PR & Marketing Glossary of Terms for Entrepreneurs

Posted · Add Comment

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.

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

Content marketing = see marketing communication that uses content as it’s primary promotional tool

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

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 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

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

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)

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