PR Glossary

Original Definition: A/B testing is a method where two versions of something—such as a headline, email, or webpage—are shown to different audience segments at the same time to see which one performs better based on a defined metric (e.g., clicks or conversions). PR Context: In PR, A/B testing can be used to compare different subject lines, press release headlines, or pitch formats by sending them to separate journalist groups or email lists. This helps identify which version generates higher engagement, such as open rates, replies, or media pickups.

Above the Fold refers to the part of a webpage or printed page that is visible without scrolling or turning. It's where the most important information should appear to grab attention quickly.

Original Definition: Advertising is a paid method of promoting products, services, or ideas through channels like TV, print, digital, or outdoor media. PR Context: PR and advertising are distinct but complementary. Advertising is paid placement with controlled messaging, while PR earns attention through credibility. PR professionals often coordinate with ad teams to ensure brand alignment, especially in integrated campaigns.

Audience analysis is the process of studying the people you want to reach with your PR campaign, including their interests, behaviors, and media habits. This helps tailor messages that resonate with the right group.

Audience reach is an estimate of how many people may see or hear your message through media coverage. In PR, this helps measure the potential impact of your campaign.

Authenticity in PR means delivering honest, consistent, and transparent communication that stays true to the brand's values across all messages and channels. This should be reflected in every touchpoint—from press releases and media interviews to websites and social media—so that customers, stakeholders, and the public can trust what the brand says and stands for.

Automotive PR refers to public relations strategies focused on communicating developments and stories related to the automotive industry. This includes promoting vehicle launches, handling recalls, or showcasing electric and autonomous technologies. It is often used by organizations such as car manufacturers, dealerships, parts suppliers, or mobility platforms.Explore recent automotive PR stories.

Original Definition: B2B describes businesses that sell products or services to other businesses rather than to individual consumers. PR Context: In B2B PR, the goal is to build trust with decision-makers through expert insights, industry publications, and credibility-building—often with a longer sales cycle and focus on authority over emotion.

Original Definition: B2C refers to companies that sell directly to individual consumers. PR Context: In B2C PR, campaigns often aim for mass reach, emotional appeal, and visibility in consumer-friendly outlets like lifestyle blogs, national news, or social platforms—where engagement and brand affinity matter most.

Original Definition: A backlink is a link from one website to another, often used to improve search engine rankings. PR Context: In PR, a backlink happens when a media site links back to your brand's website in a press release or news article. These links can improve your visibility in search engines—making backlinks a valuable side benefit of digital PR.

Blockchain PR refers to public relations strategies focused on explaining and promoting blockchain-based technologies and initiatives. This includes raising awareness, simplifying technical language, and building trust in a complex and evolving space. It is commonly used by projects and companies such as decentralized platforms, Web3 startups, or infrastructure providers. View blockchain-related coverage.

A boilerplate is a standardized paragraph at the end of a press release that provides background information about the company. It often includes details like the company's mission, services, founding date, or key achievements. Read more

Original Definition: The final stage of the marketing or sales funnel, where potential customers have identified their problem, researched solutions, and are now comparing specific vendors or products before making a purchase decision. PR Context: While BoFu is heavily driven by sales and marketing, PR can play a supportive, crucial role in providing the final push of validation and trust that a prospect needs before converting. This often involves providing social proof, detailed information, and direct calls to action.

Original Definition: Bounce rate is the percentage of visitors who land on a webpage and leave without clicking on anything else or visiting another page on the same site. It's commonly used in website analytics to measure engagement. PR Context: In PR, bounce rate helps evaluate how effective a press release or media placement is at engaging readers once they land on your website. A high bounce rate may suggest the content didn't match audience expectations, while a low bounce rate means visitors stayed to explore more—indicating stronger interest or relevance.

Original Definition: Branding is the process of shaping how a company is perceived through its name, logo, design, messaging, and overall identity. PR Context: PR supports branding by influencing public perception, sharing stories that reflect brand values, and ensuring messaging stays consistent across earned media.

Brand awareness is how familiar people are with a brand. In PR, one of the main goals is to increase brand awareness by securing media coverage and public exposure.

Brand consistency is ensuring a brand communicates in a unified way across all channels. In PR, this includes consistent tone, language, and visual elements in press releases, pitches, and interviews.

Original Definition: Brand equity refers to the value a brand holds in the minds of consumers, often based on reputation, recognition, and customer loyalty. PR Context: PR contributes to brand equity by building credibility and trust through positive media exposure, public engagement, and third-party validation.

