20 Key Terms Used in the PR Industry

Got PR on the brain? I don't blame you if you do - and if you don't - you should. The PR industry isn't what it used to be, it's evolving rapidly, which is why you should be paying attention to your PR efforts.

One thing has stayed true amidst all of this change - the words the PR industry uses in their craft (with the addition of a few new ones).

If you're just starting PR or you are looking into PR options for your company, don't worry, this blog is for you. It will teach you the latest PR key terms so you can communicate with public relations pros.

You don't have to be the one sitting at the meeting confused and nodding in agreement with words you have never heard before. This is the go-to resource that will prepare you to walk into your next meeting or start your PR journey on the right foot. 

Key Terms Used in The PR Industry:

1. Backlink: A link to your website hosted by a different website domain. Backlinks are usually used in articles or blog posts and can increase traffic back to your website.   

2. Boilerplate: A section at the end of a press release before the media contact information that gives a brief description of the company. It ensures the "who" and "what" is consistent and obvious in the press release.  

3. Byline: The byline is the name printed below the title of an article. It gives credit to the author and often includes the date it was published.

4. Earned Media: Media coverage that is generated due to relationship building, story pitching, and media relations, as opposed to paid advertising or media.

5. Editorial Calendars: A schedule of topics media outlets will cover during a specified month or year time – knowing this can give you a starting point for reaching out to an editor about a story you would like published.

6. Engagement: The total number of interactions with a piece of content or communication. Types of interactions include likes, comments, shares, views, etc.

7. EOD: An acronym meaning “end of day” that is sometimes used when communicating with journalists (ex: EOD – Central Time)

8. Exclusive: Sending only ONE media outlet information, samples, or stats so they have the opportunity to publish a story first. 

9. Impressions: The number of persons that have potentially viewed a communication piece.

10. Influencers: Bloggers, journalists, and companies who are thought-leaders in their industry. These are the people your customers trust and go to for information. 

11. Lead Time: The amount of time needed by reporters to gather information for their story; the time varies by type of outlet with magazines having the longest lead times and online the shortest.

12. Media Relations: Mutually beneficial relationships between PR professionals and the media. It's achieved by providing information to media outlets, seeking information from media, and staying informed on the media's preferences, interests, and contacts. 

13. Owned Media: Any content you or your agency creates (i.e. website, blog, video, or social messaging). 

14. Pitch: A highly targeted message that is crafted and sent to a journalist to gauge their interest in your client; this can include photos, videos, and ends with a call-to-action.

15. Press Kit: A package (online or physical) of promotional material provided to members of the press to brief them, especially about a product, service, or candidate.

16. Press Release: A news announcement usually put out by a representative of a company, organization, or individual.

17. Publics: Target audiences of a company, organization, or individual.

18. Reach: The number of persons who viewed a piece of communication. For example, a print publication with a “circulation of 132,000” is a representation of the press release’s “reach”.

19. Reputation Management: The PR practice of monitoring, correcting, and enhancing the perception of a brand, individual, organization, or business in the public’s opinion.

20. Round-up: Small features in posts like "Top Digital Marketing Agencies in Minneapolis" that highlight multiple businesses in order to compare and contrast the services they offer. 

These are just a couple of the many, many terms PR professionals and agencies use in their day-to-day activities. Knowing these will aid in your communication efforts within all verticals of the PR industry. I hope you find this list helpful wherever you are on your public relations journey! And, if you enjoyed this blog and want to read more like it, click here.