4 Keys: PR Terms You Should Know

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In all industries, there are terms and jargon that may prompt the question in your head, what does that mean? The PR world is no different. Some of these PR industry terms can be confusing, but are important to know because as professionals we use them every day to pitch journalists and get coverage for clients. Understanding these PR terms maximizes efficiency in planning and communicating in PR and anticipating the results of all coverage. Here are 4 PR terms you need to know:

1. Embargo

In PR, it is essential to establish good relationships with journalists before important coverage. An embargo is an agreement between you and the media where top-secret, relevant information is shared and cannot be published before a certain date and time. Embargos give reporters the time to craft a piece and strategically manage the reaction and impact of the announcement in order to maximize coverage. We prioritize choosing journalists that we already trust and have built good relationships with. This allows the journalists to be more likely to work with us and our clients which helps keep them at the forefront of coverage.

2. Press release

In every story, there is a beginning, middle, and end. In PR, a press release is a written announcement, unlike an embargo, where we are able to control the message and create a story within it. A press release is meant to draw the media’s attention to a specific event, product launch, or campaign. We pitch enthusiastically to get our clients the coverage they deserve and our goal is for the press release to be shared like wildfire in order to catch a reporter’s attention. Also, here’s a quick tip: Be sure to use relevant keywords and link back to your website or organization to improve search engine visibility!

3. Press kit

A well-crafted press kit is convenient and comprehensive — two features that journalists love when there is a quick turnaround required for a story. Press kits come with a range of informational and promotional documents, fact sheets, and other materials that explain the client’s work or organization. It is important for press kits to be easily accessible so reporters can quickly reference any information they need while writing well-informed coverage. Keep the press kit short and sweet by focusing on the key points of the product or service while pushing a unified message.

4. Targeted testimonial

What’s a better way to promote a product or service other than a testimonial? Conducting a targeted testimonial is an even better and more specific strategy that we utilize when planning to promote our clients. A targeted testimonial is done by targeting a specific demographic or market segment with an endorsement or review that meets the needs, interests, or concerns of the audience. By highlighting aspects of the product or service, we are able to build the credibility of our clients within the eyes of their audience and ultimately persuade them. While a testimonial can build trust, putting in time and effort is necessary for it to be a strategic one that will maximize the impact on the target audience.

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