Being new to any field or industry comes with an immense amount of words and terms one should be able to learn and know of. Having a firm grasp of these terms will enable you to be more fluent with customers and your peers, leading to effective team communication and workflow.
When stumbling upon a new word or term, having a clear and concise idea of the meaning, or perhaps how to use it properly can easily confuse many individuals. Overall, it’s good to know that there are various explanations and examples of these terms available anywhere on the internet. Thus, using your sources wisely will only give you the most credible and trustworthy explanations.
Here is a look at 71 of the most used and popular public relations jargon in the industry.
71 Public Relations Jargon
Ad Value
The number of monetary returns on a specific ad created and administered by a PR agency, with the assistance of an advertising agency.
Advertising
An effective marketing communication tool that depicts a certain product, service, or platform to showcase its capabilities and how it can improve consumer lifestyle. Through different media outlets and media coverage, companies can use advertising to improve their public relations campaigns.
Advertorial
Different from an editorial, an advertorial houses traditional concepts and designs but focuses on the importance of a new product or service. It gives better clarity and information regarding the advertised item.
ANR (aka Audio News Release)
A news pitch, usually between 15 and 30 seconds long depicts the most important events or takeaways from a breaking news story. Usually shared via radio or other social media posts.
Blog
An online platform that contains different articles. A blog can be about anything but is mainly used to share ideas, information, concepts, and recipes. Blogs are easy to create and can enhance the ranking of businesses that use them.
Boilerplate
In public relations and journalism, a boilerplate refers to the final piece of text or copy that contains additional information about a company or individual when covered in a press release or news editorial. Boilerplates are mainly used in press release formats.
Branding
A concept that refers to a company or individual identity within the marketplace and among other competitors. Businesses use branding as a way to differentiate themselves from other similar businesses. It can include logos, designs, fonts, slogans, and overall design. Branding also assists with media coverage and with a robust media relations campaign.
Byline
Depending on the publication, a byline is usually a clear indication of the writer or journalist who has written a news story. The byline is normally found underneath the sub-heading of a news story.
Circulation
The average number of copies a newspaper or magazine has among readers within the general market. Circulation does not usually refer to the physical amount of copies sold of each paper or magazine but the amount of readership it obtains within a non-periodical cycle.
Cision
Cision is one of the world’s most well-known paid media and earned media news platforms that cover a wide range of different industries and the latest news events. It’s one of the powerhouses within the public relations society.
Content Marketing
In the digital age, content marketing refers to the various types of content used to market and advertise a certain product or service. Content marketing can include written, visual or audio aspects and can be used interchangeably.
Community Relations
PR firms and PR professionals will make use of community relations as a way to establish a relationship between companies and the communities within which these businesses operate. This helps to gain better overall community support and build a better brand identity.
Coverage/Clip/Hits
Used to cover a specific client, company, or individual. This is used in the form of blogs, newspaper articles, and editorial segments.
Cost per Mile (CPM)
A type of metric used by PR teams to measure the number of clicks or visits per one thousand. This gives a better indication of how much an advertisement will cost when it is released within the public sphere.
Crisis Communications
A process used to mitigate bad or negative comments about a client or company in the event of false news being shared via social media and other news platforms.
Designated Marketing Area (DMA)
The area, region, or district indicates how easily consumers can be interacted with or reached with advertising and marketing efforts. It also includes the target audience and the range in which they can be reached through radio, television, newspapers, and other forms of media.
Earned Media
PR efforts that enable companies to receive media awareness and publicity through various PR means, such as paid efforts or advertising.
Editorial calendar
A calendar is used to organize and plan PR strategies. Helping with the brainstorming process, and outlining when new content and campaigns should be launched to obtain the highest market visibility.
Embargo
Withholding content or news until a certain date of publication. Usually, PR teams will request media agencies to embargo news until a certain stage of the campaign has been reached.
Employee Relations
A process in which companies create a well-established relationship with employees to keep a transparent channel of communication.
Evergreen
When content is used by PR marketing teams that aren’t time-sensitive and can be used throughout the duration of a specific PR campaign.
Exclusive
The ability to have a specific news story or piece of online content that is only available to one journalist or reporter.
Fundraising
An effort endured by companies or organizations to raise more funding for a specific goal or event.
Federal Trade Commission (FTC)
FTC is a branch of the United States government looking to protect the civil liberties of individuals and promote consumer protection efforts.
Ground Media Tour (GMT)
The ability to have a famous individual to your availability for an interview, via television broadcast, newspaper interview, or for social media content.
Influencer Marketing
Using an influential person within the social media sphere to help promote company products or services via their social media platforms.
Keywords
A specific word or phrase that has significant relevance on search engines. These are words that have popular search rankings and are used frequently on search engines.
Launch
A process that involves journalists, reporters, or influencers to help advertise and promote new products or services from a specific company. This helps create more awareness around a specific item.
