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Public Relations Terminology used by Top PR Company

Swapnil Jukunte
Lenovo Many GEOs

In the world of a PR agency, some important terminologies need to be understood to avoid confusion. It has so many key terms and acronyms which can be misleading sometimes. Here is the list of some of the important terminology used in PR firms.

Backlinks: Also known as inbound or external links are the links of your website on some different domain, usually used in articles and blogs to bring back the traffic on your website. This technique is useful in increasing traffic.

Content Marketing: The fresh and informative content posted online on blogs, videos, and social media which do not promote or advertise the brand but shares all the necessary and interesting information about it.

Crisis Communication: It is a strategic management plan which is required to be executed when something wrong happens with the organization or a brand. It is designed to mitigate the risk and provide information to employees, media, government, and the key public to maintain a positive brand reputation.

CPM: It stands for “cost per thousand” or “cost per mile”. It is the method in digital marketing for pricing ads. This marketing term is used to denote the cost that an advertiser has to pay per 1,000 advertisement impressions on one web page. E.g., if the cost charged by the web publisher is $2.00 CPM, then for every 1000 impressions of the ads, the advertiser has to pay $2.00 to the publisher.

Earned Media: It is opposite of the paid media or advertising. Earned media is also called “free media” in various PR firms. It is the third-party endorsement technique where publicity is earned through media relations efforts, story pitching, and relationship building. The information related to the client’s event, product, initiative, etc. is to be shared on various digital platforms. Some of the examples are original social media posts, online customer reviews, YouTube comments, blog comments, etc.

Influencers: People love to follow interesting content on social media and get influenced by it. There comes the role of influencers. Because of their huge fan following and built-in audience, they help in reaching the consumers via their blogs or social networks on behalf of a brand.

SEO: It stands for search engine optimization. It is a process for listing your company on top of SERP (search engine result pages) for the most searched topics or keywords related to your field.

Lead Time: It is the amount of time needed to gather the information for the story by the reporters.

Impressions: The number of people who potentially visited your website or viewed your communication piece is called Impressions.

Media Relations: It is maintaining a mutually beneficial relationship between both PR professionals and the media. Whenever any publicity is required for the brand, dealing and communicating with news media and responding to media reporters helps in maintaining healthy media relationships.

Pitch: A fully prepared presentation containing all the information about the client, including their photos, videos, etc., sent to the journalist to gauge their interest in the client.

These are just very few terms that are generally used by the experts of a leading PR agency. Knowing these will help in easing your Public Relations journey.


Swapnil Jukunte

Initially based in Mumbai Graduate student of data sciences I used to write on different topics which I like most such as Technology, Educational, and Financial.

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