Original Definition: Brand identity is the collection of visual and verbal elements—like logo, color palette, and messaging—that represent a brand. PR Context: PR plays a role in expressing and reinforcing brand identity in all external communication, especially through consistent storytelling and messaging.

Brand image is the way the public perceives a brand. PR directly influences brand image through media coverage, public statements, and crisis response.

Brand journalism is a PR approach that uses storytelling techniques from journalism to create and distribute brand-authored content—like blogs, articles, or videos—that feel newsworthy and credible.

Original Definition: Brand loyalty is when customers consistently choose a specific brand over competitors due to trust, satisfaction, or emotional connection. PR Context: PR plays a key role in nurturing brand loyalty by reinforcing positive brand narratives, creating emotional connections through media stories, and helping brands navigate crises in ways that preserve public trust.

Brand mention is any time a brand is referenced in media, blogs, or online content. PR professionals track mentions to measure coverage, brand visibility, and sentiment.

Original Definition: Brand positioning is the strategy of defining how a brand should be perceived in the minds of its target audience—usually based on its unique value, tone, and competitive differences. PR Context: While brand positioning is typically crafted by marketing or brand teams, PR helps communicate and reinforce that positioning through storytelling, media coverage, and thought leadership. PR ensures the brand is consistently represented in a way that aligns with its intended image.

Original Definition: Brand recall is the ability of consumers to remember a brand when thinking of a product category. PR Context: PR strengthens brand recall by securing regular media coverage, amplifying key messages, and crafting memorable stories that keep the brand top-of-mind for the public.

Brand storytelling is the use of narrative techniques to convey a brand's purpose, values, or mission. PR relies on storytelling to make brand messages relatable and newsworthy.

Original Definition: Brand value refers to the financial worth of a brand, often tied to market share, reputation, and customer base. PR Context: While brand value is driven by many factors, PR enhances it by building long-term credibility, trust, and media visibility that contribute to overall brand strength.

Original Definition: Brand voice refers to the distinctive tone, language, and personality a brand uses to communicate across all channels. PR Context: PR doesn't define a brand's voice, but it plays a key role in maintaining it. Whether writing press releases, crafting executive quotes, or pitching stories, PR ensures that external messaging sounds consistent with the brand's established voice and values.

Original Definition: The buyer journey is the process a customer goes through from becoming aware of a need to making a purchase. PR Context: PR supports the top and middle of the journey by raising awareness, educating audiences, and building trust through earned media before a sale happens.

Original Definition: A buyer persona is a semi-fictional profile of an ideal customer based on research, behavior, and demographics. PR Context: PR uses buyer personas to better tailor pitches and content to media outlets that resonate with target audiences.

Call to action (CTA) is a phrase or instruction encouraging readers to take a next step—such as visiting a website or requesting more information—often found at the end of a press release or pitch.

Circulation is the number of copies a publication distributes (print or digital). It is used to estimate the potential reach of a story placed in that outlet.

A citation is when a media outlet or website mentions your press release, company, or quote in their own article and may include a link to your site. It means your content was picked up and used as a source.

Original Definition: A metric that counts how many times users click on a link. PR Context: PR teams track clicks on press releases or media mentions to measure audience interest and digital engagement with their campaigns.

Original Definition: The percentage of people who clicked a link after seeing it, often used in email or ad campaigns. PR Context: CTR is useful in digital PR to evaluate the effectiveness of email pitches or press release distribution when links are involved.

Original Definition: Co-branding is when two brands collaborate on a joint product, campaign, or partnership. PR Context: In PR, co-branding appears when both brands are featured together in a press release or pitch—highlighting the partnership to media and audiences for greater impact.

Original Definition: Content marketing is the process of creating useful or engaging content—like blog posts, videos, or guides—to attract and retain an audience. PR Context: While content marketing is usually part of a brand's owned media strategy, PR often supports it by gaining earned media coverage for that content or positioning it as thought leadership in industry publications.

Original Definition: The conversion funnel maps out the steps people take from first hearing about a brand to becoming a customer. PR Context: PR plays a key role in the early and middle stages of the funnel—sparking interest, building trust, and educating the public through credible media exposure. These efforts make it easier for prospects to move toward a buying decision.

Original Definition: Conversion rate is the percentage of people who take a desired action, like signing up or making a purchase, after engaging with your content. PR Context: PR helps improve conversion rates by creating trust, credibility, and relevance through media coverage and third-party validation. While PR may not always be the final step in the sales process, it sets the tone and builds confidence that often lead to action.

