PR Jargon Explained: Terms Every Business Owner Should Know
Been to one too many PR events where the lingo went over your head? Whether you’re chatting with a reporter, writing a press release, or collaborating with a PR team, understanding the language can help you navigate the world of public relations with confidence. Here’s a quick guide to some of the most common PR terms every business owner should know.
- Media Relations
Also known as media outreach, media relations is the process of building and maintaining relationships with journalists, editors, and media outlets. It’s how you secure interviews, news coverage, and placements that build visibility and credibility for your brand.
- Media Training
Coaching that helps you or your team prep for interviews, so you can stay confident, concise, and on message.
- Owned Media vs. Earned Media
Owned media is content you create and control; think your website, newsletter, or social media channels. Earned media is when news outlets cover your business for free. You don’t pay for it, which is why it’s often seen as more trustworthy than ads.
- Organic vs. Paid Content
Organic content is shared naturally without spending money, like a blog post gaining traction through shares. Paid content is promoted using advertising dollars. Both have a place in your PR strategy.
- Op-Ed or Contributed Story
Short for “opposite the editorial,” an op-ed is a guest opinion piece written by you and submitted to a publication. Similarly, news outlets often accept guest editorial stories from subject matter experts. Both let you share your expertise, perspective, or advocate for an issue tied to your business.
- Bury the Lead
When the most important information is hidden too far down in your story. Don’t bury the lead, grab attention early on.
- Boilerplate
A short, standardized paragraph about your business that’s placed at the bottom of a press release. It rarely changes and should include your company’s mission, services, and key achievements.
- Wire Service
A service like PR Newswire or Business Wire that distributes your press release to journalists and newsrooms across the country (or world).
- B-Roll
Background video footage that complements a news story, such as shots of your team working, product demos, or event clips. It gives TV stations what they need to tell your story visually.
- Sizzle Reel
A short, fast-paced, and engaging video reel that highlights your brand, earned media coverage, events, and best moments. Great for pitching media or showing off at presentations.
Understanding these terms makes it easier to communicate with the media and your PR team. Save this glossary and you’ll be speaking fluent PR in no time! At GYC Vegas, our award-winning boutique agency has the expertise and media connections to lead successful campaigns. Ready to share your story with impact? Fill out our quick questionnaire so we can learn more about your PR goals and how we can help.