Glossary
Media Relations Glossary
PR is filled with jargon. It is good to know what it all means. Following is a list of the most used terms in PR.
We provide an ERPR Media Relations Kit, including a glossary, in our kick-off meetings to introduce stakeholders to the terms and processes we use when developing media relations strategies. Following are essential words and phrases one must be familiar with when working with media outlets and reporters.
Angle:
A specific theme selected for a story to present to the media as a lede.
B2B (business to business):
Refers to commerce between two businesses rather than between a business and an individual consumer.
B2C (business to consumer):
Refers to the process of selling products and services directly between to consumers.
Boilerplate:
A brief description of a company typically used at the end of a press release. Boilerplates are also known as the “about” section on websites and in collateral materials.
Byline:
A line in a newspaper naming the writer of an article. Bylines are commonly placed between the headline and the text of the article, although some magazines place bylines at the bottom of the page to leave more room for graphical elements around the headline. Access a more extensive description of a byline and how ERPR uses this tool for clients.
B-Roll:
Supplemental or alternate footage intercut with the main shot. B-roll can be used to support a news story and is typically requested for TV and video segments.
Circulation:
The number of copies a print publication distributes.
Clips:
Copies of published media content.
Coverage:
Published reports printed or broadcast in newspapers, magazines, TV and other media.
Earned Media:
Publicity gained through promotional efforts other than paid media advertising.
Editorial Calendars:
Schedule of content and subject matter to be produced and delivered by media outlets. Also known as Ed Cals.
Embargo:
A request or requirement by a source that the information or news provided by that source not be published until a certain date or certain conditions have been met.
Exclusive:
When a story is given to only one reporter or publisher. An exclusive has high value to the audience of the targeted media.
Feature:
An article or report of a person, event or an aspect of a major event often having a personal slant and written in an individual style.
Interview:
A secured conversation with either a reporter or an editor to discuss an agreed upon topic. Access a more extensive description and learn how ERPR manages interviews.
Launch:
The official announcement of a new product or service.
Lead time:
The time needed by reporters to gather information for their story.
News Cycle
The speed and pace in which outlets cover news. News cycles govern everything that is reported or published in media outlets and are the reason for tight deadlines.
Off the Record:
A phrase used to denote content that is not usable in any reporting.
On the Record:
When anything that is said can be quoted or used for public consumption.
Op-Ed:
A type of byline written and submitted in full to a publication. Access a more extensive description and learn how ERPR manages op-eds.
Owned Media:
Content created and owned by a company, including blogs, website and corporate social media profiles.
Paid Media:
External marketing efforts that involve a paid placement, including advertorials, branded content and display ads.
Pitch:
A communication with the press encouraging them to consider a specific story, interview or byline opportunity.
Press Kit:
A package of promotional material provided to members of the press to brief them, especially about a product, service or candidate.
Press Release:
An official statement issued to media outlets providing information on a particular topic. Access a more extensive description of a press release and how ERPR uses this tool for its clients.
Syndication:
A news service that supplies material for reuse and integration with other material, often through a paid service subscription. The most common example of syndication is in newspapers, where content, including wire-service news, comics, columns, horoscopes and crossword puzzles are usually syndicated content.
Traction:
The extent to which a story, product or idea gains popularity or acceptance from reporters and ultimately from audiences.
Trade Publication:
Usually a magazine, journal or newspaper geared to specific business or industry professionals.
Unique Visitors Per Month (UVM):
Refers to the number of distinct individuals requesting pages from the website during a monthly period, regardless of how often they visit.
Wire/Wire Service:
A news agency that sends out syndicated news copy to subscribers.
