PR Case Studies

Flashcard maker : Lily Taylor
Angle
A specific emphasis we chose for a story that we present to the media
B2B
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
B2C
Business to consumer; Clients speak directly to average consumers with their products and services; PR efforts deal with print, online and broadcast consumer media
Boilerplate
A short company description most often used at the end of a press release
Byline
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
B-roll
Previously recorded video footage, often shown in the background, which can be used to bolster a news story about your client
Circulation
The total number of copies of a print publication that is available for readers, whether through subscriptions or newsstands.
Coverage/Clip/Hits
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
Earned Media
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
Ed Cals
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
Embargo
The sharing of unannounced, relevant information between a PR pro and the media that cannot be published before an agreed upon time and date
Exclusive
Offering first-look information or samples to a single, usually major, media outlet; can be a good way to kick off a campaign
Launch
The official announcement, usually jump started with a press release, about a new product or service
Lead time
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
Owned Media
Content created by you and your client, such as company blogs, company website and corporate social media profiles
Paid Media
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
Pitch
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
Press kit
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
Press tour
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
Round-up
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
Syndication/Syndicate
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
Traction
A term to denote interest in your client from a media outlet; this could be a request for more information or actual coverage
Trade publication
A publication targeted to a specific industry for people that work in that industry (usually not for consumption by the general public)
UVM (unique visitors per month)
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
Sending over the wire/wire service
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

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