The process of writing content with a specific purpose—usually to persuade, inform, or prompt an action. In PR, copywriting is used in press releases, pitches, spokesperson quotes, and media kits to clearly communicate the brand's message.

The part of PR that manages all of a company's public messaging—both internally (to employees) and externally (to media, investors, and the public). It's about making sure the brand speaks with one clear and consistent voice.

CSR is when a company takes responsibility for its social, environmental, or ethical impact. In PR, CSR activities are promoted to show the company's values and commitment to doing good—often to build trust and goodwill.

Coverage refers to any time your brand or story appears in the media—whether that's a news article, blog post, TV segment, or online feature. It's a key outcome PR professionals aim to achieve.

The level of trust and authority a brand has in the eyes of the public. PR builds credibility by getting coverage in respected media outlets and sharing consistent, honest messaging over time.

A crisis refers to any unexpected situation—such as a scandal, product failure, or public backlash—that could damage a brand's reputation or public trust.

Crisis communication is a public relations strategy used to guide how an organization communicates during a serious or unexpected event that could harm its reputation. It involves crafting timely responses, sharing updates with the media and public, and using the right tone to maintain trust, reduce confusion, and show responsibility.

Crisis management is the overall process of responding to a high-risk situation that could harm an organization's reputation, operations, or relationships. It usually involves multiple departments—like PR, legal, and leadership—working together to assess the damage, make decisions, and take action. In this process, PR focuses on shaping public messaging, responding to media, and helping the organization recover trust.

Crypto PR refers to public relations strategies used to communicate clearly and build credibility within the cryptocurrency space. This may involve managing public perception, launching new tokens, and addressing regulatory concerns. It is used by a wide range of entities including exchanges, DeFi platforms, NFT projects, and crypto service providers. View crypto-related press coverage here.

Original Definition: The process of gaining new customers through marketing, sales, or promotional efforts. PR Context: PR supports customer acquisition by building brand awareness, generating media coverage, and creating trust—making potential customers more likely to explore and engage with the brand.

Original Definition: Customer retention refers to keeping existing customers engaged and loyal over time. PR Context: PR supports retention by reinforcing positive brand sentiment, handling issues well in the public eye, and keeping audiences informed through consistent communication.

Original Definition: A data-driven strategy uses measurable information—like analytics, performance metrics, or user behavior—to guide decisions. PR Context: PR teams use data to identify the best media channels, tailor messages for the right audience, and measure what worked after a campaign goes live.

Dateline is the line at the beginning of a press release that shows the city and date of the announcement. It tells journalists when and where the news is happening, e.g., "New York, NY – May 22, 2025."

Digital PR uses online platforms—like news websites, blogs, and social media—to earn coverage, improve visibility, and build a brand's reputation. It often overlaps with SEO and influencer outreach, focusing on getting digital attention rather than traditional print or broadcast exposure.

Original Definition: Domain authority is a score that predicts how likely a website is to rank well in search engine results, based on its credibility and the quality of links pointing to it. PR Context: In digital PR, getting featured on websites with high domain authority boosts a brand's visibility and reputation in search engines. PR professionals often aim for coverage on trusted sites that carry more weight in SEO.

Earned media refers to coverage or attention that a brand receives without paying for it—like a news article, blog post, or social media mention.

An editorial calendar is a schedule of planned topics, events, or content themes used by media outlets. PR professionals use these calendars to time pitches so they match what journalists are already planning to cover.

Education PR refers to public relations strategies used to promote educational programs, institutions, and policies. It includes media outreach, community engagement, showcasing achievements, and managing issues across schools, universities, edtech platforms, and education-related nonprofits. See real-world examples of Education PR in action at MarketersMEDIA Education News.

Original Definition: Email marketing is the use of emails to promote products, share updates, or build relationships with customers or audiences. PR Context: While more common in marketing, email is also a tool in PR—especially for pitching stories to journalists or sending press announcements. Effective PR email outreach relies on personalized, newsworthy messages that build relationships with media contacts.

An embargo is a request made to journalists asking them not to publish news until a specific date and time. PR professionals use embargoes to give media time to prepare a story while coordinating the release of news across outlets at the same moment.

End notation is a symbol—commonly "###" or "-30-"—placed at the end of a press release to show that the content has finished. This tells journalists that there is no more content below.

Original Definition: Engagement rate measures how people interact with content online—such as likes, shares, comments, or clicks—usually shown as a percentage. PR Context: In PR, engagement rate helps measure how effective a press mention, social media post, or digital campaign was in sparking interest or conversation. It's one of the ways PR teams track audience response.

