Now, today, is a good time to become familiar with the terms commonly thrown around by PR professionals. PR is stressful enough, especially for interns and junior staffers, without being baffled by the terms and phrases batted around the office. Companies know that PR is crucial in the success of their business. Well, given PR's importance, it might come in handy to brush up on frequently used terms such as like “pitch or "SEO".
As an intern or a specialist just starting out on a new job, knowing your PR vocab can help you quickly comprehend instructions and efficiently complete your tasks. PR is more often than not on a time crunch, so such efficiency is highly valued. Which PR key terms baffle those getting started most in the PR industry? Below is a cheat sheet of terms that may save you valuable time.
News Story Syndication— Syndication is a method of republishing existing content on other websites to reach a broader audience. When you get published or quoted in one outlet, often Athene's will get picked up and published in other papers that syndicate with the original publisher. This is a client bonus, more bang for the buck!
Backlink - A backlink is a link created when one website links to another. Your are writing something an dmayb you want to reference a survey or a past article, you backlink to it. When a backlink is used, it is because it is noteworthy and essential to the first website. After all, the content it is linking is unique.
SEO— Search engine optimization is the process of growing the quality and quantity of website traffic. It accomplishes that by increasing the visibility of a website or a web page to users of a web search engine. Using SEO creates organic, unpaid traffic to your website from the search engine results page. Knowing about SEO comes in handy when try to influence search results to suppress news or highlight it.
Anchor text— Anchor text is the clickable text in a hyperlink. It is often blue and underlined. It ties into SEO, as search engines try to include results with keywords in their results.
Placements— Placements are results! Placements are considered the media coverage of a press release, in a magazine, an online blog post, or other media outlets that will be viewed by a broad audience. It also refers to making a product or service accessible to consumers through direct or indirect means. Placements are also known as " hits" ... "I got a hit in xx magazine".
Outreach— Outreach is your proactivity. Press outreach is the process of “pitching” information about your product/service to journalists, bloggers, and influencers. It is often used for the goal of branding, as like-minded individuals and organizations are sought out. Outreach often results in hit if you target the right reporters.
News Highjacking— This is a tactic that allows you to get your brand media attention without having a story. By taking a story and using it for your own benefit, you are able to get your brand a lot of attention. It is very effective, and usually done through rapid response to current events or trends.
Pitch— A media pitch is a brief letter, email, or phone call offering a story to a journalist (or editor), at a newspaper, magazine, radio, or television station. The pitch aims to create interest in the story and determine if the contact is willing to use it. The pitch can also be about promoting your business to gain new clients, or to self-promote.
Press release— A press release is a written document prepared for the media that announces something relevant and newsworthy. Its primary purpose is to inform people in your industry on something new your business is taking on. Through a press release, you can get your important news in front of many people, gaining public attention.
Siena DiBene is an intern at Elizabeth Lampert PR and a student at California Polytechnic University San Luis Obispo
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