Building Your Brand: 10 Key Public Relations (PR) Terms

Public Relations (PR) is the strategic art of managing how information about an individual or company is disseminated to the public. For marketers, founders, and business leaders, understanding the language of PR is essential for shaping brand perception and managing your public image. This guide covers 10 fundamental PR terms.

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Key Public Relations Vocabulary

• Press Release

  An official statement delivered to members of the news media for the purpose of providing information, making an official announcement, or making a statement.

  We are drafting a press release to announce our new partnership with a major tech firm.
• Media Kit

  A pre-packaged set of promotional materials that provide information about a person, company, organization or cause and which is distributed to members of the media for promotional use.

  Our media kit includes high-resolution logos, executive bios, and a company fact sheet.
• Embargo

  A request by a source that the information or news provided by that source not be published until a certain date or certain conditions have been met.

  The news of the acquisition is under embargo until 9 AM tomorrow morning.
• Boilerplate

  A standard paragraph of text at the end of a press release that provides a brief overview of the company.

  Make sure to include the updated company boilerplate at the end of every press release.
• Pitch

  A brief, personalized message sent to a journalist or editor to persuade them to cover a story.

  I'm sending a pitch to a journalist at TechCrunch about our upcoming product launch.
• Earned Media

  Publicity gained through promotional efforts other than paid media advertising, such as a news article, a positive review, or a mention on social media.

  The feature article in the industry magazine was a huge piece of earned media for us.
• Crisis Communication

  A sub-specialty of the public relations profession that is designed to protect and defend an individual, company, or organization facing a public challenge to its reputation.

  During the product recall, our crisis communication team worked around the clock to manage the narrative.
• Spokesperson

  A person selected or elected to speak on behalf of a group, company, or organization.

  The CEO will act as the official spokesperson for the company during the press conference.
• Media Relations

  The work of building and managing relationships with journalists, bloggers, and other media professionals to communicate an organization's messages.

  Strong media relations are essential for securing positive press coverage.
• Brand Reputation

  The public perception of a company, brand, or individual. PR plays a crucial role in shaping and protecting brand reputation.

  Proactive public relations is key to maintaining a positive brand reputation in the market.

Shape Your Public Narrative

Understanding these PR terms is the first step toward strategically managing your brand's public image. Clear communication with media and stakeholders is vital for building a strong, positive reputation.

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