Entertainment PR refers to public relations strategies used to manage publicity for individuals, brands, or content in film, television, music, and pop culture. It includes media outreach, press tours, event appearances, reputation management, crisis communication, and shaping public personas. Common clients include actors, musicians, streaming platforms, production companies, and influencers. See examples of entertainment-related media coverage.

Event PR refers to public relations strategies designed to create buzz around events—before, during, and after they happen. It includes coordinating press invites, coverage, and follow-ups. It's used for conferences, product launches, festivals, award ceremonies, and other public-facing occasions. Browse real PR examples for events.

Executive visibility is the practice of positioning company leaders as public representatives of the brand. This includes arranging media interviews, speaking opportunities, and thought leadership articles to build authority and trust around the executive and the company.

A fact sheet is a one-page document that gives quick facts about your company, product, or event. It can be attached or linked within a press release to provide quick-reference info for journalists.

Fashion PR refers to public relations strategies used to promote clothing brands, designers, fashion events, and style-focused personalities or products. It includes product placement, seasonal launches, influencer partnerships, and media visibility during fashion campaigns and events. Common users include designers, retailers, fashion tech startups, stylists, and labels. See how fashion brands use PR to stay relevant at MarketersMEDIA Fashion News.

Financial PR refers to public relations strategies focused on communicating financial matters. This includes earnings announcements, IPOs, mergers, investor updates, and any updates that could influence investor perception or public trust in a company's financial performance. It is used by a wide range of organizations, including financial institutions, public companies, and startups preparing for funding. Explore recent financial PR coverage.

Food and Beverage PR refers to public relations strategies used to promote food products, services, or experiences. This includes restaurants, consumer brands, food manufacturers, and even agricultural or nutrition companies. It covers product launches, seasonal promotions, media tastings, and influencer partnerships. See how food and beverage brands use PR.

Framing is how information is shaped or presented to influence how people perceive it. The way a story is framed—what's emphasized or left out—can affect how the public and media interpret a message.

A funding round refers to a company raising investment from venture capitalists or other sources. Announcing funding rounds through press releases or media outreach is common, as it builds credibility and attracts attention from future investors or partners. See examples of funding announcements in MarketersMEDIA Finance News.

Geo-targeted distribution is the practice of sending a press release to media outlets in specific regions or cities. This helps localize announcements and increase relevance to local journalists.

Original Definition: A guest blog is a post written by someone outside the host website's team, typically used to share expertise or gain exposure. PR Context: In PR, guest blogging is a way for brands or spokespeople to share their insights on industry websites or media blogs. It helps establish authority, build credibility, and earn backlinks that support online visibility.

Health PR refers to public relations strategies used to communicate health-related topics and services clearly and responsibly. It includes promoting medical services, sharing study results, launching public health campaigns, and educating the public. Common users include hospitals, wellness brands, pharmaceutical companies, medical startups, and advocacy groups. View recent health PR coverage.

A holding statement is a prepared message that a company can release quickly during a developing situation or crisis. It helps acknowledge an issue without rushing into full details, buying time while showing the brand is aware and responsive.

A hook is the attention-grabbing angle or idea used to make a story interesting to journalists and audiences. A good hook increases the chances of a pitch or press release getting noticed and covered.

An impression is a measure of how many times a piece of content—like a news article or press mention—was potentially seen. PR professionals use impressions to estimate the reach of a campaign, even if not everyone who saw it engaged with it.

Inbound PR is a strategy that attracts media attention by publishing helpful, valuable, or insightful content. Instead of pushing pitches to journalists, brands position themselves as experts and earn attention naturally over time.

An industry publication is a magazine, journal, or online outlet that covers news specific to a particular sector—like finance, education, or construction. Getting featured in these outlets helps brands reach niche audiences with relevant content.

Original Definition: Infographics are visual representations of data or information, designed to be easy to understand and engaging. PR Context: PR teams use infographics to make complex topics more digestible for journalists and the public. They are often included in press kits, media pitches, or digital campaigns to support storytelling with clear visuals.

