PR & Media Outreach Glossary

A written statement distributed to journalists announcing newsworthy company information.

A short, personalised email sent to a journalist proposing a story idea.

Press coverage you receive without paying for it — the result of successful PR outreach.

A curated database of journalist contacts relevant to your story or industry.

A publication's planned schedule of topics and stories for a given period.

An agreement that a journalist will not publish a story until a specified date and time.

The element of your story that makes it relevant and interesting to a journalist right now.

A standard paragraph at the end of every press release describing the company.

The city and date that appear at the start of a press release body.

Verified email addresses and profiles for reporters who cover your industry.

When a journalist or publication covers your story after receiving your press release or pitch.

A plan that defines your PR goals, target audiences, key messages, and outreach approach.

A paid distribution service that sends your press release to news desks and databases.

Positioning yourself or your company as an expert authority in your industry.

A journalist who specialises in covering a specific topic area or industry.

The percentage of journalists who opened your pitch email.

The process of proactively contacting journalists to secure coverage.

Offering a story to a single journalist before it is pitched to anyone else.

A dedicated section of your website where journalists can find press resources.

Selecting specific publications to pitch based on their audience, topic focus, and reach.