Glossary of Public Relations Terms
Terms you should know.
If you work with a public relations firm or a publicist, you will hear a host of words and phrases. You may struggle to make sense of some of those.
Below is a glossary of terms that will support your understanding of the field. You can find additional information on our blog, The Pitch.
Byline. The byline is the person who writes the story or to whom the story is attributed.
Earned Media. Earned media is media that is generated based on media pitching, events, reports, press releases or press statements. It is media that one does not purchase, but instead earns.
Editorial Board Calendar. An editorial board calendar highlights key dates and anniversaries. It is a tool to help you plan media coverage and media outreach.
Editorial Board Memo. An editorial board memo is designed to summarize an issue for editorial board writers. Editorial board memos are sometimes used in lieu of an editorial board meeting.
Editorial Board Meeting. An editorial board meeting is a meeting with the editorial board writers and key columnists of a publication. The editorial board represents the views of the publisher. The publisher assembles a team of editorial board writers who will research and share the publications opinions on a host of topics and issues.
Exclusive. An exclusive is a story that is given to one publication. It is an agreement to share information with one outlet and that outlet then has the opportunity to exclusively publish the material that is shared.
On the Record. An on-the-record conversation is one that is had with the understanding that what you say can be used in a news story and attributed to you.
Off the Record. An off-the-record conversation is one in which nothing you say can be attributed to you or used in the story. Comments are offered for research purposes only. However, you cannot begin speaking and then tell a reporter – mid sentence – these comments are off-the-record. Anytime you speak with a reporter you should assume the comments are on-the-record, unless you specifically request, and the reporter agrees, to go off-the-record.
On Background. On background is information shared for the purposes of shaping a story, confirming or disputing information. A reporter can say they heard from a source but they don’t disclose the person’s name. Sometimes, depending on the information that is shared, an organization or the public may know who shared it.
Guest Column/Opinion Essay/Opinion Editorial. A guest column is an opinion piece that is offered to a media publication. It is a tool to share one’s thought leadership on a given issue. Opinion essays usually range from 750 to 1200 words. If you write an opinion essay for a location publication, the word count could be anywhere from 550 to 650 words.
Media Conference Call. A media conference call is a virtual press conference. Rather than assembling at a physical location, participants on a media call will use a platform such as Zoom or Streamyard. The benefit of a media call is it allows one to invite reporters who are in and outside of a specific geographic region.
Media Impressions. Media impressions are the number of people who see a story or piece of content.
Media Training. One of the biggest myths about media training is that there is only one kind. In reality, media training can cover anything from message development and delivery to answering questions under pressure, to cultivating stronger relationships with reporters, to building a strategic communications plan.
Paid Media. Paid media includes advertising and media for which one pays.
Plain Language. Plain language is accessible. It is written without jargon. The intention is to communicate in simple terms that persons at the 6th through 8th grade reading level can understand and grasp. When communicating with the public it is best to speak in ways that maximize your chances of being heard. One of the way you do this is by using plain language.
Pitch. A pitch is an appeal for a reporter or producer to cover a story. A pitch can be conducted via the phone or email. It is essentially what public relations or strategic communicators use to see if reporter might cover an issue.
Press Advisory. A press advisory is a strategic communications tool designed to announce and event. It is used to advise reporters and members of the media about an event. It is short and includes a lead paragraph, and details such as “Who,” “What,” “When,” “Where,” and “Why.”
Press Release. Press releases provide background information on a given issue or topic. Press releases should include contextual information such as data or data points. The purpose of the press release is to provide journalists with a quote that can be included in a story. It can also be used to stake an organization’s position on a given issue. A press release can include quotes from multiple people, whereas a statement might include just one person.
Press Statement. A press statement is designed to mimic a person speaking. It is often from one person. It is designed to allow one person’s comments to be shared and included in a story. Sometimes, organizations issue press statements in response to a request from a journalist. Other times, an organizational leader may want to be on the record sharing their thoughts on a given issue.
Public Relations. Public Relations is the management of one’s image or reputation with various publics. The public could include customers, clients, members, the media, industry partners, etc. Tactically, public relations include strategic communications, advertising and marketing, publicity, crisis management, media relations, printing and publications, social media, digital media, and more.
SEO. Search engine optimization pertains to how your online content appears and how search engines are able to find, access and present it to other users.
Strategic Communications. Strategic communications pertains to the crafting of plans to get a campaign from one point to another. It could include crisis management, positioning, publicity, rapid response, message development and dissemination and more.
Spokesperson. A spokesperson is someone who is designated to speak on an organization or leader’s behalf.
The Pitch. The Pitch is Spotlight PR’s blog to help you promote your work and protect your brand. It offers concrete tips for media relations, brand management, and campaign advocacy.