Happy Thursday people! I am having a particularly stressful week (school started and a whole lot of other stuff, but I don’t want to bore you!) and when I am having these kinds of weeks, I usually turn to my fave blogs and websites to inspire me and make me laugh. One such website is 99 Problems But a Pitch Ain’t One and one thing they usually have is the “Jargon Jar”, a fun feature that gives you quirky phrases that to the outside world make NO sense, but to us PR pros (aspiring and veteran) are like a second language!
Don’t know any jargon? That’s okay, I’ll give you some of the basics and then we can revisit it at a later date, so here is the jargon you need to know!
Bio This is short for “biography”, used for CEOs, entertainers, engineers…your clients, basically. If you represent a creative personality, then you will most definitely have a bio for them. Within the corporate, consumer, healthcare and tech industries only the head honchos get bios.
Buzz Buzz is basically creating conversations for your client; this is really the bare bones of PR, you want people talking about your client and their work. PR pros want to keep creating buzz constantly, that’s why we get paid!
Demo This is short for, “demonstration” which happens in all aspects of PR. Companies demo their product to journalists, influencers, select consumers, and members of their target demographic. Demos are good because they give companies the chance to see how their product or service will be received. It is also a way to get coverage, because journalists will more than likely write about their experience and review the product/service
Ed Cal Short for “editorial calendar”, outlets publish these calendars around October-December that give an overview of stories, special issues and what will be in their publication for the entire upcoming year. Lots of publicists use ed cals to help pitch stories, because we know in advance what the journalists will be looking for.
Feature A feature is usually a longer article, a front page or a featured article. It’s more prominent than a “hit” or regular coverage
Hit A hit is anytime your client is covered, same thing as “coverage”
Launch When a product or service is opened, think of a rocket launch, it’s being “launched” into the atmoshphere (lol)
Lead Time Lead time is the amount of time editors need to work on on a story to publication. Lead times can be anywhere from 2 weeks to 3 months! The general rule of thumb is 3-5 months for national publications (long lead), 1-2 months for smaller mags and regionals and weeklies (short lead) and less than a month or a few days for dailies and websites. Lead times are über important because even if you have an amazing story, if you don’t get it to the journalist/editor in enough time, it won’t go anywhere
Pitch The almighty pitch is a story angle or idea that you offer to members of the media in order to secure coverage/hits/features
Pub Short for “publication” and you know what that is…
Well, I hope you enjoyed this short list of jargon that I’ve put together for you. Did it help? Let me know and I can publish another list! Until next time.
XOXOXOX, Jess AsPRing