Welcome to our Press Release Wiki page! Whether you’re a seasoned public relations professional or new to the world of press releases, it’s important to have a firm understanding of the terminology used in this field.
On this page, you’ll find a comprehensive A-Z glossary of terms commonly used in press releases, as well as helpful explanations of what each term means.
We hope this resource will serve as a valuable reference as you craft and distribute your press releases.
This glossary aims to be as comprehensive as possible, covering common and niche terms you might encounter when writing or dealing with press releases.
A
Above the Fold: The portion of a webpage visible without scrolling. For press releases, aiming to keep key information above the fold is essential for online visibility.
Actionable Information: Clear, specific details within your press release that tell the audience what to do next (e.g., visit a website, contact someone).
Angle: The specific focus or perspective you choose for your press release to make it newsworthy and relevant to your target audience.
AP Style: A widely used style guide by the Associated Press, primarily for journalistic writing. Using AP style ensures consistency and professionalism in press releases.
B
Backgrounder: A supplemental document providing in-depth information about the company, product, or event mentioned in the press release.
Boilerplate: A short paragraph at the end of the press release providing background information about your company/organization.
Brand Journalist: A writer who combines journalistic skills with brand storytelling to create engaging and newsworthy content, often in the form of press releases.
Breaking News: Time-sensitive and highly significant information requiring immediate attention and often leading to wide media coverage.
C
Call to Action (CTA): A specific instruction for the reader on what action to take after reading the press release (e.g., “Visit our website to learn more”).
Caption: A brief description accompanying a photo or image, providing context and relevant information.
Click-Through Rate (CTR): The percentage of people who click on a link in your press release after seeing it. A higher CTR indicates greater engagement.
Contact Information: Essential details listed in the press release, allowing journalists and readers to reach the designated contact person for further information or inquiries.
Content Syndication: Distributing your press release to multiple online platforms and news outlets to increase reach and visibility.
D
Dateline: The city and state (sometimes country) where the press release originates, placed at the beginning of the first paragraph.
Distribution Service: A company that distributes your press release to various media outlets, journalists, and online platforms. Examples include Newswire, PR Newswire, and Business Wire.
Download: Making a digital file, such as an image, video, or report, available for users to save to their devices directly from the press release.
E
Editorial Calendar: A schedule maintained by media outlets outlining upcoming themes, special issues, or deadlines for content submissions. Understanding relevant editorial calendars can help tailor press releases for better pitching and increased chances of publication.
Embargo: A request accompanying the press release, asking media outlets not to publish the information before a specified date and time.
Exclusive: Offering a story, interview, or information solely to one media outlet or journalist before releasing it to others.
F
Fact Sheet: A concise document presenting key facts and figures related to the press release’s topic. This helps journalists quickly grasp the essential details.
Feature Story: A longer, more in-depth article focused on a particular aspect of your news, often human-interest or trend-related.
For Immediate Release: Indicating that the press release can be published by media outlets as soon as they receive it.
G
Gatekeeper: Individuals or entities, like journalists and editors, who control the flow of information to the public by choosing what news to cover.
H
Headline: A short, attention-grabbing statement at the top of the press release summarizing the most important news.
High-resolution Image: A high-quality image (300 dpi or higher) suitable for print and online use, accompanying the press release.
I
Inbound Link: A hyperlink placed within your press release that directs users to content on your website or other owned online platforms.
Industry Publication: A magazine, journal, website, or newsletter focusing on a specific industry or sector, targeted for press release distribution.
Infographic: A visual representation of data or information, making complex information more accessible and engaging within a press release.
J
Journalist: A person who gathers, investigates, and reports news through various media channels.
Jargon: Technical terminology specific to a certain industry that might not be familiar to the general public. It’s best to avoid jargon or provide clear explanations in press releases.
K
Key Message: The core information or takeaway you want your audience to remember from your press release.
Keywords: Relevant words and phrases strategically placed throughout the press release to improve its searchability online and in databases.
L
Lead Paragraph: The first paragraph of a press release, containing the most crucial information and answering the who, what, when, where, why, and how of the story.
Listicle: A type of online article presented in a list format, often used for rankings, tips, or summaries.
M
Media Advisory: A short announcement sent to media outlets, alerting them about an upcoming event, press conference, or photo/interview opportunity.
Media Kit: A collection of materials, including the press release, backgrounder, fact sheet, images, and executive bios, provided to journalists to aid in their reporting.
Media List: A curated list of journalists, reporters, and media outlets relevant to your industry and target audience, used for targeted press release distribution.
N
Newsworthiness: The level of interest or importance of a story to the public, making it worthy of media attention.
News Wire: A distribution service specializing in transmitting press releases and other news content to a broad network of media outlets and online platforms.
O
Off the Record: Information shared with a journalist with the agreement that it will not be published or attributed. Exercise caution when using “off the record,” as the understanding of this term can vary.
Op-ed: Short for “opposite the editorial page.” An opinion piece written by someone outside of the publication, offering a specific viewpoint or commentary on a relevant topic.
P
Pitch: The act of contacting a journalist or media outlet to try and persuade them to cover your story.
Placement: Securing coverage for your press release in a specific media outlet, whether print, online, radio, or television.
Press Conference: An organized event where company representatives make a statement or announcement to the media, followed by a Q&A session.
Q
Quote: A statement from a relevant spokesperson included in your press release, providing credibility and adding a human touch.
R
Reach: The estimated number of people exposed to your press release via various distribution channels.
S
Search Engine Optimization (SEO): Optimizing your press release with relevant keywords and meta descriptions to rank higher in search engine results pages (SERPs).
Social Media Release: A press release specifically formatted for sharing on social media platforms, often including images, videos, and social sharing buttons.
T
Target Audience: The specific group of people you want to reach with your press release, considering demographics, interests, and media consumption habits.
Testimonial: A positive statement or endorsement from a satisfied customer or client, included in your press release to build credibility and trust.
U
Unique Selling Proposition (USP): What makes your company, product, or service different from and better than the competition.
URL: Uniform Resource Locator. The web address provided in your press release for readers to access further information or visit your website.
V
Viral Marketing: A marketing strategy aiming to spread information about your press release rapidly through online sharing and social media buzz.
W
Wire Service: See “News Wire.”
X
- X factor: the unique element or angle that makes a press release stand out from others and more likely to be picked up by media outlets.
Y
- Yellow journalism: sensational or irresponsible reporting, often characterized by the use of exaggeration and misleading headlines.
Z
- Zinger: a catchy or memorable phrase or line included in a press release to grab the reader’s attention.