pr terms marketing

Most Important PR Terms in Marketing and Media

Every industry has its own set of terms that can sound more like nonsense until you get the hang of it, and Marketing and Media PR is no exception. The good news is that it’s not going to take you long to get up to speed, and once you do, you’ll be far better prepared to tackle your marketing and media PR challenges. A great way to get started is by reaching out for the skilled guidance of a savvy marketing and media PR specialist. 

Getting to Know the Lingo

Once you have a feel for the terms that PR types are likely to throw your way, you’ll be well on your way to polishing your firm or business’s marketing or media image. 


You, of course, know what advertising is all about, but it’s important to take a holistic approach and consider all your options when it comes to advertising, including:

  • Print ads, which refer to a written copy
  • Broadcast ads, which refer to TV and radio ads
  • Digital ads, which refer to online advertising and include advertising on social media

Native Advertising

Native advertising is paid advertising, but it doesn’t come at the user in an advertising break. Instead, it becomes part of the content landscape. A prime example is a published article that is sponsored by a specific company. 

Ad Spend, Ad Rate, and Ad Budget

When it comes to PR, it’s important to have a realistic budget, and a significant part of that budget needs to address the cost of advertising on various platforms and media outlets. This expense is called ad spend, ad rate, and ad budget interchangeably, and the cost varies in relation to a wide range of variables that include:

  • The advertising venue
  • The size of the ad
  • The length of the ad
  • The time of day that the ad is showcased
  • The frequency of the ad


An advertorial is a PR tool that combines the objective of a print ad but comes in the form of an editorial – a piece based on the opinion of the author – that is presented like an actual new story, which by definition is fact-based and independent. While advertorials are designed to promote – much like press releases – they take a very different approach. 

Audio News Release 

Audio new releases (ANRs) are generally either taped spot news or a firm or business’s reaction to spotting news or a current issue. ANRs are sent to radio stations, and they can be taped by a representative or spokesperson for your organization, but they can also include a wrapper that amounts to a paper copy to be read by the newscaster. 


A byline is an article written by an expert, thought leader, or star in relation to the topic at hand and that espouses the author’s unique point of view or advice on the matter. Bylines are an accessible and effective means of bolstering your PR efforts. 


Boilerplate is the term used for a blurb that is used repeatedly to succinctly sum up what an organization is all about. For example, boilerplate is often included at the end of a press release.


B-roll refers to the footage used as background to augment the primary footage and story. Effective B-roll can help you flesh out your primary message by enhancing all the following:

  • Atmosphere
  • Location
  • Artistry
  • Tone 

Content Marketing

Content marketing is all about social media posts, blog entries, videos, and other online material that is created to generate interest in your company, services, or products rather than to directly promote your brand. 


Circulation refers to the overall number of print publication copies that are distributed through subscriptions or newsstands. The higher the circulation, the more significant the piece’s reach. 


CPM refers to the cost per thousand and is a commonly used marketing acronym that reflects the cost of generating 1,000 ad impressions on a single webpage, which can provide you with an important means of comparison. 

Coverage, Hits, and Clips

When something related to your brand is mentioned in a print or online article, story, blog, or any other form of promotion, it’s called coverage or a hit. A clip, on the other hand, is a physical copy of the promotional mention that can be shared with clients and customers.  

Crisis Communications

Crisis communication is all about averting a crisis in the face of media scrutiny, putting a positive spin on the matter, and maintaining brand integrity. 


DMA is Nielsen’s definition of a specific TV market in terms of the group of counties included. 

Earned Media

Earned media differs from more-familiar paid media, such as advertisements, because it is generated as a byproduct of media relations and other PR efforts. 


Exclusives refer to when the entity who offers the information, story, or news does so exclusively to one outlet, which can lend caché to both. Exclusives are generally brokered deals that are typically made with larger broadcasters who have a more extensive reach. 

Editorial Calendar

Editorial calendars outline the topics that are scheduled to be covered across a given year, and they give PR pros a heads-up in relation to timing. 


An embargo sets an agreed-upon time and date regarding the sharing of pertinent information that has yet to be announced between PR pros and the media. 

Ground Media Tours and Satellite Media Tours

Ground media tours (GMTs) involve the person imparting knowledge physically traveling to various locations to appear live in a studio, while satellite media tours (SMTs) broadcast the expert in question to the location via a satellite feed. The bottom line is sharing a predetermined message that is brand positive. 

Influencer Marketing

Influencers leverage influence over their readymade audiences, and their endorsement can prove highly advantageous. While influencers include celebrities, they are – more often – personalities with online savvy who’ve found their market niche. 


A launch refers to the official promotional kickoff of a company, product, or campaign, and it’s designed to promote brand awareness. Launches begin with promotional marketing strategies and are typically announced via press releases. 

Lead Time

Lead time is the amount of time that those reporting out need to do their research, their interviews, and fact-checking before publishing a piece. 


While marketing and PR are often lumped together as one, marketing refers directly to the actions that create, exchange, and communicate brand-bolstering material.

Media Impressions

When you talk about media impressions it refers to the number of people who potentially came in contact with something you released in any of the following formats:

  • A written piece, such as a published work or blog entry
  • A radio piece
  • A televised piece or an online video
  • A podcast

Media Relations

Media relations is all about responding to news media or engaging in media outreach of your own. Solid media relations can provide you with a much clearer picture of the direction your marketing and media efforts should be taking. 

Messaging Strategy

Your messaging strategy encapsulates your organization’s fundamental messaging and helps to ensure that every media connection you make weaves seamlessly into these highlights. 

Owned Media

The original content that you create and publish is referred to as owned media, including your website, blogs, corporate social media accounts, and beyond.

Pitch and Pitch Angle

A pitch is a highly polished and synthesized idea for publication that is used to gauge interest, while pitch angle is the unique focus of the pitch. 

Press Kit

A press kit is a suite of promotional and informative documents, often including press releases, photos, fact sheets, videos, and more, about whatever it is that you’re repping. Typically, press kits are distributed prior to an event by mail or at the event itself. 

Press Release

A press release is a written announcement that is designed to garner the media’s attention to something, such as:

  • A product or service launch
  • A new campaign
  • A newsworthy event

Press Tour

The press tours represent a flurry of PR activity around a specific event, product, or campaign, and they generally involve several straight days of media activity. Press tours provide an excellent opportunity to cultivate more rewarding relationships with a wider range of media contacts. 

You Need a Stellar Attorney Bio and the Guidance of an Imposing Legal PR Pro

Your bio is the linchpin of your brand, and it can elevate your practice – or drag it down. The idea is to make your bio sing, and the legal PR pros at Newsroom PR can help you with that. If updating your bio – or writing it for the first time – feels more like a bother than an opportunity, it’s time to seek out the services of our PR team.

Discuss Your Firm’s Needs With Our Pro PR Team

Knowing all the marketing and media terms is one thing – implementing them is quite another. If you want an effective strategy that sells your firm and reflects your values, reach out for guidance by contacting Newsroom PR online or calling us at 213-422-2738 today.