You are working with a public relations (PR) professional and need a quick understanding of what they are asking of you. Below are a few key terms to know when interacting with your PR representative:
● Earned Media: Media coverage that is generated due to relationship building, story pitching, and media relations, as opposed to paid advertising or media.
● Exclusive: Sending only one media outlet information, a commentary piece, samples, or stats so they have the opportunity to publish a story first.
● Lead Time: The amount of time needed by reporters to gather information for their story; the time varies by type of outlet, with magazines having the longest lead times and online publications the shortest.
● Media: Another term to say news organization. Includes reporters and journalists from print, radio, or TV stations.
● Media Relations: Mutually beneficial relationships between PR professionals and the media. It’s achieved by providing information to media outlets, seeking information from media, and staying informed on the media’s preferences, interests, and contacts.
● Opinion Editorials (Op-Ed) and Commentaries: Written opinions that provide an author’s perspective on a certain current event or issue. This opinion can be critical, affirming, provide additional context, or a niche perspective. Op-eds and commentaries are usually exclusive once published and cannot be submitted in another media outlet verbatim.
● Owned Media: Any content St. Olaf creates (i.e., website, blog, video, or social messaging).
● Pitch: A highly targeted message that is crafted and sent to a journalist to gauge their interest in your story; this can include photos, videos, and ends with a call-to-action.
● Press Kit: A package (online or physical) of promotional material provided to members of the press to brief them, especially about a product, service, or candidate.
● Press Release: A news announcement usually put out by the director of public relations.
● Shop: The task of submitting an op-ed or commentary to an outlet to be accepted or rejected.