PR Jargon Glossary

At PR Toolkit we want to give you the tools you need to be able to promote your business. We understand however that this can be daunting, especially if you are unsure of the terminology being used. What is the difference between circulation, readership and reach? And what about conversion rates, click-through rates, CPM and ROIs? To make your life easier we have created a glossary below of the most common words and phrases that you may come across when creating your own PR.

  • Brief – The outline of what needs to be done on a project. 
  • Broadcast Media – Communication outlets that utilize air space, namely television and radio. 
  • B2B – (Business to Business) Public relations marketing communication dedicated to providing information resources between businesses. Includes professional services, training, human resources and office supplies.
  • B2C – (Business to Consumer) Similar to B2B, but between businesses and the consumer.
  • Circulation – In the media industry, circulation typically refers to the number of copies a print publication sells or distributes.
  • Click-Through Rate – The percentage of consumers receiving an e-mail who will click on an embedded URL in the message to reach a specific landing page.
  • Content – The design, text, and graphical information that forms a webpage.
  • Content Marketing – A process that uses intellectual property to build trust between an organisation and its constituents.
  • Conversion Rate – The calculation of the number of viewers that become customers.
  • Copy – Written material for printing, the text of an advertisement, a press release or an article that is being written (before it has been published).
  • Copywriting – the production of text for publications, advertising, marketing materials, websites etc. Most companies employ skilled specialists with a direct and succinct writing style.
  • Cost Per Thousand (CPM) – This is an industry standard which represents the cost per 1000 people reached during the course of an advertising campaign. The CPM model refers to advertising purchased on the basis of impression opposed to pay-for-performance options (price per click, registration). (Note: “M” represents thousand in Roman numerology).
  • Customer Relationship Management (CRM) – a system that manages a company’s interactions with existing and potential customers.
  • Demographics – Selected characteristics of a population, such as ethnicity, income, and education that define a particular consumer population.
  • Media Kit/Press Kit – a set of promotional and informative materials about an organisation or event. It includes company information, specifically a letter of introduction, press releases, news articles, and a company profile.
  • Pitch – A concise verbal (and sometimes visual) presentation of an idea, in this instance a pitch is generally made to a media outlet in the hope of attracting positive coverage for a client. 
  • Press Release – A concise written statement making an announcement or describing an event/item, which is considered to be of sufficient interest to readers/viewers/listeners 
  • Print Media – A medium consisting of paper and ink, including newspapers, magazines, classifieds, circulars, journals, yellow pages, billboards, posters, brochures, and catalogues.
  • Public Relations – the management of communications between an organization and its key public to build, manage, and sustain its positive image. It is any activity used to influence media outlets to print stories that promote a favourable image of a company and its products or services.
  • Reach – Reach refers to the estimated number of individuals or households exposed to an advertising message during a specified period of time. It can be given as either a percentage or number of individuals.
  • Readership – the total number of primary and pass-along readers of a publication.
  • ROI – Return on Investment (ROI) seeks to find the actual or perceived future value of a marketing campaign. It is calculated as the ratio of the amount gained or lost, relative to the initial investment.
  • Target Market/Avatar– The audience(s) the organisation has chosen to whom to communicate its key messages.

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