Glossary of common PR terms

Boilerplate
A short, standardized paragraph at the end of a press release that describes your company, its mission and core offerings.

Crisis communications
A strategic PR function that manages a company’s messaging during a reputational threat or emergency, aiming to protect and restore trust.

Earned media
Unpaid coverage or publicity gained through media outreach, such as being featured in a news article, podcast or TV segment. Considered more credible than paid advertising.

Key messages
Core points you want your audience to remember. These are the foundation of all media communications and should remain consistent across channels.

Media kit
A collection of promotional materials, such as bios, photos, fact sheets and company background, designed to give journalists everything they need to cover a story.

Media list
A curated list of journalists, editors, bloggers and outlets relevant to your industry and audience. Used to guide targeted outreach efforts.

Newsjacking
The practice of injecting your brand or commentary into a trending news story to gain media attention and relevance. Best used when timely and authentic.

Pitch
A concise and compelling message sent to journalists or editors to propose a story idea or source. Pitches can be delivered by email, phone or direct messaging.

Press release
A formal written statement shared with the media to announce something newsworthy, such as a product launch, event or executive hire.

Thought leadership
The practice of positioning a company or executive as an expert in their industry through interviews, bylined articles, public speaking and social media.