.g., monthly magazines) typically have longer lead times, requiring pitches and materials well in advance of their publication date. Short-lead media (e.g., daily news websites, broadcast news) have much shorter lead times. Understanding lead times is crucial for PR professionals when pitching stories to ensure timely consideration.
Lobbying: Lobbying is a specific type of public affairs activity that involves directly communicating with government officials and policymakers to influence legislation or regulatory decisions in favor of an organization’s interests. Lobbyists often represent companies, industries, or special interest groups and advocate for their specific agendas.
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Market Research: Market research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. While distinct from PR, market research provides valuable insights into target audiences, market trends, and competitor activities, which can inform PR strategies and messaging. PR professionals often collaborate with market research teams.
Media Advisory: A media advisory (also sometimes called a press advisory) is a brief announcement sent to the media to inform them of an upcoming event, photo opportunity, or news announcement that may be of visual or immediate interest. It typically includes the who, what, when, where, and why of the event and encourages media to attend or cover it.
Media Buy: A media buy refers to the act of purchasing advertising space or airtime in various media outlets (e.g., newspapers, magazines, websites, television, radio). This is a paid form of promotion, distinct from earned media, which is secured through PR efforts.
Media Database: A media database is a curated list of journalists, bloggers, influencers, and other media contacts, often organized by their beat, publication, area of expertise, and contact information. PR professionals use media databases to identify and reach out to relevant media for their pitches and announcements.
Media Kit (Press Kit): A media kit (or press kit) is a package of information prepared for journalists and other media representatives. It typically includes a press release, fact sheets, backgrounder, high-resolution photos and logos, biographies of key personnel, and contact information. The purpose of a media kit is to provide journalists with all the necessary information to write a story about an organization or event.
Media List: A media list is a targeted compilation of journalists, bloggers, and media outlets that are relevant to a specific story, announcement, or PR campaign. Creating a well-researched and targeted media list is crucial for ensuring that press materials reach the right journalists who are likely to cover the news.
Media Monitoring: Media monitoring is the process of tracking media coverage (print, online, broadcast, social media) to see where and how an organization, its competitors, or related topics are being mentioned. This helps PR professionals understand their media presence, identify trends, and measure the impact of their efforts. Various tools and services are available for media monitoring.
Media Relations: Media relations is the aspect of public relations that involves building and maintaining positive, mutually beneficial relationships with journalists, editors, producers, and other media professionals. Effective media relations is essential for securing positive and accurate media coverage for an organization or client.
Message Map: A message map is a visual framework that outlines an organization’s key messages and the supporting points for different target audiences. It helps ensure consistent and strategic communication by providing a structured way to develop and deliver messages across various platforms.
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Newsjacking: Newsjacking is a PR and marketing technique that involves capitalizing on the popularity of a breaking news story or trending topic to amplify your own brand’s message or gain media attention. It requires speed and relevance to successfully insert your brand into the existing news cycle.
News Release (Press Release): A news release, also known as a press release, is an official written communication directed at members of the news media for the purpose of announcing something newsworthy about an organization, product, service, event, or personnel change. A well-written press release follows a standard format and aims to provide journalists with the key information they need to write a story.
Newswire: A newswire is an online service that distributes press releases and other news announcements from organizations to journalists, media outlets, and other stakeholders. Using a newswire can significantly broaden the reach of a press release.
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Off-the-Record: When a source provides information to a journalist “off-the-record,” it means that the information is not for publication. Journalists may agree to this condition to gain valuable background or context, but they are ethically bound not to reveal the off-the-record information or its source.
Op-Ed (Opinion Editorial): An op-ed is an article written by an expert or a representative of an organization expressing their opinion or perspective on a particular issue or topic. Op-eds are typically published in newspapers or online news sites and offer an opportunity to share thought leadership and influence public discourse. PR professionals often help their clients draft and place op-eds.
Outreach: Outreach in PR refers to the act of proactively connecting and engaging with various stakeholders, including media representatives, influencers, community leaders, and potential partners. Effective outreach involves building relationships and tailoring communication to the specific interests and needs of each stakeholder group.
Owned Media: Owned media refers to communication channels that an organization directly controls and has the authority to publish on. Examples include a company’s website, blog, social media profiles, email newsletters, and internal intranet. Owned media provides an opportunity for organizations to tell their own story and control their messaging directly to their audiences.
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Paid Media: Paid media refers to any form of publicity or promotional message that an organization pays for. This includes traditional advertising (television, radio, print), online advertising (search engine marketing, social media ads, display ads), and sponsored content. While distinct from earned media (publicity gained through PR efforts), paid media can be integrated into a broader communication strategy to amplify messages and reach specific audiences.
Pitch: A pitch is a persuasive communication sent by a PR professional to a journalist, blogger, or other media representative to suggest a story idea related to their client or organization. A good pitch is concise, relevant to the media outlet’s audience and focus, and clearly articulates the newsworthiness or interest of the story.
Placement: In the context of media relations, a placement refers to the successful securing of media coverage for a client or organization in a specific media outlet (e.g., a news article, a broadcast interview, a blog post). Achieving high-quality placements in relevant media is a key goal of PR efforts.
Press Conference: A press conference (or news conference) is a meeting organized by an organization to make a major news announcement or respond to significant questions from journalists. They are typically held for important or time-sensitive news that requires a direct and simultaneous communication to multiple media outlets.
Press Kit: See “Media Kit.”
Press Release: See “News Release.”
