{"id":5723,"date":"2025-11-19T21:45:46","date_gmt":"2025-11-20T03:45:46","guid":{"rendered":"https:\/\/wp.stolaf.edu\/communications\/?page_id=5723"},"modified":"2025-12-12T14:23:19","modified_gmt":"2025-12-12T20:23:19","slug":"common-terms","status":"publish","type":"page","link":"https:\/\/wp.stolaf.edu\/communications\/public-relations\/common-terms\/","title":{"rendered":"Learn Common PR Terms"},"content":{"rendered":"<div data-modular-content-collection>\n<p><strong>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:<\/strong><\/p>\n\n\n\n<p>\u25cf <strong>Earned Media:<\/strong> Media coverage that is generated due to relationship building, story pitching, and media relations, as opposed to paid advertising or media.<br \/>\u25cf<strong> Exclusive: <\/strong>Sending only <strong>one<\/strong> media outlet information, a commentary piece, samples, or stats so they have the opportunity to publish a story first.<br \/>\u25cf <strong>Lead Time:<\/strong> 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.<br \/>\u25cf <strong>Media:<\/strong> Another term to say news organization. Includes reporters and journalists from print, radio, or TV stations.<br \/>\u25cf <strong>Media Relations:<\/strong> Mutually beneficial relationships between PR professionals and the media. It&#8217;s achieved by providing information to media outlets, seeking information from media, and staying informed on the media&#8217;s preferences, interests, and contacts.<br \/>\u25cf <strong>Opinion Editorials (Op-Ed)<\/strong> <strong>and Commentaries:<\/strong> Written opinions that provide an author\u2019s 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.<br \/>\u25cf <strong>Owned Media:<\/strong> Any content St. Olaf creates (i.e., website, blog, video, or social messaging).<br \/>\u25cf <strong>Pitch:<\/strong> 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.<br \/>\u25cf <strong>Press Kit:<\/strong> A package (online or physical) of promotional material provided to members of the press to brief them, especially about a product, service, or candidate.<br \/>\u25cf <strong>Press Release:<\/strong> A news announcement usually put out by the director of public relations.<br \/>\u25cf <strong>Shop:<\/strong> The task of submitting an op-ed or commentary to an outlet to be accepted or rejected.<\/p>\n\n\n\n<div style=\"height:75px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t\t<div\n\t\t\tclass=\"site-section site-panel__micronavbutton panel panel-micronavbutton site-section__bg--normal\"\n\t\t\tdata-depth=\"\"\n\t\t\tdata-js-panel=\"micronavbutton\"\n\t\t>\n\t\n\t    <div class=\"site-section__inner site-section__inner--top-padding-none site-section__inner--bottom-padding-none micronavbutton\">\n\n\t\t\n\t\n\t<div class=\"site-grid site-grid__no-gutters\"\n\t     data-depth=\"0\"\n\t     data-name=\"buttons\"\n\t     data-livetext\n\t>\n\n\t\t\t\t\t<div class=\"site-grid__col\">\n\t\t\t\t<a class=\"site-panel__micronavbtn-btn u-bc-cranberry\"\n\t\t\t\t   \thref=\"https:\/\/wp.stolaf.edu\/communications\/public-relations\/\"\n\t\t\t\t   \ttarget=\"\"\n\t\t\t\t>\n\t\t\t\t\t<span class=\"site-panel__micronavbtn-btn-label\">Public Relations<\/span>\n\n\t\t\t\t\t<span class=\"site-panel__micronavbtn-btn-desc\">\n\t\t\t\t\t\t\n\t\t\t\t\t<\/span>\n\t\t\t\t<\/a>\n\t\t\t<\/div> <!-- .site-grid__col -->\n\t\t\t\t\t<div class=\"site-grid__col\">\n\t\t\t\t<a class=\"site-panel__micronavbtn-btn u-bc-purple\"\n\t\t\t\t   \thref=\"#\"\n\t\t\t\t   \ttarget=\"\"\n\t\t\t\t>\n\t\t\t\t\t<span class=\"site-panel__micronavbtn-btn-label\">How we support Faculty\/Staff<\/span>\n\n\t\t\t\t\t<span class=\"site-panel__micronavbtn-btn-desc\">\n\t\t\t\t\t\t\n\t\t\t\t\t<\/span>\n\t\t\t\t<\/a>\n\t\t\t<\/div> <!-- .site-grid__col -->\n\t\t\n\t<\/div> <!-- .site-grid -->\n\n\n\t\t\t\t\n\t\t<\/div>\n\n\t\t\t<\/div>\n\t\n<\/div>","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":3511,"featured_media":0,"parent":5667,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_spp_custom_css":"","footnotes":""},"class_list":["post-5723","page","type-page","status-publish","hentry"],"acf":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/wp.stolaf.edu\/communications\/wp-json\/wp\/v2\/pages\/5723","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wp.stolaf.edu\/communications\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/wp.stolaf.edu\/communications\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/wp.stolaf.edu\/communications\/wp-json\/wp\/v2\/users\/3511"}],"replies":[{"embeddable":true,"href":"https:\/\/wp.stolaf.edu\/communications\/wp-json\/wp\/v2\/comments?post=5723"}],"version-history":[{"count":8,"href":"https:\/\/wp.stolaf.edu\/communications\/wp-json\/wp\/v2\/pages\/5723\/revisions"}],"predecessor-version":[{"id":5824,"href":"https:\/\/wp.stolaf.edu\/communications\/wp-json\/wp\/v2\/pages\/5723\/revisions\/5824"}],"up":[{"embeddable":true,"href":"https:\/\/wp.stolaf.edu\/communications\/wp-json\/wp\/v2\/pages\/5667"}],"wp:attachment":[{"href":"https:\/\/wp.stolaf.edu\/communications\/wp-json\/wp\/v2\/media?parent=5723"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}