Public Relations Glossary
Media relations, crisis communications, publicity, and public relations terminology
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B-Roll
Supplemental video footage provided to media for use in television or digital video coverage.
Backgrounder
A document providing detailed context and background information for journalists.
Byline Article
An article published under a spokesperson's name in trade or business publications.
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Earned Media
Publicity gained through promotional efforts rather than paid advertising.
Embargo
A request to delay publication of news until a specified date and time.
Exclusive
News or access offered to one outlet before others, in exchange for prominent coverage.
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Media Impressions
The total potential audience reached by media coverage, calculated from publication circulation or viewership.
Media Kit
A collection of promotional materials and information about a company or individual.
Media Monitoring
Tracking and analyzing media coverage across news outlets and social platforms.
Media Placement
Successfully getting coverage in a targeted media outlet.
Media Training
Coaching executives and spokespeople on effectively communicating with journalists.
Message Framework
A structured document defining key messages, proof points, and language for consistent communication.
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Pitch
A concise proposal sent to journalists suggesting a story idea or interview opportunity.
Press Release
An official statement issued to news media to share newsworthy information.
Press Tour
A series of media interviews scheduled in sequence, typically around a major announcement or launch.
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Share of Voice (SOV)
A brand's percentage of total conversation or coverage compared to competitors in a market.
Soundbite
A brief, quotable statement designed to be memorable and usable in media coverage.
Spokesperson
An authorized individual who represents and speaks on behalf of an organization.
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