The Public Relations Jargon Glossary
We like jargon in the PR industry. Like, a lot. It’s something I really try to stay away from but it slips in here and there, usually accompanied by a confused look and “What’s that?” In an effort to demystify public relations jargon, I am providing the below glossary of terms that you’ve probably never heard if you’ve never been inside a newsroom or PR agency. This is a working list, I’ll keep adding.
Advertorial: Articles that blend in with digital or print media to present organic but are sponsored, usually including a small disclosure or attribution.
Byline: Attribution of an article to an author (often used in PR to promote client visibility).
Boilerplate: Standard description of a company at the end of a press release.
Briefing: aka interview.
Earned Media: Coverage gained organically without any exchange of dollars.
Embargo: A request for a journalist to hold a story until a specific date/time.
Exclusive: An offer to one journalist to break a story with the promise that no one else will have access to that information, usually with an embargo date.
Letter to the Editor (LTE): A written response to an article already published.
Media Kit: Collection of assets for journalists to get to know a company or executive (bios, images, facts).
Media List: A list of contacts to which a pitch gets sent.
Media Relations: The practice of managing relationships with journalists, aka pitching.
Messaging: Key points or talking points a brand wants to communicate.
Newswire or “The Wire”: A wire distribution service that sends press releases to newsrooms for a fee, based on wordcount and demographic audience.
Op-ed: Paid or contributed editorial that expresses a specific and new viewpoint or opinion.
Owned Media: Brand-controlled channels (website, newsletter, social).
Pay-to-Play: Any opportunity through which a company would need to contribute dollars to participate.
Pitch: A proposed story idea sent to a journalist or outlet, usually via email or in-person.
Press Release: A formal announcement to the media, written by the entity sharing the news.
Run of Show: An event guide which includes all necessary contact information, timeline of speakers or performances, and assets.
Thought Leadership: Positioning someone as an expert in their field.
