PR & Marketing Glossary of Terms for Entrepreneurs

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Actionable relationship – a relationship that has marketing value because the person or group of people will take a specific action when asked to do so

Advertising = the placement of owned content for a fee.  The rate varies depending on the location, duration, the number of people that are likely to see it, etc.

Angle = the focus of a story.  Often determined by an editor and written by a journalist

Assignment desk – a team of assignment editors that decide which stories journalists write – and which ‘make’

Assignment editor – a journalist that decides what stories are produced by journalists and which ‘make’

Assumption – an unproven view or assertion

Audience – a person or group of people passively consuming content 

AVE (Advertising Value Equivalency) = an arbitrary value attributed to earned media coverage by adding a random multiplier (between 5 and 20) to the published advertising rate for a single insertion

Brand = the perception of your organization in the minds of the market.  It is based on a communicated set of values and an organizations ability to deliver them through both words and actions

Call To Action = explicit of implicit request for somebody to do something that has commercial-value for the organization making the request

Call To Action mechanism = the deliver mechanism for a marketing call to action

Commercially-valuable action = a [marketing] action that delivers a tangible value or impact to an organization

Commercially-valuable coverage = media coverage that delivers measurable value or impact to an organization

Content marketing = see marketing communication that uses content as it’s primary promotional tool to compel a person or group to take a commercially-valuable action

Cut – to be removed from  consideration for publication or broadcast

Desired outcome – a specified outcome resulting from a deliberate and stated strategy

Digital marketing = see marketing, that uses electronic tools and distribution mechanisms to compel a person or group to take a commercially-valuable action

Distribution mechanism – the way a message or piece of content is delivered to an audience

Earned media = media coverage achieved without direct payment being made to the publisher

Hash = current position.  Used in football to specify the distance to go to achieve a first down and the down.  For example, 3rd and 6

Hypothesis – a  supposition or proposed explanation made on the basis of limited evidence as a starting point for further investigation.

Journalist – somebody that investigates and writes a story for a media outlet

Key relationship – a person or group of people that are critical for an organization to achieve a stated goal

Make – to be published or broadcast

Marketing = a combination of price, product, place and promotion. A combination of elements designed to compel a defined individual or group of people to take a specific commercially-valuable action

Marketing communications = the promotion part of marketing.  It must include an implicit or explicit call to action (CTA)

Media Outlets – a magazine, website or broadcast channel

Media Pitch = a one-time request by an organization or agent to publish a defined story

Media Relations = a strategy of building mutually-beneficial relationships with key journalists and editors with the aim of becoming a source for stories on a specific topic or subject area

Message – a positioning statement communicated by an organization to internal and external stakeholders.  Usually for the benefit of the organization

Mutual Benefit – a benefit that is experienced on both sites of a relationship

Native Advertising = advertising designed to look like editorial

Owned Media = content produced by an organization for the purposes of promotion and, typically, distributed via its own distribution channels – including websites, social media platforms and email lists

Perceived value – the value an organization places on a product or service

Positioning – presenting something in  way that intends to impact the way it is perceived

Promotion = publicity generated by or on behalf of the beneficiary.  Promotion is the 4th P of Marketing and is also known as marketing communication.  It must include a call to action (CTA) if being used as part of a marketing campaign

Public Relations = a process of building and maintaining strong mutually-beneficial relationships with the people that matter most to the achievement of a commercially valuable outcome

Publicity = a process of generating awareness as well as the outcome of the process

Paid Media = Advertising.  Can be in print, web or out-of-home (billboard)

Relationship strength – the strength of a relationship between an organization and a person or people that are critical to it successfully achieving its stated goal

Riskiest assumption – an unproven view or assertion of which there is the least evidence to substantiate it

Shared Media = content created by an organization that is shared by employees, customers, partners, influencers, etc., with a wider group of people

Social Media = a community platform, usually online, intended to allow barrier-less communication with other members

Sources = people that can support an argument to a journalist writing a story

Timing – Any time-related issue that impacts on the success or failure of