GLOSSARY

karen@karenpiercegonzalez.com

  
Public Relations Terms

authenticity:   describes "real" people behind blog posts and other social profiles.
assignment desk:   department of television, print or radio station responsible for determining who covers which story.
broadcast:   to transmit via airwaves (electronically) by radio or television.

byline:   the author of newspaper or magazine article.

copy editor:  editorial professional who checks final story for accuracy, grammar and length before it goes out.

corporate fact sheet:  one-page document that describes a company's principles, services, philosophy, fees. Includes contact info.

dub:  copy of TV or radio appearance on video or audiotape.

editing:   the act of rewriting, viewing, listening, and cutting print publications, video, or audio.

editorial:   a statement of opinion from an editor or publisher about you and your business.

FCC:   The Federal Communications Commission regulates interstate and international communications by radio, television, wire, satellite and cable in all 50 states, the District of Columbia and U.S. territories.

frequency:   the number of times a publication comes out in a given period of time, such as daily, weekly, quarterly, etc.
hashtag:   a word or string of characters that starts with a number sign. Identical hashtags are then grouped into a search thread.
influence:  measurement of an individual's importance online.
info box:   a brief paragraph with bio and contact information, usually appears at end of article or blog post.

lead time:   amount of time reporters and producers need to prepare stories and information for publication or broadcast.

masthead:   list of editors, publishers, and senior reporters in each publication's issue. Includes contact info.

media outlet:   a publication or broadcast program that transmits news and feature stories to the public through a distribution channel.
micro-blogging:   short message postings in a social media account (e.g., Facebook status).
network:   chain of broadcast or radio stations controlled and operated as a unit, often using the same editorial material.

Op-Ed:   article written by an expert that is positioned on the page opposite the editorial page.
pitch letter:   letter written to introduce a source and story idea to the media.

platform:   a system that manages content. Example: The Blogger platform manages a community of blogs.
producer:   person in charge of the coordination of all details pertaining to a television or radio program.

public relations:   a variety of skills and tactics developed to inform and invite favorable opinion for a person, event, or product that ultimately supports the firm's bottom line.

reach:   geographic area of the audience and the number of readers, listeners, or viewers accessed by the media.

reprint:   copy of a printed article that mentions you or your company.

round-up story:   story geared to look at four to five news items related to a particular topic during a specific time (e.g., summer festivals).
sidebar:   legal term the media adopted to describe a portion of a story that is relevant but not necessary to the body of the story, such as data, a glossary, or a deeper explanation of a concept mentioned in the story. Usually it is set apart from the body of the article by a box or screen to make it stand out.

syndicated columnist:   person hired by publications or broadcast organizations to produce written or spoken commentary about specific feature subjects. A syndicated print column is usually published in a wide variety of newspapers, magazines, or on many local networks.

tag: indicates or labels what content is about.
talking head:   television shot that shows only the upper shoulders, neck, and face of the person being interviewed. Usually accompanied by a computer-generated sign that  identifies the person by name and title.

target audience:   the people who live near, work with and/or know your target market.

trade media:   industry-specific trade or professional publication (manufacturing, insurance, nursing, telecommunications, etc.).
trending:   word, phrase or topic that is popular on social media at a given moment.
viral:   anything shared across social networks that get passed along rapidly. YouTube videos are a great example.
wire service:   news stories, features, etc., sent by direct line to subscribing or member newspapers and radio and television stations.