PR Case Studies – Flashcards
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Angle
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A specific emphasis we chose for a story that we present to the media
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B2B
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Business to business; Clients that focus on resources by businesses for businesses; PR efforts deal a lot with trade and business publications as well as analyst firms
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B2C
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Business to consumer; Clients speak directly to average consumers with their products and services; PR efforts deal with print, online and broadcast consumer media
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Boilerplate
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A short company description most often used at the end of a press release
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Byline
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Articles or tips that are authored by a thought leader at a company about a topic in which they are influential; used as part of a robust media relations campaign and often preferred by media because it is ready made
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B-roll
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Previously recorded video footage, often shown in the background, which can be used to bolster a news story about your client
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Circulation
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The total number of copies of a print publication that is available for readers, whether through subscriptions or newsstands.
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Coverage/Clip/Hits
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An article, story, blog or segment that mentions your client. Also refers to the physical copy of that mention that can be given to clients
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Earned Media
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Third-party endorsement for your client, whether from the sharing of media coverage or tweets, reviews and posts from consumers of your client's product
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Ed Cals
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Short for editorial calendars, ed cals are a schedule of topics media will cover at a certain publication for the entire year. These can give PR pros a starting point for reaching out to an editor about a story
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Embargo
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The sharing of unannounced, relevant information between a PR pro and the media that cannot be published before an agreed upon time and date
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Exclusive
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Offering first-look information or samples to a single, usually major, media outlet; can be a good way to kick off a campaign
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Launch
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The official announcement, usually jump started with a press release, about a new product or service
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Lead time
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The amount of time needed by reporters to gather information for their story; varies by type of outlet, with magazines having the longest lead times and online the shortest
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Owned Media
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Content created by you and your client, such as company blogs, company website and corporate social media profiles
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Paid Media
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Not just your traditional advertising, this can encompass Facebook, YouTube, LinkedIn and Twitter ads that can work as part of an integrated PR and social media strategy
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Pitch
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A highly targeted note that is crafted and sent to an editor to gauge their interest in your client. Can also incorporate photos and videos, and ends with a call to action
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Press kit
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A set of documents given to media, usually containing press releases, fact sheets, photos, videos and other relevant material to them about your client or their product/service
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Press tour
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Usually done in anticipation of the launch of a new product or service, press tours are 1-2 day events where you invite select media to interact with your client and their upcoming offerings face-to-face; This can be a great way to enrich relationships with editors you may not often see, and allow reporters an early, hands-on look at unreleased projects
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Round-up
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A story that highlights several products/services that apply to a certain topic, which can range from Valentine's Day gifts to best products from a trade show; they are a great compliment to any media relations campaign and can often point out the strengths of your clients versus their competitors
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Syndication/Syndicate
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A news service that takes a single story and places it on several websites or in several outlets nation/worldwide (Associated Press is an example of a syndicate); when a piece of client coverage is syndicated, it means that the same story ran in multiple media outlets
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Traction
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A term to denote interest in your client from a media outlet; this could be a request for more information or actual coverage
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Trade publication
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A publication targeted to a specific industry for people that work in that industry (usually not for consumption by the general public)
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UVM (unique visitors per month)
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The number of real, individual visitors to a website, determined by individual IP addresses of the visitors; A way to measure the popularity of a website (the higher the number the better), rather than relying on number of site visits, which can encompass one person visiting a site several times; can help show clients how many people potentially saw their article
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Sending over the wire/wire service
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A distribution service for press releases that allows you to get news out about your client to several media outlets across the country in a short amount of time; Examples include Businesswire and PR Newswire