Original Definition: An influencer is someone with a large or trusted following—often on social media—who can affect the opinions or behavior of their audience. PR Context: In PR, influencers are often seen as media partners. Instead of paying for ads, brands may collaborate with influencers for authentic mentions or third-party endorsements that feel more credible to their followers. Read more

Original Definition: Influencer marketing is a promotional strategy that involves partnering with individuals who have a dedicated following to endorse products or services. PR Context: In PR, influencers can be treated as media channels. Rather than paid endorsements, PR often seeks earned or collaborative content—where the influencer talks about a brand organically in response to newsworthy activity or shared values. Read more

Integrated communication is the practice of aligning messages across all departments—PR, marketing, internal comms—so that the brand speaks with one clear and consistent voice, no matter the platform. Read more

The inverted pyramid is a writing style used in journalism and PR where the most important information appears at the top of the story, followed by supporting details and background. This helps readers and journalists quickly grasp the key points and decide if they want to read further.

Junkets are media trips or events organized by brands or PR agencies to give journalists firsthand experience with a product, service, or destination. The goal is to generate positive coverage by providing exclusive access or memorable experiences.

KPI stands for Key Performance Indicator—a measurable value that shows how effectively a PR campaign or activity is achieving its objectives. Common PR KPIs include media mentions, share of voice, website traffic, and engagement rate.

A keyword is a specific word or phrase that people use to search for information online. In PR, including relevant keywords in press releases and content helps improve visibility in search engines and reach target audiences.

Legal PR refers to public relations strategies used to manage communication and reputation within the legal sector. It includes supporting ongoing litigation, responding to regulatory or crisis situations, promoting legal services or firm achievements, and explaining complex legal issues to the public. Common users include law firms, attorneys, legal tech platforms, and clients involved in high-profile or sensitive matters. Explore legal PR coverage here.

A landing page is a standalone web page created for a specific marketing or PR campaign. It is designed to capture visitor information, drive conversions, or provide focused details about an announcement or offer.

Lead generation is the process of attracting and capturing potential customers or clients for a business. PR supports lead generation by increasing brand awareness, credibility, and driving traffic to conversion-focused pages.

A lead magnet is a valuable resource—such as an ebook, checklist, or webinar—offered in exchange for a visitor’s contact information. PR campaigns often use lead magnets to build email lists and nurture relationships with prospects.

The lead paragraph is the opening section of a press release or news story. It summarizes the most important information and sets the stage for the rest of the content.

Localization is the process of adapting PR messages, content, or campaigns to suit the language, culture, and preferences of a specific region or audience. This increases relevance and impact in local markets.

Local SEO PR combines public relations and search engine optimization strategies to improve a brand’s visibility in local search results. It involves earning local media coverage, building citations, and optimizing content for geographic keywords.

Original Definition: Marketing is the process of promoting and selling products or services through activities like advertising, market research, and content creation to attract and retain customers. PR Context: While marketing focuses on driving sales and customer acquisition, PR complements it by shaping public perception, building trust, and generating earned media coverage. PR doesn't directly sell but supports marketing by enhancing credibility, visibility, and brand reputation—making audiences more receptive to marketing efforts. For a deeper look at how PR and marketing work together, visit PR vs Marketing.

Original Definition: The marketing funnel shows the stages a potential customer moves through—from awareness to consideration to purchase. PR Context: PR plays a key role in the top and middle of the funnel by generating awareness, building credibility, and reinforcing trust. It helps guide potential customers toward a buying decision by creating the visibility and confidence they need to move forward.

Original Definition: An MQL is a person who has shown enough interest or engagement to be considered likely to become a customer. PR Context: PR helps generate MQLs by raising brand awareness, earning positive media mentions, and increasing engagement—all of which can signal strong intent and move a lead closer to conversion.

Market Research PR is a public relations strategy focused on gathering, analyzing, and sharing insights about market trends, consumer behavior, or industry data to inform and engage the public. It turns research findings into media-friendly stories that position the brand as a credible source. Common users include research firms, data-driven startups, and organizations releasing survey results or white papers.

Media advisory is a short notice sent to journalists to invite them to an upcoming event or press conference. Learn the difference between media advisory and press release.

Media coverage refers to any time a brand, person, or topic is featured in the news or other media outlets. In PR, getting coverage is a key goal because it builds visibility and adds third-party credibility to the message. Read more

The media landscape is the full range of outlets where news and information are shared—including print, broadcast, online news, blogs, and social media. PR professionals need to understand this landscape to decide where and how to pitch stories.

A media list is a curated database of journalists, editors, and media outlets relevant to a specific topic or industry. It’s used to target the right contacts when sending out press releases or pitches.

Media monitoring is the practice of tracking news, blogs, and social platforms to see when and where a brand is mentioned. It helps PR teams measure visibility, gauge sentiment, and spot potential issues early.

Media training prepares spokespeople to speak confidently and clearly in interviews. It teaches them how to stay on message, avoid common mistakes, and handle tough questions during press interactions.

