Traditional PR & Digital PR Jargon Explained.
Updated: Jun 15
Jargon exists in every industry that requires specialist knowledge. And, PR is no exception. Coming from a traditional PR background, when I was introduced to digital PR, I discovered the terms used were different. It would have been incredibly useful to have a list of PR terms/jargon I could refer back to.
While it’s true that much of the vocab applies to both categories, it’s worth taking note of the ones that solely belong to Digital PR and those that belong to Traditional PR. As we are on the subject...there is a difference between Traditional online PR and Digital PR. __ Traditional PR shares company updates, perhaps the launch of an event or product. Digital PR is done to boost a specific keyword and improve a website’s search engine ranking. __ At ReImagine we offer both types of PR, so we felt it would be useful to create a guide which should help you to better understand the meaning of jargon used.
Traditional PR Terms
Press Release (PR) A piece of news featuring a service, product or event coming directly from a business. A press release is distributed to editors and journalists for them to feature in their publications. This is usually produced in the form of a written article.
Boilerplate A short summary of a business’ story. It’s usually no more than a couple of paragraphs long and is included at the bottom of a press release. It’s provided to give the journalist insight into the company they are reading about.
Media/press kit A long-winded version of a boilerplate. It offers a lot more details including company history, USPs and an overview of the products and services provided. More often than not, a media/press kit is accompanied by a video and photos that the media are free to use.
Angle The approach to the story being told. Every journalist needs a unique way to share a story and engage the audience. Without it, it’s difficult for them to differentiate from their competition.
Embargo An instruction found at the top of a press release. It’s used to inform editors and journalists that the news is not to be released until a set date.
Pitch Ideas for an angle on a PR to be sent to editors and journalists.
Digital PR Terms
Sponsored post A sponsored article is a type of advertisement. An article is written with the sole purpose of boosting a keyword and getting a backlink to a business’ website from the blog/site where it will be featured. This usually paid for.
Metrics Digital PR consultants look for blogs with good metrics. These numbers show how strong a blog's performance is. Moz and SemRush are great pieces of software for analysing this data. They measure the domain authority and spam score of websites.
Meta description A summary of the content featured on a webpage/article. It should always include the keywords for which the content is written. It is provided to the blogger and inserted into the appropriate field in the CRM being used (WordPress, Joomla etc.)
Anchor text A piece of clickable text which leads back to a businesses website.
Bookmarking The action of sharing published content. Bookmarking enables articles to be shared on different channels such as social media, Tumblr, Reddit. Etc.
Terms used in both categories of PR
Backlink A link from a publication back to a businesses website. Backlinks are important for SEO.
Byline A title that sits beneath the main title of an article. It provides the name of the author and date the content was published.
Audience The people you are aiming to reach via a PR. It can be determined by demographics, location and preferences.
If you are looking for support or simply want to discuss PR in more detail, get in touch with us today.