jargon buster
We've compiled a "jargon buster" which we hope you will find useful. If you come across any other phrases not listed here, please let us know!
ABC - Audit Bureau of Circulation The Audit Bureau of Circulation independently checks the circulation of the national newspapers.
ACE - Advertising Cost Equivalent A comparison between the cost of advertising space and an equivalent editorial piece. This gives PR a value.
ACE PR Value An industry view that the value of PR is 2.5 times more than that of advertising taking into account the high editorial involvement and the story content.
Advertising A paid-for space in media that intends to promote a company's product or service within the area that the media targets.
Advertorial A paid for article that has the appearance of an editorial. Readers will be able to identify the piece as 'promotion' or as 'advertorial'.
BARB - Broadcasters Audience Research Board A service providing information on the audience levels every minute. This information is available for ITV and BBC.
Byline The name of the author or journalist written under the headline.
Circulation The number of copies distributed by a publication. Circulation figures are available for all major publications.
Collateral PR Materials such as a brochure or printed information about a company. Often supports media or packs and therefore obtaining links with the primary source.
Column Inches A form of measuring PR success by multiplying the length of a piece of editorial by the number of columns.
Core Message The angle taken in order to target the correct publications. Press releases contain the core message.
Coverage The amount of exposure given to a company in the media.
CPT - Cost Per Thousand The cost efficiency of publications. Calculated by dividing the rate or specific advertisement cost by the circulation or number of readers.
Crisis Management A crisis can be described as a period of potential or actual damage to the perception and/ or reputation of an organisation, individual or concept caused or started by an unexpected event. Forward planning can prevent a crisis or minimise the impact of one that is already happening.
Demographics Information about the target audience. Such as age, gender, race etc.
DPS - Double Page Spread Two pages of the same article covering both pages of an open publication. Becomes more eye-catching to the reader.
Editorial Section of a publication written by a journalist such as an article or feature.
Executive Summary Listing of key research findings.
Feature An article of a detailed nature.
Frequency Since people are exposed to more than one type of media, frequency is the average number of times that your audience could be exposed to your message.
CIPR - Chartered Institute of Public Relations The leading public relations industry professional body for the UK and Europe.
Keywords Specific words or phrases often within a press release. Many professionals use keywords in order to search for specific publications or features.
Mechanical Data The layout details of a publication including page size, width of the columns and number of columns.
Media Type Such as broadcast, national papers, consumer magazines and local or regional newsletters.
OTS - Opportunity To See (OTH - Opportunity To Hear)The number of times the target audience is likely to see a marketing message.
PR - Public Relations Public relations (PR) is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.
Press Release A written announcement issued to the news media and other publications that seeks to draw the public attention of a company's developments.
Pro-Active PR / Re-Active PR Editorials that appear as a direct result of the PR. Re-active PR is where the editorial has been placed as a result of the publication's input.
Publics 'Publics' are audiences that are important to the organisation. They include customers - existing and potential; employees and management; investors; media; government; suppliers; opinion-formers
RAJAR - Radio Joint Audience Research An independent research body who monitor the performance of all radio stations in the UK, whether BBC or commercial.
Rate Card The cost published for advertising in any type of media.
Reach The reach of a PR campaign is the total number of people within your target audience that may see your message. Often referred to as coverage.
Readership A general term that refers to the number of people reading a particular publication. Includes both the individual that purchased the publication and the other persons who have read the publication.
ROI - Return On Investment A measure of budget spent on a campaign, versus the income generated through the activity.
ROP - Run of Paper It is an instruction to a publisher indicating that no special position is sought for an advertisement, i.e. it can be placed in any convenient part of the advertising space of the publication and is therefore charged at a lower rate.
SCC RATE / Single Column Centimetre Advertising Rate How advertising rates are calculated. It is generally the width multiplied by the height of the publication column.
Sector Analysis The measure of an industry sector's media coverage.
Syndicated Articles The same article published across a series. The copy and layout can sometimes vary within the series.
Target Audience This is the group of people you are trying to reach with your message.
Target Publications Newspapers and magazines whose readership profile best matches a company's target market.
Tone Of The Media An analysis tool that accurately reflects the mood of the press. Takes into account the amount of editorial bias.
TV Regions The transmission areas of each of the ITV companies cover specific UK
TVR - Television Rating Percentage of specific demographic viewing a channel or programme, one TVR represents 1% of target audience. |
