14 Key Media Relations Definitions You Need to Know
By Rachel Henry
Perhaps you’re a non-profit preparing to work with a public relations professional to gain visibility and the public's trust. Or maybe you’re a community group interested in adding media relations to your communications strategy.
Community-minded organizations can benefit from learning the right way to converse with the media—it’s the first step to effectively promote your vision and mission, reach the right audience, and enhance relationships with the public. However, you may be scratching your head at some of the media relations words you’ll hear casually thrown around at the planning table.
In this article, we’ll share the definitions of 14 common media relations words you’re likely to hear while building your PR strategy and working with the media.
Community-minded organizations can benefit from learning the right way to converse with the media—it’s the first step to effectively promote your vision and mission, reach the right audience, and enhance relationships with the public. However, you may be scratching your head at some of the media relations words you’ll hear casually thrown around at the planning table.
In this article, we’ll share the definitions of 14 common media relations words you’re likely to hear while building your PR strategy and working with the media.
14 media relations words to know to enhance your communications strategy
1. Boilerplate
The boilerplate is a section at the end of a press release, before media contact information. It gives a short description of the company, organization, product, service or event that’s discussed in the body of the press release. This brief summary will describe what sets you apart, and may include your mission and awards received. It’s standard and stays the same very time you use it.
2. Earned Media (vs. Owned Media)
Earned media is media coverage that you don’t have to pay for or create. When a newspaper features your organization’s event, a talk show mentions your brand, or a podcast discusses your story, it's earned media. This method is beneficial to both parties, as the press gains content with relevant insight and you reach a larger audience through a press mention. Owned media, on the other hand, refers to content you personally create, such as your blog and social media channels.
3. Embargo
An embargo is when a news release or media alert is sent to reporters ahead of the scheduled release of the information or story. This way, sources can influence the way the media presents the information provided, and journalists must agree to not publish or broadcast until the release date. You can request an embargo when you send out a media alert for an event or announcement, to offer interview time slots to specific journalists or when you have relationships with certain reporters and want to give them first access to information.
4. Exclusive
An exclusive is a newsworthy piece of information that is pitched to only one media source. The chosen media benefits by securing exclusive rights to the story, so they can be the first to share it with their audience, while the source gains more control over their story and how it’s told. This can ensure more accuracy and focus on complicated stories that may require more nuance and in-depth coverage.
5. Lead Time
A lead time indicates the amount of time that a reporter has to publish a piece. Depending on the story and the publication, lead times can be anywhere from a few hours to a few months, so it’s vital to understand the lead times of the media source you’re pitching to. For example, many magazines have a lead time of six months or more. Pitching a story in December about a Christmas charity event is likely not going to make the cut, because the content has been finalized for months. Daily or weekly newspapers, however, are more likely to pick up relevant and timely news.
6. Media Kit
A media kit, or press kit, is a page on your website that shares specific information, resources and marketing materials about your organization, products, services or event. It should include contact details, your brand’s history and mission, press releases, images, copies of your logo, testimonials, reports and answers to frequently asked questions. Your media kit should represent your organization the way you want it to be seen, so you control the messaging.
7. News Angle
The news angle is the hook that draws readers in, the reason a journalist will want to cover your story. It should describe how the story affects an industry, community, or organization, in an unbiased way. The news angle is the lens that makes the story meaningful by giving it a point to resonate with audiences.
8. News Cycle
A news cycle is the time that passes between the release of one edition and a follow up edition, like when the media reports on an event, followed by the public’s reaction to earlier reports. For example, when a daily newspaper is released, the next edition is published the following day. The 24-hour period between the two newspapers is a news cycle. Understanding the news cycle is vital to successfully pitch your story, especially if it’s time-sensitive.
9. Op-Ed
Short for opposite editorial, an op-ed is an article that expresses an individual’s opinion and is submitted to a newspaper or magazine for publication. Typically, they’re written by members of the community, and not someone who is employed by the publication. They can be a strong tool to create influence and generate brand awareness.
10. Pitch
A pitch is a brief, personalized message that explains a story, its value to audiences, and why it should be published. A pitch is one of the most important tools to gaining media coverage, and should be engaging and timely, as well as tailored to the media outlet you’re contacting.
11. Press Release
A press release, also called a media release, is a newsworthy, formal announcement by a business or organization, sent to the media with the aim of generating press coverage. Press releases use a specific format and to deliver a summary of essential information and contains details such as the dateline, header and boilerplate.
12. Scoop
A scoop refers to a breaking news story the media is eager to cover. When newspapers used to compete to be the first to “break” a story, a scoop referred to exclusive news. Now, most scoops don’t last very long as they can be immediately picked up and disseminated across all platforms.
13. Spokesperson
A spokesperson is the individual who represents your brand or organization. The spokesperson’s job is to humanize your organization by sharing your brand story in compelling and relatable ways, mastering the art of soundbites and building rapport with your audience and the media.