Proactive PR: Proactive PR involves taking the initiative to create and disseminate positive stories and messages about an organization or client, rather than solely reacting to events or crises. This includes pitching positive news, highlighting achievements, and building thought leadership.
Public Affairs: Public affairs is the aspect of PR that deals with political or legislative issues and government relations. It involves building and maintaining relationships with government officials, policymakers, and community leaders to influence public policy and legislation in a way that benefits the organization.
Public Relations Officer (PRO): A Public Relations Officer (PRO) is a PR professional who works for a government agency, public institution (like a university or hospital), or non-profit organization. Their primary role is to disseminate accurate and timely information to the public and the media on behalf of the organization, especially during emergencies or crises.
Publicity: Publicity is information about an organization, product, service, or person that appears in the media because it has news value. Unlike advertising, the source of the publicity does not pay for the media placement and typically has less control over how the information is used or framed. Earned media coverage is a form of publicity.
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Reactive PR: Reactive PR involves responding to negative events, criticisms, or crises that affect an organization’s reputation. It requires a well-prepared crisis communication plan and swift, transparent, and empathetic communication to mitigate damage and rebuild trust.
Reputation Management: Reputation management is the strategic process of monitoring and influencing public perception of an organization, brand, or individual. It involves proactively building a positive image and addressing negative feedback or crises to protect and enhance reputation.
Round-up: A round-up is a type of article or media coverage that summarizes multiple related products, services, companies, or trends around a specific theme. For PR professionals, securing inclusion in a relevant round-up can be an efficient way to gain visibility for their clients.
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Sentiment Analysis: Sentiment analysis is the process of using natural language processing (NLP) and computational linguistics to determine the emotional tone or attitude expressed in online text, such as social media posts, news articles, or customer reviews. PR professionals use sentiment analysis to understand public opinion towards their brand or organization and identify potential issues.
Share of Voice (SOV): Share of Voice (SOV) is a metric that measures the relative portion of online conversation or media mentions about a brand compared to its competitors within a specific industry or topic. It helps organizations understand their visibility and influence in the marketplace.
Social Listening: Social listening is the process of monitoring social media platforms and online conversations for mentions of a brand, its competitors, industry trends, and relevant keywords. It allows PR professionals to understand what people are saying, identify influencers, and respond to comments or concerns in real-time.
Soft News: Soft news refers to news that is more entertaining, less time-sensitive, and often focuses on human interest stories, lifestyle topics, or celebrity news, rather than serious or breaking events. PR professionals might pitch soft news angles to reach different audiences or to humanize a brand.
Sound Bite : In broadcast journalism, a sound bite (or actuality) is a short excerpt from a recorded interview or speech that is used in a news report. PR professionals often prepare key sound bites for spokespeople to deliver during interviews to ensure important messages are conveyed concisely.
Spokesperson: A spokesperson is an individual who is authorized to speak on behalf of an organization or client to the media and the public. They are typically well-trained in communication and crisis management and are responsible for conveying the organization’s official messages.
Stakeholder: A stakeholder is any individual, group, or organization that has an interest in or can be affected by an organization’s activities, decisions, or outcomes. This can include employees, customers, investors, suppliers, communities, and government agencies. Effective PR involves identifying and building relationships with key stakeholders.
Storytelling: Storytelling is the art of crafting compelling narratives to connect with audiences on an emotional level and convey key messages in a memorable and engaging way. PR professionals use storytelling techniques to make their communications more impactful and relatable.
Strategy: A PR strategy is the overarching plan that outlines how an organization will achieve its public relations objectives. It encompasses identifying target audiences, defining key messages, selecting appropriate channels, and determining the overall approach to communication.
Syndication: Syndication refers to the licensing of content (such as articles, news stories, or blog posts) to be published or broadcast by multiple media outlets. For PR, syndicating positive content can significantly expand its reach.
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Target Audience: The target audience is the specific group of people that a communication or PR campaign is primarily aimed at reaching and influencing. Identifying the target audience is the first step in developing effective PR strategies, as it informs message development and channel selection.
Thought Leadership: Thought leadership is a positioning strategy where an organization or its leaders are established as authorities and experts in their industry or on specific topics. This is often achieved through publishing insightful content, speaking at industry events, and engaging in public discourse. PR plays a key role in building and promoting thought leadership.
Tiered Media List: A tiered media list categorizes media contacts based on their reach, influence, and relevance to a specific story or campaign. Tier 1 contacts might be top-tier national publications, Tier 2 regional or key trade outlets, and Tier 3 smaller blogs or niche publications. This helps PR professionals prioritize their outreach efforts.
Tone of Voice: Tone of voice refers to the personality and style of an organization’s written and verbal communication. It should be consistent with the brand’s overall identity and resonate with the target audience. PR professionals carefully consider the appropriate tone of voice for different communication channels and audiences.
Trade Publication: A trade publication is a magazine, journal, website, or newsletter that is specifically targeted to professionals within a particular industry or trade. These publications often feature in-depth industry news, trends, and analysis, making them valuable outlets for B2B PR efforts.
Transparency: Transparency in PR and communication involves being open, honest, and forthright in sharing information with stakeholders. It is crucial for building trust and maintaining a positive reputation, especially during challenging times.
Trendjacking: Trendjacking (also known as newsjacking) is the strategy of leveraging a popular trend, hashtag, or news story to insert your brand’s message into the conversation and gain visibility. It requires quick thinking and relevant connections to the trend.
