We've already covered marketing and branding. Now we're taking on PR in this Back to the Basics post. Here are 15 key PR terms that will have you talking like a PR pro in no time.
Angle: point, theme or focus of a news/feature story.
Boilerplate: a short company description found at the end of a press release.
Circulation: the total number of copies of a print publication that is available for readers, whether through subscriptions or newsstands.
Earned Media: publicity gained through "buzz" or word-of-mouth.
Embargo: the sharing of unannounced news with a media outlet that cannot be published before an agreed upon time and date.
Exclusive: offering first-look information to a single media outlet. This information won’t be shared with other news organizations until after the first outlet has published/broadcast.
Evergreen: story/pitch/angle that is always relevant (can be pitched at anytime).
Hit: media coverage.
Owned Media: publicity gained through brand-owned channels, such as social media, blogs or a company website.
Paid Media: publicity gained through advertising – can be broadcast, print or online display.
11Pitch: a targeted note that is sent to an editor to gauge their interest in your client/story.
Press Kit: a set of informational materials, such as press releases, fact sheets, photos and other press clippings, given to media outlets. Provides background information about your client.
Press Release: an announcement about a new development, product, service or event that it sent to the media in hopes of garnering coverage.
Reach: a measure of the number of people that read/viewed a news story or other communication object. For example, a magazine with a circulation of 250,000 is a representation of its "reach.”
Wire Service: a paid distribution service for press releases. Examples include PR Newswire and Businesswire.