Listicle
Online content, usually in the form of blog posts is presented in the form of a list. Examples include “21 Amazing Restaurants to Visit in New York.”
Lead time
The total amount of time it takes from the beginning until the end of a certain PR campaign or content.
Marketing
The process of active social communication via various mediums creates an impression of a certain service or product on a selected target audience.
Mat Release
A form of persuasive communication through the use of online news content directed at a designated target audience.
Media Impressions
A measurement used by digital marketers and PR professionals to monitor how a piece of online content is performing with the number of clicks and impressions it’s received from target audiences.
Media Relations
PR teams build media relations with media groups and partners to help publicize company events, products, and services.
Messaging Strategy
Focuses on the specific message a company wants to convey to its target audience through various social and marketing mediums.
Micro-influencer
Considered to be an individual with a large enough social media following, anything between 10,000 and 55,000 followers.
Native Advertising
Additional paid advertising on a website that aligns with the host website’s values and content.
Niche Publication
A target-specific publication that focuses primarily on a distinct area of expertise.
Owned Media
Any form of media, i.e. social media platforms or blogs owned and operated by a definitive company or organization.
Paid Media
The placement of ads and company advertisements on a specific website area can draw in more clicks and online leads. Usually, these placements are paid for.
Pitch
A short message that outlines the importance and exact value of a PR campaign or strategy.
Pitch Angle
PR professionals use a creative angle to pitch a new idea or message in an innovative way that will enhance the message.
Placement
The placing of certain information or branded content on websites or in print publications will receive better impressions.
Press kit
A set of branded content offered by businesses that news publications and PR firms can use.
Pre-Roll
A short advertisement or video that automatically plays before a video.
Press Release
A news article that contains specific information about a breaking news story. Usually, a press release will contain a well-pitched headline, introduction, body, conclusion, and boilerplate.
Press tour
Efforts are ensured by PR teams to help re-establish and strengthen relationships with media partners and governments.
Public Relations
The practice of creating and establishing a public image and building better brand awareness through the means of content generation, media releases, and marketing.
Radio News Release (RNR)
A breaking news story that is released and communicated via radio channels.
Returned on Investment (ROI)
The monetary return on capital is used to promote a certain product or service.
Round-up
A summary of events and breaking news stories that have occurred during the week. A round-up can also be used to describe highlights of a specific breaking news story.
Search Engine Optimization (SEO)
The specific configuration of the company’s website content to help increase online traffic and increase organic traffic on search engines.
Search Engine Results Page (SERPs)
The page results are returned by the search engine once a search query has been submitted by a user.
Sending over the wire/wire service
A breaking news story was sent out to news publications and journalists via wire transfer.
Satellite Media Tour (SMT)
A series of online, television, or radio interviews conducted from a specific location for a targeted audience to infiltrate the market with new products and services.
Social Media
Platforms such as Facebook, Instagram, or Twitter help link individuals with one another or with target-specific companies, brands, or organizations.
Spokesperson
A neutral individual who speaks on behalf of a company or organization.
Sponsored Posts
A specific company or organization pays for a social media post to create better awareness and interest in a product or service.
Sponsored Content
Editorial news or online content paid for by a company or organization that is strategically placed and used to draw attention to a new concept, product, or service.
Sponsorship
Receiving monetary or financial support from any organization or individual.
Subject Matter Expert
A person who has expertise and authority in a specialized field or industry.
Syndication/syndicate
Usually considered for newspapers and other print publications that are all owned by one parent company, but operated individually.
Talking Points
Precise concepts or messages that lend towards a distinct subject, argument, or discussion.
Target Audience
An exact group of people, or consumers who will be interested in a company’s products or services.
Trade publication
A collection of articles published in a news or print publication that is directed towards a distinct group of individuals or professionals.
Unique Visitors per Month (UVM)
The measurable amount of visitors or clicks to a website.
Video News Release (VNR)
A news release is created distinctly by PR firms, marketers, and advertisers to create the illusion of a news release, but in reality, delivers a direct message to target audiences.
Viral
Online content, in the form of video, photos, written content, or audio is distributed and shared widely among social media and website platforms in a rapid manner.
Vlog
Social media accounts and platforms are updated regularly by individuals or companies and comprise short informative videos.
Voice Search
The ability to search for anything via online search engines with having the ability to make use of your voice.
White Paper
An informative document released and published by a company that offers a solution, or clear explanation on a specific problem or issue.
FAQs
What is Comscore UVM?
Third-party measurements of content and online advertisement across various mediums and channels. It helps determine the demographic of users, and the overall performance of posts and online content.
What is UVPM on Cision?
The Unique Visits Per Month allows PR professionals to see and monitor the number of visitors received during the month for a specific website or social media account.
Final Thoughts
These terms are used to make workflow and communication efforts between PR teams and professionals easier and more convenient. Although these are only a small fraction of the various terms used within the industry, consider these as the basic terms for all novice and veteran PR professionals.