Media outreach is the process of contacting journalists or outlets to pitch a story or share a press release with the goal of securing coverage.

Media pitch is a short, personalized message sent to a journalist to persuade them to write a story, often accompanied by or related to a press release.

Original Definition: A medium is a channel used to communicate a message—like print, TV, online, or social media. PR Context: In PR, choosing the right medium means deciding where a message will be most effective. A campaign may focus on digital media, regional newspapers, or broadcast news depending on the audience and goals.

Messaging refers to the set of key points or ideas that a brand wants to communicate to its audience. Clear messaging helps ensure consistency across interviews, press releases, and public statements, shaping how the brand is perceived.

Original Definition: Middle of the funnel refers to the stage where potential customers are actively researching and comparing options but haven’t decided who to buy from yet. PR Context: PR supports this stage by providing media coverage, third-party validation, and thought leadership. These elements help educate the audience and build trust—positioning the brand as a serious option in the customer’s consideration phase.

Original Definition: Multichannel marketing uses multiple platforms—such as email, social media, print, and online ads—to reach customers. PR Context: PR contributes to a multichannel strategy by ensuring consistent earned messaging across all public-facing channels, including media coverage, social engagement, and event exposure. It works alongside other teams to reinforce brand trust wherever the audience interacts with the brand.

A multimedia press release includes visual or interactive elements—such as images, videos, charts, or logos—alongside the written content. This helps make the announcement more engaging and newsworthy for both media and readers.

A narrative is the overarching story or theme a brand wants the public to understand. A strong narrative helps unify messaging across campaigns, gives context to individual announcements, and ensures long-term consistency in brand perception.

Native advertising is a type of ad that doesn’t look like an ad. Instead, it appears as regular content on a website or platform—like a news article or social media post—so it feels natural to the reader. For example, if a press release is published as a sponsored article on a news site and it looks like any other news story (but it’s paid for), that’s native advertising. It “blends in” with the content around it.

Negative PR is any unwanted media attention or public reaction that damages a brand’s image. PR teams manage these situations through careful messaging, timely responses, and proactive reputation repair to restore trust and minimize harm.

Newsjacking is when a brand quickly responds to trending news or events by inserting itself into the conversation. This is done to gain media coverage, build relevance, and show that the brand is timely and informed.

A newswire is a service that distributes press releases to a wide network of media outlets, journalists, and online platforms to increase visibility.

NFT PR refers to public relations strategies used to promote non-fungible token (NFT) projects, creators, or platforms. It includes explaining digital ownership, launching NFT collections, managing community perception, and addressing skepticism around scams or speculation. Common users include artists, marketplaces, gaming platforms, and crypto-native startups. See recent NFT campaign coverage.

Nonprofit PR refers to public relations strategies used to build visibility and public support for mission-driven organizations. It includes storytelling, fundraising promotion, community engagement, and sharing impact reports. Common users include charities, NGOs, foundations, and advocacy groups. View charity-related media examples.

Original Definition: Omnichannel marketing creates a seamless customer experience across all touchpoints, both online and offline. PR Context: PR supports omnichannel strategies by maintaining consistent messaging and trust-building narratives across earned and owned media—ensuring that wherever the audience engages, the brand voice and story stay aligned.

Online presence refers to how visible and credible a brand appears across the internet—including websites, social media, and search results. PR helps shape online presence by earning high-quality media mentions, interviews, and authoritative backlinks.

An op-ed is a written opinion piece, usually by a company executive or subject matter expert, published in a newspaper or online outlet. PR professionals often place op-eds to share thought leadership and influence public conversation.

Outbound PR is when a brand actively reaches out to media and the public with pitches, press releases, or story ideas. It’s a proactive approach to earning attention rather than waiting for inquiries or coverage.

Owned media includes channels a brand controls directly—like its website, blog, or social media accounts. These platforms are used to share stories, post press releases, and reinforce credibility established through earned media.

Paid media is any media exposure that a brand pays for—such as sponsored articles, advertisements, or boosted social posts. While public relations typically focuses on earned media, paid media can complement a PR campaign by helping reach larger or more targeted audiences.

Pharma PR refers to public relations strategies focused on pharmaceutical developments, medical research, and public health communication. It includes announcing clinical trial results, drug approvals, regulatory updates, and product launches, while ensuring clarity and accuracy in sensitive medical topics. Common users include pharmaceutical companies, biotech firms, and research organizations. Read examples of pharma PR coverage.

