PR remains an essential component of any business, as communication with customers continues to improve at an unprecedented pace. But like most other types of industries, PR has a few terms most people wouldn’t understand.
Since it continues to be such an important part of businesses, you should understand and learn these different terms. Let’s look at some critical PR terminologies that you should know.
1. Ad Budget
People who are new to the PR and advertising industry often confuse the terms Ad Budget, Ad Spend, and Ad Rate. But all three terms refer to the cost required for taking out an advertisement in the media. The Ad budget largely depends on time, frequency, and size.
While advertising and public relations are different industries, they have the same driving purpose. PR and advertising aim to promote a brand, service, or product. Sometimes advertising can be a part of public relations strategies and campaigns.
It uses paid announcements to garner public attention for products and businesses. Advertising has many forms including TV commercials, magazine ads, and social media posts.
Advertorials refer to written advertisements that go out as opinion editorials to different publications. Usually, advertorials include independent news stories. For that reason, many confuse advertorials with press releases. While advertorials and press releases may have similar goals, the two are very different.
B-Roll or B-Roll Footage refer to supplemental videos that a production company records along with primary footage. B-Roll can complement voiceovers during the ad or offer additional context to help a brand tell their story. Therefore, cutaway footage (B-Roll) establishes an atmosphere that focuses on the artistic atmosphere of the primary footage.
Simply put, a Byline is one or two sentences under an article’s title. The byline can give additional context to the piece or to include the publishing date and author credits.
Typically, leading individuals and experts of a company are responsible for adding the byline. Byline articles may feature different things, such as a specific point of view or even tips and advice related to the topic in question.
Most media outlets prefer bylines because they are readily available and easy to publish. As such, they are a helpful tool for PR agencies.
In PR, a boilerplate is a brief ‘about us’ description at the end of a press release. It is a standard paragraph that provides information regarding a company’s background and what it does. Although concise, a boilerplate should include all the necessary information.
Circulation refers to the copies, such as newspapers, newsletters, op-eds, and editorials, that a print publication distributes. Through circulation, the publication makes its piece readily available to readers through various means such as subscription services.
8. Crisis Communication
In PR, crisis communication involves collecting, processing, and disseminating information necessary for addressing and averting a crisis.
Typically, PR crises are a result of advanced media scrutiny with the potential to leave a significant impact on a brand’s public reputation. PR agencies can develop management plans to mitigate potential and existing risks through crisis communication.
Crisis communication typically involves a dialogue between the company/brand/individual and its audience. After a negative situation, providing a public response is critical to maintaining a positive public brand image.
9. Earned Media
Earned media may be the primary difference between advertising and public relations. In simpler terms, it is free or unpaid media, unlike advertising.
While ads use money to promote a brand, product, or service, public relations use entirely different strategies. PR focuses on storytelling to promote a brand and bring in its audience.
As such, PR efforts help gain publicity through third-party endorsements, including media relations. After all, public relations are all about solid and mutually beneficial relationships between two parties.
10. Editorial Calendar
Editorial calendars are calendars with a schedule of topics that certain media outlets cover during a specified period. The scheduled topics may refer to publication for a specific month or the entire year. Editorial calendars provide public relations experts with a starting point and the appropriate timing to contact an editor about specific stories.
In PR, launch refers to an official announcement by a company, brand, or business. It involves promotional efforts to draw the public’s attention to a new service, product, or campaign. A launch helps increase brand awareness among its target audience.
Initially starting with a press release, a PR launch typically uses promotional marketing strategies.
12. Lead Time
Reporters need time to gather information about a story, conduct interviews and run fact-checks for their storyline. They usually have a lot to do before reporters can finally post a story.
Usually, reporters need to perform all the necessary tasks within a specific period. Lead-time is the calculated period between getting a new story and publishing the final draft. The time reporters need may vary depending on the type of story and where they will publish it.
Written and print publications often have a longer lead time than its digital counterparts.
13. Media Relations
Media relations are mutually beneficial relationships in public relations. It typically refers to strong connections between a PR agency and various media outlets. Developing and maintaining media relations is achievable through outreach and response on behalf of a PR client.
A PR firm needs to provide media outlets with the information they require and seek their help continuously. It is also necessary to stay informed about various interests and preferences of the media.
14. White Paper
White paper is a report that focuses on a specific topic, with the intention to persuade the audience.
Usually, white paper reports include a currently prevailing problem and a solid solution for mitigating the issue. White papers are helpful when a company wants to educate its readers about a particular problem.
It helps promote products and services designed to address a specific issue. However, white papers are more information than promotional.
The PR industry helps companies deploy effective advertising tactics to achieve considerable market visibility. The latest strategies add direction to a business, improving its revenues in a short time. A reputable Los Angeles PR firm can be a great way of improving your brand’s image.