The (kinda) definitive A-Z of PR speak

Mar 14, 2016

Don't let a few weird and wonderful words throw you off balance in your first comms role.  Here's a list - and it's growing daily! - of some of the most popular terms and phrases PR people use. Feel free to comment with any extras!

Advertorial

An advertisement in a print publication that looks and reads like a news article

ANR

Audio news release

Angle

The perspective from which a newsworthy story is presented or written.  A news hook

ARPA

Average reach per article

ATL

Above the line.  Any audience interaction that is paid advertising.  General replaced with ‘paid media’.

AVE

Advertising value equivalent

B2B

Business to business communication

B2C

Business to consumer communication

B Roll

Background footage

BTL

Below the line.  Any audience interaction that is NOT paid advertising.  Generally replaced with ‘earned media’.

BTS

Behind the scenes (usually refers to footage)

Backgrounder

A brief document providing background and pertinent vital information on a company

Boilerplate

A block of text that is often reused from document to document without being changed. The company description included at the bottom of press releases is generally a piece of boilerplate text

Bump in/out

Setting up and pulling down sets, equipment for an event. (Nb. This often occurs at very unsociable hours!)

By-line

Author credit

Call round

Phoning journalists to pitch a story (nb. Most dreaded part of the job for most PRs)

Circulation

The number of copies distributed by a publication. This number is checked independently by the Audit Bureau of Circulations (ABC)

Clip

A copy of a piece of coverage (print, video, screen grab, audio, etc)

CPM

Cost per thousand (impressions, units, etc)

CSA

Community Service Announcement. CSAs are primarily used by charities to promote events, awareness drives via radio and TV/broadcast media

COB/Cobbies

Close of business

Column centimetres  (cc)

A measure of the size of an article in number of columns wide and centimetres long.  Largely replaced with 1/4 , 1/6, 1/8 measurements

Concept story

Print or broadcast story designed solely to interest a certain demographic or group (feature article)

Deck

The document

Doorstop interview

An interview with a politician or other public figure (apparently informal or spontaneous but often planned), as they enter or leave a building

Dub

A copy of a radio or television story

Editorial calendar (Ed Cal)

A publication’s schedule, features list, detailing the different topics they will be covering throughout a given year.  These are often closely guarded from the competition

EDM

Electronic direct mailer

Embargo

An imposed deadline where an article cannot be printed prior to the time/date of the embargo (nb. Use with caution!)

Engagement

Social media term to describe amount of audience interaction with the brand via comments, FB likes, re-Tweets, sharing content with others

EOD

End of the day (usually end of working day, 5pm)

EOL

End of life (for product shelf life)

EOM

End of message

Exclusive

A story that is exclusively given to one media outlet to run first

Famil

Familiarity tour

FMCG

Fast moving consumer goods (supermarket brands)

FOB

Front of book – first few pages in a newspaper or magazine

Frequency

The average number of times a media consumer is exposed to a PR message

H&M

Hair and makeup

High res

High resolution image (large file) with enough definition to be reproduced in high print quality publications

Hits

Number of pieces of coverage

Horizontal publications

A business or trade publication designed to appeal to users across different industries (Eg, BRW)

In-house

Employed by corporations to work on their business

Impressions

Number of people seeing the article

IMR

Interactive media release/digital media release

IYA

Index verses year ago

JFM AMJ JAS OND

January, February, March, April …(you get the drift)

Journos

Journalists

Jpeg

A photo/image file that can be emailed

KISS

Keep it Simple Stupid

KOLs

Key opinion leaders

KPI

Key performance indicator

Lead time

The period of time reporters or broadcasters need to prepare a story for air or publication

LMK

Let me know

MP4

MP3 V2.0

Mpeg

Movie file

Mwav

Movie file

Media alert

A media alert is sent to media in order to entice them to attend a press conference or other event of interest.  Unlike a press release, a media advisory does not tell the whole story

Media audit

A summary of media coverage, share of voice, and sentiment (positive, negative, neutral)

Media famil

Media familiarisation tour.  Taking one or a select group of media to a set location to show, educate, inspire interest in your brand/story

Media monitoring

Monitoring a company’s print and broadcast press coverage.  Media monitoring companies include Cision, Slice Media

Message (or key message)

An agreed upon statement or overall effect that a company wants to convey to the press and the public

Media kit

A package distributed to media containing company history, photos, vital statistics, and news releases. Often sent electronically via a digital media kit or via email

 

Native advertising

Editorially created content (formerly known as advertorial)

OOO

Out of office

OTS

Opportunity to see

PDF

A fixed file format that cannot be tampered with or edited

Per diem

Each day

PESO

Paid, Earned, Shared, Owned media channels

Pubs

Publications

PO

Purchase order

PRIA (Public Relations Institute of Australia)

the country’s largest professional organisation for public relations professionals. The non-profit organisation advocates for the use of public relations and offers networking and learning opportunities for PR practitioners

PT

Project tracker

PTAT

People talking about this

Pitch

The approach you make to a journalist – via phone, email or face to face

Qual

Qualitative research: in depth research with small numbers of people

Quant

Quantitative research:  top level responses from lots of people (1000 is considered representative of the Australian population)

Reach  (Audience reach)

 

A calculation of the total number of primary readers (i.e. circulation) and pass-along readers of a publication

Readership

A measure of the number of times a publication was read by different people.  This number is higher than circulation because it counts the times the same item was passed on to a new person (eg, one family reading the same newspaper or magazine)

Recce

Site visit/tour (reconnoitre)

RFP

Request for proposal

ROI

Return on investment

ROO

Return on objectives

Run Sheet

Detailed order of events

Sell in

The act of pitching a story to multiple media outlets

Sentiment

How an online audience is reacting a post

SEO

Search engine optimisation

Sidebar

Part of a news story that provides extra information that is relevant but not necessary to the overall story. Sidebars usually appear set apart from the body of the story

SKU

Stock keeping unit (item/product)

SMO

Social media optimisation

SOV

Share of voice

Stakeholder       

Person or organisation with a vested interest in an organisation and its communications

Story arc

The flow of the story from beginning to end

Swiss cheese release

A media release with spaces left blank for location, time/date, spokesperson, etc allowing a PR consultant to localise for each geographic area (community, state, etc)

Syndication

A number of media outlets owned by the same company sharing a newsroom/source and deign to run your article across all/some outlets. (nb.  Huge bonus to get your article syndicated!)

Ts & Cs

Terms and conditions (for competitions)

Target audience

The group of people you most want to build a relationship with

Tonal bias 

The tone of an article or broadcast report.  Tone can be positive, negative or neutral

Top tier media

The media outlets that have most influence over your target market  in terms of reach, credibility etc (aka priority media)

Trannie

Transparency

UAs

Unique audience

UBs

Unique browsers.  A measure of the number of individuals viewing a website/blog

Vertical publication 

A business or trade publication designed to appeal to people in a specific industry, profession or job title

Vision/Visual

Video/Image to accompany copy

VNR

Video news release

WIP

Work in progress

Wire Service (or Newswire Service) 

A service that collects and distributes news to subscribers such as newspapers and broadcast outlets. Well-known press release distribution wires include AAP, MediaNet, Reuters

YTD

Year to date

 

 



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