Page 145 - EAA 2nd ed-WithCoverVerso
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Vocabulary
Here are some vocabularies often used in the public relations industry. Study them and practice with the
next activity.
Vocabularies used for PR industry
backlink impressions
A link to your website hosted by a different The number of persons that have potentially
website domain. viewed a communication piece.
boilerplate influencers
A section at the end of a press release before Bloggers, journalists, and companies who are
the media contact information gives a brief thought-leaders in their industry. These are the
description of the company. people your customers trust and go to for
information.
byline
The byline is the name printed below the title of media relations
an article. It gives credit to the author and often Mutually beneficial relationships between PR
includes the date it was published. professionals and the media.
earned media owned media
Media coverage is generated due to relationship Any content you or your agency creates (i.e.,
building, story pitching, and media relations, as website, blog, video, or social messaging).
opposed to paid advertising or media.
pitch
engagement A highly targeted message that is crafted and
The total number of interactions with a piece of sent to a journalist to gauge their interest in
content or communication. Types of interactions your client; this can include photos, videos, and
include likes, comments, shares, views, etc. ends with a call-to-action.
EOD press release
An acronym meaning “end of day” that is A news announcement usually put out by a
sometimes used when communicating with representative of a company, organization, or
journalists (ex: EOD – Central Time) individual.
exclusive reach
Sending only ONE media outlet information, The number of persons who viewed a piece of
samples, or stats so they have the opportunity communication.
to publish a story first.
reputation management
The PR practice of monitoring, correcting, and
enhancing the perception of a brand, individual,
organization, or business in the public’s opinion.
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