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.


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.


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

Incoming Links


Keywords – Once you know your key messages, you break this down into the keywords you want to be searched for. This is whatever your customers or potentials are going to search to find you.


Lead Generation – Process of identifying and engaging with prospects who have a qualified interest in your offering.


Media Monitoring – Monitoring key publications for coverage of our editorial we send out.

Media Relations – Building relationships with key journalists and publications.


News Monitoring – Scanning the papers, magazines and online 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 ina glossy to a flyer in a shop window.

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

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

Owned media – Your website, your social media pages, your shop – the key point is it’s yours, you own it


PPC – Pay per click is a form of advertising on Google where advertisers pay a fee every time their ad is clicked. They’re the green boxes at the top of every google search.

Press Release – Sometimes called a news release, it gives specific information to journalists about a particular event or something happening in your business e.g a new launch.

Persona – Your ideal customer. We build customer profiles to help define who your audience is and where they are.

Page Ranking

Prospects – List of potential customers.


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


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 you and your customers come into contact. This can be your website, social media, editorial, an advert or your shop. You need touch-points everywhere your customers will be.


VMV – Vision, mission and values, this is how we make you stand out by defining your key messages.