As a successful B2B PR Agency that has been in the business for 20 years, we’ve heard our fair share of PR jargon. The PR industry has always been guilty of creating PR jargon but recent years have seen something of a proliferation of buzzwords (including the word buzzword).
Those working in PR intrinsically understand PR jargon and should know when to use it and when to keep it to themselves. But, if you are caught amongst a group of PR professionals and are struggling to keep up with all the PR jargon, here are some key terms that you should know.
- B2B: Public relations activity dedicated to providing information resources between businesses. Includes professional services, training, human resources and office supplies.
- B2C: As above, but between businesses and the consumer.
- Backlink: A link to a company’s website hosted by a different website domain. Backlinks are usually used in articles or blog posts and help with SEO.
- Boilerplate: The section at the end of a press release before the media contact information that gives a brief description of the company.
- Byline article: A byline article is a piece of content produced by a company spokesperson and placed on a publication’s website, with full credit.
- Case study: A piece of content that show how a customer is using a client’s product or service. This can be published on the company website or placed with a publication to showcase how a company’s service or product is actually used, without speaking to the company themselves.
- Crisis Management: Having a plan in place that can be actioned if and when something goes wrong for an organisation.
- Earned Media: Media coverage that is generated due to direct relationship building, story pitching, and media relations, as opposed to paid advertising or a company mention as a result of another story.
- Editorial Calendars: A schedule of topics media outlets will cover during a specified month or year time – knowing this can give you a starting point for reaching out to an editor about a story you would like published.
- End user: Just another word for customer.
- EOP/EOD: This simply means ‘end of the day’ or ‘end of play’. Usually used in reference to a deadline – “I need this by EOP.”
- Exclusive: Sending a story to only ONE media outlet information, so that they have the opportunity to publish a story first.
- In-House: PR staff within a company or organisation, rather than an agency.
- Media Relations: Dealing with and building up good working relationships with journalists.
- Press Release: A written statement describing an event, announcement or item which is considered to be of sufficient interest to readers/viewers/listeners for a journalist or editor to publish reference to it.
These are just a handful of the many examples of PR jargon that PR professionals and agencies use daily. Knowing these should help you fit in with many people in the communications industry.