We get it – learning how to promote your business can be challenging to navigate when industry leaders use jargon that’s hard to decipher. Check out Five Terms Every PR Pro Should Know, and you’ll be speaking the PR language in no time!
A pitch is a highly targeted story idea to send to a journalist or editor at a publication, radio station, or broadcast network. Pitches are typically sent via email or direct message and can serve as a teaser before a press release or media advisory. The quality of your pitch significantly impacts the outlet’s interest; learn how to craft the perfect pitch in our blog Breaking News: Journalists May Not Care About Your Press Release!
The goal of a pitch is to generate earned media coverage. Unlike paid media, earned media is organic. It can include print, radio, and tv coverage as well as social media and influencer promotions. The key to earning media coverage is understanding what the media wants. Read our blog The State of the Media: What Journalists Want You to Know to get the scoop on what journalists are looking for.
Talking points are relevant facts and figures that help you guide your communication efforts when talking about your service or brand. They’re really important to have drafted not only for media interviews with your brand’s leadership team but also as a follow-up when you engage with any media. Because consistency promotes brand recognition, it’s important to refer back to these talking points repetitively.
Many publications use editorial calendars, which are simply a schedule of topics they’ll cover over a period of time. They’re great for PR pros because they help us know what and when to pitch a publication. To get your hands on an outlet’s editorial calendar, simply search for it on its website. (Pro tip: Editorial calendars are typically located near the media kit.) For example, see PRWeek’s 2023 editorial calendar below.
SEO, or search engine optimization, is a combination of technical and content practices that are used to improve ratings and increase visibility in Google, Microsoft Bing, and other search engines. Strategies to boost SEO performance include choosing current trending topics for your content, utilizing keywords and phrases in your content, and including relevant links within the text. Want to learn more about improving your company’s SEO performance? Check out Hubspot’s Ultimate Guide to SEO in 2023!
Now that you’re caught up to speed on tricky PR terminologies, it’s time to take the next step in expanding your PR knowledge. Check out five steps to strengthen your PR efforts and three real-world examples of the impact PR can have on your business in The Power of PR: How a Strategic Approach Can Yield a Big Return!