Pickup time is how long it takes for a press release to begin appearing on media sites after being distributed. It's used in PR reporting to evaluate distribution speed and syndication performance. Pickup time can vary depending on the outlet, the timing of the release, and the newsworthiness of the content.

Pitching is the act of reaching out to journalists or editors to suggest a story idea. A strong pitch is personalized, timely, and clearly explains why the story is relevant to the journalist’s audience.

A press kit is a collection of promotional materials prepared for media use, including a press release, logo, product photos, fact sheets, and founder bios. It's designed to help journalists quickly understand and cover your story.

Press release is a written announcement structured likei a news story, sent to the media to report newsworthy events. It follows a standard structure and aims to generate media coverage.

A PR agency is a company that provides public relations services to individuals, brands, or organizations. PR agencies handle strategy, media outreach, press writing, reputation management, and more to help brands gain positive visibility.

PR audit is an evaluation of a brand’s current public relations activities, media presence, messaging consistency, and overall reputation. It’s used to identify gaps, risks, and opportunities for improvement.

PR specialist is a professional who plans and executes communication strategies to shape public perception. They write content, build media relationships, and manage campaigns or crisis responses.

PR stunt is a bold, attention-grabbing action designed to generate media coverage. While risky if done poorly, a well-executed PR stunt can boost visibility and public interest.

PR tactics are the specific actions taken to achieve communication goals—such as media pitching, writing press releases, organizing events, or managing online reputation.

Proactive PR is forward-looking approach to communications where brands actively plan and share stories, announcements, and messages before issues arise. It contrasts with reactive PR, which responds to events as they happen.

Public affairs is a branch of public relations that focuses on communication between organizations and government, policymakers, or regulatory bodies. It involves shaping public policy discussions and building influence with stakeholders.

Public relations (PR) is the practice of shaping how an organization is viewed by the public. It involves managing communication through press releases, media outreach, interviews, and reputation-building efforts. The goal of PR is to earn positive attention, build trust, and maintain a consistent public image without relying on paid advertising.

Public Sector PR refers to public relations strategies used to communicate government services, policy changes, and civic initiatives. It includes community updates, transparency campaigns, public safety messaging, and managing communication during emergencies. Typical users include government agencies, ministries, municipalities, and public programs. See real examples of public sector PR in action.

Qualitative analysis is a method of evaluating feedback, media coverage, or public perception based on themes, tone, or sentiment—rather than just numbers. This helps understand how people feel about a brand or message.

Reach refers to the estimated number of people who could potentially see your press release or media coverage. It’s used to evaluate how far your PR message has spread.

Reactive PR is a response-based approach to public relations. It involves handling media inquiries, responding to public criticism, or addressing unexpected events as they happen.

Real Estate PR refers to public relations strategies used to promote property developments, real estate trends, or market expertise. It includes announcing projects, highlighting industry insights, and earning local or national media coverage. Common users include developers, brokerage firms, proptech platforms, and REITs. Explore examples of real estate PR.

Rebranding is the process of changing how a brand is presented to the public—such as updating the name, logo, messaging, or identity. Public relations plays a key role in announcing these changes, managing perception, and helping audiences understand the new direction.

Reputation management is the ongoing effort to build and protect a brand’s image. This includes promoting positive stories, addressing negative coverage, and monitoring for potential issues that could affect public trust.

Original Definition: ROI measures the value gained from an activity compared to what it cost. It’s often expressed as a percentage. PR Context: In public relations, ROI is harder to track with direct numbers, but it can be measured through outcomes like media coverage, brand trust, increased website traffic, and improved perception. While not always tied to sales, strong PR supports long-term value and business growth.

Science PR refers to public relations strategies that help communicate scientific research, discoveries, and innovations to broader audiences. It involves simplifying complex data, earning media coverage for breakthroughs, and building public trust in science. Common users include research labs, universities, science publishers, and individual scientists. To see examples of science PR in action, visit MarketersMEDIA Science News.

Original Definition: SEO is the process of improving a website’s visibility in search engine results to attract more visitors. PR Context: PR contributes to SEO by earning backlinks from reputable websites, increasing online mentions, and creating high-authority content. A well-executed PR campaign can improve search rankings by enhancing a brand’s digital footprint.

Original Definition: Session duration measures how long a visitor stays on a website during one visit. PR Context: After a successful PR campaign, session duration can help show how engaging a website is to users who arrived through media coverage or press links. Longer sessions suggest visitors found the content relevant and stayed to explore.

