Page 145 - EAA 2nd ed-WithCoverVerso
P. 145

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.



               96 | Page
               English for Executive Administrative Assistant
   140   141   142   143   144   145   146   147   148   149   150