Public Relations (PR) is an ever-evolving discipline blending storytelling, strategy and stakeholder management. Whether you work in digital PR or traditional media relations, you’ll often hear certain terms used daily from backlinks to press releases, newsjacking to crisis communications.

To help you keep up, here’s a glossary of frequently used PR terms.

A

Ambush Marketing

A tactic where a brand attempts to associate itself with an event without paying official sponsorship fees. It’s often seen around major sporting events, where non-sponsors creatively “piggyback” on publicity, though it’s a risky approach that can raise legal and ethical questions.

Audience

The group of people you aim to reach with your communications. Understanding your audience’s demographics, interests and media preferences is essential for targeting campaigns effectively.

B

Backlink

A backlink is a link from another website to your own. In digital PR, high-quality backlinks from trusted sites improve your SEO performance and enhance brand authority.

Brand Reputation

The overall perception people have of your brand. Strong PR aims to protect and enhance brand reputation through consistent messaging and positive media coverage.

C

Campaign

A planned series of PR activities designed to achieve specific objectives, such as raising awareness, improving brand sentiment or launching a new product.

Crisis Communications

Managing a brand’s reputation during a crisis. This involves preparing media statements, handling press queries and communicating transparently to maintain trust.

Coverage

Any mention of your brand in the media, whether online, in print, or broadcast. Securing quality coverage is a core goal of most PR strategies.

D

Digital PR

A modern evolution of traditional PR, focusing on online media, SEO, influencer collaborations and social media platforms to boost brand visibility and website authority.

Distribution List

A curated list of journalists, bloggers or influencers you send your press materials to. Maintaining an accurate and targeted list helps ensure your stories reach the right people.

E

Embargo

A request made to journalists not to publish a story until a specified date or time, ensuring coordinated and fair release of information.

Earned Media

Media exposure gained through editorial coverage rather than paid advertising, the cornerstone of PR success.

F

Feature Article

An in-depth piece focusing on a particular issue, trend or story. Features often showcase thought leadership or explore broader narratives beyond standard news items.

Followlink

A followlink (or “dofollow” link) allows search engines to follow and transfer ranking value, making it valuable in digital PR and SEO link-building campaigns.

G

Grassroots Campaign

A strategy that builds awareness or advocacy by engaging directly with individuals or communities at a local level.

H

Headline

The first thing a journalist or reader sees. A clear, engaging headline can determine whether your press release gets noticed or ignored.

Holding Statement

A brief, factual statement issued while more information is being gathered during a crisis. It allows organisations to respond quickly without speculating.

I

Influencer Relations

Building partnerships with online influencers to amplify your brand’s message. It’s an increasingly important element of modern PR, bridging earned and paid media.

Internal Communications

Managing how information is shared within an organisation to ensure employees are informed, engaged and aligned with company goals.

J

Journalist Outreach

The process of pitching stories to the media. Successful outreach relies on strong relationships, relevant angles and well-timed pitches.

Jargon

Specialist language often used within industries. PR professionals should always avoid jargon when communicating with the public or press.

K

Key Messages

The core points you want your audience to remember. These guide all external communications and ensure brand consistency.

L

Link Building

A fundamental part of digital PR. It involves earning backlinks from authoritative sites through creative campaigns, data-driven stories or expert commentary.

Launch Event

A media or public event used to unveil a new product, service or campaign. It often combines traditional PR tactics with social media amplification.

M

Media Kit

A collection of ready-to-use assets for journalists, typically including press releases, imagery, brand logos, and background information.

Media Monitoring

Tracking press coverage, online mentions and sentiment to measure PR impact and reputation trends.

N

Newsjacking

Capitalising on trending news stories to insert your brand or spokesperson into the conversation. Quick reaction and relevance are key to success.

No Followlink

A link that tells search engines not to transfer ranking value. While it doesn’t boost SEO value directly, it still offers visibility and referral traffic and contributes to a natural link profile.

O

Op-Ed (Opinion Editorial)

A piece written by a brand spokesperson or expert to share insights or opinions, often published in newspapers or online outlets to build thought leadership.

Owned Media

Channels you control directly, such as your website, blog or social media accounts, forming the foundation of your PR ecosystem.

P

Press Release

A structured announcement distributed to the media to share company news, updates or comments. It should be concise, factual and written in a journalistic tone.

Pitch

A tailored message sent to a journalist outlining why a story is relevant to their audience. A personalised, well-timed pitch can make the difference between coverage and rejection.

R

Reputation Management

The ongoing effort to shape public perception of a brand through media engagement, customer feedback, and transparent communication.

Reactive PR

Responding to news or trends in real time to secure fast, relevant coverage, often linked to newsjacking or expert commentary.

S

SEO (Search Engine Optimisation)

The process of improving visibility on search engines. PR supports SEO by generating authoritative backlinks and mentions across the web, helping to ensure websites rank higher than others when key terms are searched for.

Soundbite

A short, memorable quote used in interviews or press materials to convey a key message succinctly.

T

Thought Leadership

Sharing expertise and insight to position an individual or brand as an authority in their field. This can include speaking opportunities, guest articles and interviews.

Trade Press

Industry-specific publications read by professionals within a particular sector. Coverage in trade media builds credibility among peers and potential clients.

V

Visual Assets

High-quality images, infographics and videos that accompany PR materials. Strong visuals boost engagement across both digital and print platforms.

W

Wire Service

A distribution platform that sends press releases to multiple media outlets simultaneously. In the UK, examples include PA Media and Business Wire.

White Paper

An authoritative, data-driven report presenting in-depth research or insights. White papers support thought leadership and can be valuable for B2B PR.

If you’re looking for traditional and digital PR for your brand, get in touch.