Shared media refers to the content that is shared by audiences on platforms like social media. In PR, shared media often includes reposts of articles, earned media mentions, or user-generated content that helps amplify the brand’s message.

Share of Voice (SOV) is the percentage of media coverage your brand receives compared to competitors. It’s used in PR reporting to measure how visible you are within your industry or topic area. A higher share of voice suggests greater visibility and presence in the public conversation.

Spokesperson is a designated person—often an executive or expert—who speaks on behalf of a brand in public or media settings. In press releases, a spokesperson is usually quoted to offer insights, add authority, or express the company’s official view. They also handle follow-up interviews and public appearances related to the announcement.

Sports PR refers to public relations strategies used to manage the image and visibility of individuals or organizations in the sports industry. It includes coordinating interviews, promoting events, handling sponsorships, and responding to controversies. Users include athletes, teams, leagues, agencies, and sponsors. View recent sports PR coverage.

Stakeholder engagement is the practice of building relationships and maintaining communication with key groups affected by or involved with a brand—such as employees, investors, customers, or community leaders. PR helps ensure these audiences feel informed, respected, and included.

A subheadline is a short sentence placed directly below the headline of a press release. It briefly summarizes the announcement to help readers—and especially journalists—quickly understand the news. Subheadlines are also called summaries or decks and are key to grabbing attention in the first few seconds.

Syndication is the process of republishing a press release across multiple third-party news websites via PR distribution networks.

Tech PR refers to public relations strategies used to promote technology companies, products, or innovations. It includes media outreach for product launches, simplifying technical concepts for broader audiences, and positioning founders or executives as thought leaders. Common users include SaaS companies, hardware startups, enterprise platforms, and consumer tech brands. Explore tech PR stories at MarketersMEDIA Technology News.

Original Definition: Thought leadership is when a person or brand is recognized as an expert in their field by consistently sharing valuable insights, opinions, or analysis to inform and influence others. PR Context: In PR, thought leadership involves placing expert commentary, writing opinion pieces (like op-eds or bylines), and appearing in interviews to build credibility and authority. These activities help position the brand or spokesperson as a go-to voice in their industry.

Original Definition: The first stage of the customer journey, where people are becoming aware of a problem or need but aren’t yet looking for a solution. PR Context: PR plays a crucial role at the top of the funnel by creating awareness, generating interest through media coverage, and introducing the brand to people who may not have heard of it before.

Transportation PR refers to public relations strategies used to promote services, infrastructure updates, and industry developments across logistics, shipping, aviation, and public transit sectors. It includes safety messaging, operational announcements, sustainability communication, and industry commentary. Browse transportation PR news.

Travel PR refers to public relations strategies used to promote destinations, hospitality services, and tourism campaigns. It includes media storytelling, influencer partnerships, seasonal promotions, and crisis response during travel disruptions. Common users include tourism boards, airlines, hotels, resorts, and travel agencies. See examples of travel PR campaigns.

Original Definition: A touchpoint is any interaction a person has with a brand—online, in person, or through media. PR Context: PR manages public-facing touchpoints like press coverage, interviews, and social content. These moments help shape how people feel about the brand and influence their next steps.

Original Definition: Traffic refers to the number of visitors who come to a website. PR Context: A successful PR campaign can drive traffic to a website by generating interest and linking back from news articles, interviews, or press releases. More traffic means more opportunities for engagement and conversions.

Original Definition: Turnaround time is the amount of time it takes to complete a task or deliver a service. PR Context: In communications, turnaround time refers to how quickly a press release can be written, approved, or distributed. Fast TAT can be critical during product launches or breaking news situations.

Original Definition: UGC is content—like reviews, photos, or videos—created by a brand’s audience instead of the brand itself. PR Context: PR campaigns often encourage or feature UGC to boost authenticity and social proof. Highlighting real stories or testimonials from users adds credibility and creates shareable content.

Video PR is a public relations strategy that uses video content—such as video press releases, interviews, explainers, or brand stories—to engage audiences and earn media coverage. It supports storytelling, increases retention, and enhances the shareability of announcements. Common users include tech companies, consumer brands, and agencies promoting campaigns through visual media.

Original Definition: Viral marketing aims to create content that spreads rapidly through social sharing. PR Context: While going viral is often unpredictable, PR campaigns can plant the seeds by crafting timely, relatable stories or stunts that are more likely to be picked up and shared by media or the public.

A white-label report is a customizable performance report—often used by agencies or resellers—that can be rebranded with their own logo and details. It allows third parties to present press release results to clients as if the reporting came directly from them.