Core Documents
Press release
A written statement distributed to media announcing news about an organization.
Read definitionPress Services glossary
The PR terms worth knowing.
Short answers first. Practical examples next. Learn the language used by newsrooms, distribution teams, and public relations professionals.
32
Essential terms. Each includes an example, tips, and a one-question check.
Core Documents
Boilerplate
The standard company description appended to the end of a press release.
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Dateline
The line at the start of a release stating the city and date of origin.
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Press kit
A bundle of ready-to-use materials journalists need to cover a specific announcement.
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Media kit
A packaged collection of assets journalists need to cover a company or event.
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PR package
A bundled set of public relations services or materials sold together for one campaign, announcement, or period of support.
Read definitionDistribution
SEO press release
A press release optimized with keywords and links to improve search engine visibility.
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Multimedia news release
A press release enriched with images, video, or infographics to boost engagement and pickup.
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Syndication
The process of a press release being republished across multiple news outlets and websites.
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Newswire
A service that distributes a press release to many newsrooms, websites, and databases at once.
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Wire service
A commercial network that distributes press releases to media outlets and databases simultaneously.
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Outlet
A publication, broadcaster, or website that produces or publishes news and media content.
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Embargo
An agreement that journalists won't publish a story before a set date and time.
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Exclusivity
Offering a story to only one outlet before it's shared more broadly.
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Indexing
The process by which a search engine discovers, processes, and adds a web page to its searchable database.
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Dofollow / nofollow
Informal terms describing whether a link can pass standard ranking signals or carries a qualifying rel attribute.
Read definitionMedia Relations
Media pitch
A short, personalized message sent to a journalist proposing a story.
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Media list
A curated database of journalists and outlets relevant to a specific story or beat.
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Media contact
The named individual listed on a release as the point of contact for media inquiries.
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Press inquiry
A question or request from a journalist who is working on a story about you.
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Media follow-up
A subsequent, polite check-in with a journalist after an initial pitch or release.
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Newsroom
A website section where an organization publishes news and provides media resources.
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Spokesperson
The individual designated and trained to speak publicly on behalf of an organization.
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Byline
The line crediting the author of an article, or an article written under an executive's name.
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Op-ed
An opinion piece submitted to a publication, traditionally printed opposite the editorial page.
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Press coverage
The stories published about you by journalists and outlets you did not pay.
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Media monitoring
The ongoing tracking of news, social, and online mentions of a brand or topic.
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Share of voice
A brand's proportion of total media coverage or conversation compared to its competitors.
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Domain Rating
A third-party SEO score estimating the relative strength of a website’s backlink profile.
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Crisis communication
The planned response an organization uses to communicate during a reputational or operational emergency.
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PR training
Practical coaching that prepares people to plan public relations work and communicate confidently with the media.
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PR software
Technology used to organize, deliver, track, or measure public relations work.
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