Glossary of terms

Advertorial – Advertorial refers to a piece of paid-for written content placed in a magazine or other media outlet. Unlike editorial, advertorial is paid for, as it typically features the company name, services and branding, and is similar to an advert.

Above the line – A lesser-used term now, ‘above the line’ typically involves widespread promotional activity that isn’t particularly targeted, for example, national TV or broadcast campaigns.

Below the line – Another lesser-used term, ‘below the line’ involves direct and highly-targeted promotional activity, which is directed towards a clearly defined target audience persona.

B2B – Business to Business, you sell to other businesses. 

B2C – Business to Consumer, you sell directly to the end customer. 

Backlinks – Links from external websites to your website. These are highly valued by Google – the more authoritative links are (ie from credible organisations) the more SEO ‘points’ you’ll get. 

Bought media – This is any type of media that you pay for. This could include advertorial, adverts, pay-per-click (PPC) or even a poster in a local shop.

Byline – This is the name, role and business included when crediting the author of an article. It is usually included at the top and bottom of the piece. In PR, you may write editorial copy for your clients with the intention of including their name in the byline to build credibility. 

Communications – How your business interacts with others. This includes talking and listening to your customers and prospects, using both written and spoken mediums. 

Compliance management – A process that ensures people are following a defined set of rules. The rules are referred to as the compliance standard or compliance benchmark, and the process manages compliance with these.

Copy – Refers to any published text or article. This could be a blog on your website, a feature in a magazine or a post on your social media channels, for example. 

Copywriting – Writing of copy (see above). This copy can take any written form. For example, it could be a media release, an emailer or a business brochure.

Crisis communications – This is a type of PR that is designed to protect an organisation when it is facing a public challenge to its reputation. It involves strategic communication with the public, or other key stakeholders, to ensure reputational damage is controlled or prevented. 

Customer Relationship Management ‘CRM’ system – This is a system that helps to manage the interactions, data and information you’ve collected from customers or prospects. It can help you to see where a prospect is in your sales process, what the next action is and when it is due by. 

Call to action – A marketing tool that is intended to prompt some sort of action from a customer or prospect once they’ve read a piece of content, watched a company video or visited a web page, for example. The action itself depends on your business’ communications objectives. It can be anything from ‘get in touch’ to ‘download our brochure’. 

Editorial – A piece of written content sold into the press that hasn’t been paid for. It is unpaid because while the business (or product) is mentioned it isn’t featured heavily – otherwise that would be an advertorial.

Earned media – Retweets, social sharing, reviews, testimonials – the comments you receive for your work or the editorial we can secure for you

Feature – A feature is a form of editorial, it is a big piece that covers the main story usually requiring different opinions, research or covering an event.

Google Analytics – A data analytics platform that allows you to monitor and analyse your website traffic. This is often used to create measurable objectives in PR campaigns, allowing you to see how your activities influence engagement, quantity of traffic, conversions and more. 

Influencers – Who is prevalent in your industry? Who are people listening to or following? That is an influencer because they have influence over your customers or your industry

Internal Communications – This is how you engage and converse with your team across your business. It is underpinned by your business culture, and it ultimately determines the engagement and motivation of your whole team. 

Incoming Links – Also referred to as ‘inbound links’, these are links to your site from another site. 

Keywords – Your keywords are the most important search terms that your audience are using that you want to be found for. By using these words or terms throughout your content, you can optimise your website or content to appear higher in search rankings, increasing its likelihood of being found. 

Lead Generation – This is the process of identifying and engaging with prospects who have a qualified interest in your offering, encouraging them to reach out for more information or a conversation.

Media Monitoring – This is the process of keeping an eye on media outlets and the kind of content they are publishing. This includes keeping up to date with upcoming features that we could secure editorial coverage within. 

Media Relations – This involves building relationships with key journalists and publications in order to secure editorial coverage and other exposure for clients.

Moz rating – Moz is an authority ranking tool that evaluates websites and publications based on their authority, popularity and reach. Each URL is ranked out of 100 for its authority, determining how likely it is to appear highly in search engine results. 

News Monitoring – This is the process of monitoring the papers, magazines and online new outlets for key headlines and topics you can react to or ‘newsjack’.

Offline Promotion – Any advertising or promotion not on the internet, this could be anything from a piece of editorial in a glossy to a flyer in a shop window.

Offline SEO – Activities to increase traffic to your site that is done away from your site, eg through securing backlinks in editorial coverage.

Online SEO – Technical and non-technical improvements to your site, carried out on the site, eg creating quality, keyword-rich content or making changes to the code, so the website performs better.

Owned media – Anything you own and manage outright – eg your website, social media pages, your shop window, etc. 

PPC – Pay-per-click is a form of advertising on Google where advertisers pay a fee every time their ad is clicked. They come up at the top of each Google search. 

Press Release – This is a short piece of content focused on current news, a product launch or event occurring that is published to local, regional, national or trade media, depending on its purpose. For businesses, press releases can be a good way to encourage interest and engagement surrounding your brand. 

Persona – A detailed profile of your ideal customer – answering the ‘who, what, where, when, why and how’ questions. Who are they? What are their goals? Where are they based? When’s the right time? Why are they struggling? How can you help? How can you reach them?

Page Ranking – This is how highly your website or webpage ranks in Google. Each search result has a corresponding page position, eg position 10 is at the bottom of page one, position 11 is at the top of page two, and so on. 

Prospects – Potential customers who may be interested in your brand and what you have to offer. 

Reactive PR ‘Newsjacking’ – Finding a great angle for a media article by responding to a current piece of news that relates to your business, industry or product/service.

ROI (Return on Investment) – This is the ratio of return a campaign has compared to the investment put in to make it happen. ROI can account for financial, time or resource investment. 

Search Engine Optimisation ‘SEO’ – Measures you take to improve the quality of your website and increase traffic to your site. This can be broken down into Offline SEO and Online SEO.

Touch-point – Everywhere your customers com into contact with your brand. This can be on your website or social media, through reading an article about your brand in a local magazine or seeing an advert in your shop window, for example. 

Trade publication – Unlike newspapers or general magazines, trade publications focus on specific industries and often include news, advertising, editorial contributions and case studies. These can be a great tool to build your brand’s reputation within your industry or the industries you’d like to target. 

VMV – You vision, mission and values – your ‘DNA’. This is what makes you stand out from your competition, and it underpins how you communicate as a brand.