Glossary

This is a regularly updated site or web page that is written in an informal or conversational style.

This is standard wording that can be used over and over again, like a brief company bio used at the end of an article or press release.

The level of recognition and understanding a company or product has in the marketplace. It encompasses both how many people recognize it, as well as how they perceive it.

A brand persona is a list of personality traits, attitudes and core values that your clients/ customers/ users/ etc. identify with your brand. A brand persona can be a person, character, mascot or idea.

An article written by you that appears with your byline in a published form of media

Appears at the top of an article displaying when the article was written and where it was written from, often important when reporting on location

A workflow (sometimes virtual) to manage tasks among writers and other roles from assignment to editing and review to publishing or other forms of completion

This type of writing is intended to educate the reader on a particular topic, situation, product or industry. It is primarily intended to be informative, not promotional. This is the type of writing/content most often associated with earned media. Companies that take a brand journalist approach to their content will also take an educational tone with their owned and shared media strategies.

This type of writing is intended to inform the reader with data, research or survey findings. This type of writing is most often associated with earned media. Companies that take a brand journalist approach to their content will also take an informational tone with their owned and shared media strategies.

Leveraging breaking news to draw eyes to your organization or product

Public Relations (PR) is the art of managing and maintaining a positive image and reputation for a brand or organization. It involves creating and sharing content, working with influencers and media outlets, and crafting messages to the public.

Marketing, on the other hand, is the process of promoting and selling products or services. It’s about identifying and reaching target customers through advertising, promotions, and distribution. 

Less formal than a news release, an alert is traditionally an announcement to the media about a specific event, product or other important, timely happening. You are “alerting” the media that news is imminent but it is not necessarily something they would quote or take as formal news from the company. It often comes in a “Who/What/When/Where/Why/How” format or some derivation of that.

These are the key messages or ideas that you want to communicate about your brand when speaking to the media. They are listed out in terms of importance and detail in a spreadsheet.

A small article clipping about an organization, product, or event—essentially, a summary of a new release or media alert.

A news release is a formal document that functions as a declarative piece of information from a company or organization. In the traditional sense, anything issued in a news release is free for journalists/media to publish (whether they decide to publish it in full or pull parts of it to write a story of their own)

In a general sense, the larger the impact a story has on a community or your industry, the more newsworthy it is. But it breaks down further into categories: timeliness, oddity, prominence, proximity, consequence, conflict, human interest, extremes/superlatives

Stands for “opposing the editorial” and dates back to print days when these types of articles were published on the page across from the editorial page. It is mostly opinion-based writing, and the author is not affiliated with the publication’s editorial team.

A PR pick-up or clipping is the term used when you or your company is mentioned in an article. This could be anything from a single-sentence quote in a story to a full-on feature article

Secured coverage is successfully obtained media coverage, whether through a press release, a news feature, or an interview that has been placed in a targeted media outlet.

A chance for you or someone in your organization to be quoted in an article, using your expertise or regarding your product

Thought leadership qualifies you as a reliable source of insight and information that can successfully influence others…it is used in marketing as a strategy that involves creating content with the goal of becoming a well-known, influential expert in your field