14. Wire Service
Wire services, also called news agencies, gather and prepare articles, features, reports, photos, infographics and other material for media outlets to publish with little to no editing required. For public relations, strategists can share press releases with a wire service, who will then distribute it. Some examples of wire services include PR Newswire, Business Wire, Canadian Press and Canadian University Press.
The boilerplate is a section at the end of a press release, before media contact information. It gives a short description of the company, organization, product, service or event that’s discussed in the body of the press release. This brief summary will describe what sets you apart, and may include your mission and awards received. It’s standard and stays the same very time you use it.
2. Earned Media (vs. Owned Media)
Earned media is media coverage that you don’t have to pay for or create. When a newspaper features your organization’s event, a talk show mentions your brand, or a podcast discusses your story, it's earned media. This method is beneficial to both parties, as the press gains content with relevant insight and you reach a larger audience through a press mention. Owned media, on the other hand, refers to content you personally create, such as your blog and social media channels.
3. Embargo
An embargo is when a news release or media alert is sent to reporters ahead of the scheduled release of the information or story. This way, sources can influence the way the media presents the information provided, and journalists must agree to not publish or broadcast until the release date. You can request an embargo when you send out a media alert for an event or announcement, to offer interview time slots to specific journalists or when you have relationships with certain reporters and want to give them first access to information.
4. Exclusive
An exclusive is a newsworthy piece of information that is pitched to only one media source. The chosen media benefits by securing exclusive rights to the story, so they can be the first to share it with their audience, while the source gains more control over their story and how it’s told. This can ensure more accuracy and focus on complicated stories that may require more nuance and in-depth coverage.
5. Lead Time
A lead time indicates the amount of time that a reporter has to publish a piece. Depending on the story and the publication, lead times can be anywhere from a few hours to a few months, so it’s vital to understand the lead times of the media source you’re pitching to. For example, many magazines have a lead time of six months or more. Pitching a story in December about a Christmas charity event is likely not going to make the cut, because the content has been finalized for months. Daily or weekly newspapers, however, are more likely to pick up relevant and timely news.
6. Media Kit
A media kit, or press kit, is a page on your website that shares specific information, resources and marketing materials about your organization, products, services or event. It should include contact details, your brand’s history and mission, press releases, images, copies of your logo, testimonials, reports and answers to frequently asked questions. Your media kit should represent your organization the way you want it to be seen, so you control the messaging.
7. News Angle
The news angle is the hook that draws readers in, the reason a journalist will want to cover your story. It should describe how the story affects an industry, community, or organization, in an unbiased way. The news angle is the lens that makes the story meaningful by giving it a point to resonate with audiences.
8. News Cycle
A news cycle is the time that passes between the release of one edition and a follow up edition, like when the media reports on an event, followed by the public’s reaction to earlier reports. For example, when a daily newspaper is released, the next edition is published the following day. The 24-hour period between the two newspapers is a news cycle. Understanding the news cycle is vital to successfully pitch your story, especially if it’s time-sensitive.
9. Op-Ed
Short for opposite editorial, an op-ed is an article that expresses an individual’s opinion and is submitted to a newspaper or magazine for publication. Typically, they’re written by members of the community, and not someone who is employed by the publication. They can be a strong tool to create influence and generate brand awareness.
10. Pitch
A pitch is a brief, personalized message that explains a story, its value to audiences, and why it should be published. A pitch is one of the most important tools to gaining media coverage, and should be engaging and timely, as well as tailored to the media outlet you’re contacting.
11. Press Release
A press release, also called a media release, is a newsworthy, formal announcement by a business or organization, sent to the media with the aim of generating press coverage. Press releases use a specific format and to deliver a summary of essential information and contains details such as the dateline, header and boilerplate.
12. Scoop
A scoop refers to a breaking news story the media is eager to cover. When newspapers used to compete to be the first to “break” a story, a scoop referred to exclusive news. Now, most scoops don’t last very long as they can be immediately picked up and disseminated across all platforms.
13. Spokesperson
A spokesperson is the individual who represents your brand or organization. The spokesperson’s job is to humanize your organization by sharing your brand story in compelling and relatable ways, mastering the art of soundbites and building rapport with your audience and the media.
14. Wire Service
Wire services, also called news agencies, gather and prepare articles, features, reports, photos, infographics and other material for media outlets to publish with little to no editing required. For public relations, strategists can share press releases with a wire service, who will then distribute it. Some examples of wire services include PR Newswire, Business Wire, Canadian Press and Canadian University Press.
Launch your next campaign with confidence
Running a successful media campaign or just improving your organization’s public image starts with knowing exactly what you need. If media relations words are going over your head, it’s time to team up with an expert. Luckily, Perch can help. Perch is a boutique storytelling studio that’s experienced in the realm of media—we’ll help you craft and implement the perfect plan for your organization. Contact us for a free 30-minute consultation.
