Public relations teams use familiar terms in different ways. This glossary gives practical working definitions and points out where a number or label can mislead. A shared vocabulary helps clients, editors, and analysts agree on what was actually done and measured.
Channels and content
01
Press or news release
An organization-issued announcement presenting news and supporting facts. Sending one does not mean an outlet reported it.
02
Media pitch
A tailored message proposing an angle or source to a journalist or editor. It is shorter and more personal than a broad release.
03
Media advisory
A concise notice of an event or coverage opportunity, focused on who, what, when, where, and access details.
04
Earned media
Independent attention not purchased as advertising or directly published by the organization, such as a reported story.
05
Owned and paid media
Owned content lives on channels the organization controls; paid media buys distribution or placement. A paid placement should not be reported as an independent article.
Timing and access
01
Embargo
A proposed agreement not to publish information before a specified time. It only binds a recipient who accepts it; putting the word in a subject line is not enough.
02
Exclusive
A story or access offered to one outlet under clearly agreed terms. Define what is exclusive and for how long before making the offer.
03
On the record
Information a reporter may attribute to the named source. Other source arrangements require explicit agreement before the conversation, not after an uncomfortable answer.
04
Boilerplate
A short, reusable description of the organization at the end of a release. Keep claims and contact details current.
Measurement
A pickup is a published item resulting from or related to a campaign. Count distinct pieces and separate original reporting from syndicated copies. Reach is an estimate of potential audience, not proof every person read or remembered a story. Impressions count opportunities to see a placement and can include repeated exposures to the same person.
Share of voice compares an organization's coverage with a defined set of competitors or topics. The denominator and search method matter. Sentiment is a classification of tone that can miss nuance or mixed stories. Outcome measures, such as qualified site visits or inquiries, are more closely related to business goals but still need careful attribution.
Risk and response
A holding statement is a brief, verified initial response used when facts are still developing. A correction fixes a factual error and should reach the same audiences as the mistake when practical. A spokesperson is a named person prepared to speak accurately for an organization, including what is not yet known.
A crisis plan assigns responsibilities, approval paths, monitoring, and escalation criteria before a high-pressure event. No glossary can replace judgment: the appropriate response depends on the people affected, verified facts, and the organization's ability to act.
Use definitions consistently
Write down the definition used in each campaign report. For example, say whether a 'placement' includes a paid wire page, whether reach is publisher-reported or estimated, and whether social comments count as earned mentions. Transparency makes results more comparable and prevents an inflated activity count from masquerading as an outcome.