100+ essential terms explained in plain English. No jargon, just clear definitions.
Content visible on a webpage without scrolling. In PR, refers to premium placement in articles or press releases that appears immediately when opened.
Web PublishingThe clickable text in a hyperlink. Important for SEO and Digital PR - optimized anchor text helps search engines understand what the linked page is about.
SEOA metric that calculates PR value by comparing it to the cost of equivalent advertising space. While outdated, it's still used by some to measure PR ROI.
MeasurementA link from one website to another. The primary goal of Digital PR - high-quality backlinks from authoritative sites boost your SEO and drive traffic.
SEOA journalist's area of specialty or coverage. Examples: tech beat, finance beat, healthcare beat. Understanding a journalist's beat is crucial for targeted pitching.
Media RelationsA standard "About Us" paragraph included at the end of press releases. Contains key company information, founding date, mission, and location.
Press ReleaseWhen your company name appears in online content without a hyperlink. Unlinked mentions still provide visibility and can be converted to backlinks through outreach.
MonitoringThe author's name appearing on an article. Guest bylines on authoritative publications establish thought leadership and credibility.
Content MarketingA reference to a source of information. In Digital PR, being cited as a source in articles builds authority and often includes a backlink.
ContentRepublishing content on third-party sites. Can amplify reach but requires canonical tags to avoid SEO issues.
DistributionMedia mentions or articles about your company. Successful Digital PR campaigns result in coverage across multiple publications.
ResultsStrategic handling of negative events or publicity. Includes rapid response, transparent communication, and damage control.
StrategyNews stories based on data analysis and visualization. Creating newsworthy data studies is a highly effective Digital PR tactic.
ContentOnline media center containing press releases, images, fact sheets, and contact info. Makes it easy for journalists to cover your company.
InfrastructureA standard hyperlink that passes SEO value (link juice) to the destination site. The most valuable type of backlink for Digital PR.
SEOA score (1-100) predicting how well a website will rank. Target high-DA publications for maximum Digital PR impact.
SEOAhrefs' version of Domain Authority. Measures the strength of a website's backlink profile on a scale of 0-100.
SEOPublicity gained through promotional efforts rather than paid advertising. Includes press coverage, social shares, and organic mentions.
Media TypeA publication's schedule of planned content. Understanding editorial calendars helps time pitches for seasonal or themed issues.
Media RelationsAgreement where information is shared early but cannot be published until a specified date/time. Used for major announcements to ensure coordinated coverage.
Media RelationsQuotes or insights from industry experts included in articles. Responding to journalist queries (HARO) is a common way to provide expert commentary.
Thought LeadershipIn-depth article that goes beyond news to explore a topic thoroughly. More valuable than news mentions for building brand narrative.
Media TypeContacting a journalist after initial pitch. Best practice: wait 2-3 days, add value, keep it brief.
OutreachArticle written by an external contributor for another website. Effective for building backlinks and thought leadership when done authentically.
Content MarketingPlatform connecting journalists seeking sources with experts wanting media exposure. Free tier available, sends daily opportunity emails.
PlatformThe compelling angle or news element that makes a story interesting. A strong hook is essential for successful media pitches.
StrategyThe potential reach of media coverage based on publication audience size. Used to measure campaign visibility.
MeasurementVisual representation of data or information. Highly shareable asset for Digital PR campaigns that attracts backlinks naturally.
ContentDirect conversation with a journalist for a story. Can be conducted via email, phone, video, or in-person.
Media RelationsTime required between pitching and publication. Varies by outlet type: daily news (hours/days), monthly magazines (3-6 months).
Media RelationsProcess of acquiring hyperlinks from other websites. Digital PR is one of the most effective white-hat link building strategies.
SEOSEO value passed from one page to another through hyperlinks. High-authority sites pass more link juice.
SEOFinding and fixing broken or unlinked brand mentions. Contact site owners to request proper backlinks.
SEOBrief announcement inviting journalists to cover an event. Includes who, what, when, where, why, and contact info.
Media RelationsPackage of promotional materials for journalists. Includes press releases, company background, executive bios, high-res images, and fact sheets.
MaterialsTracking brand mentions, competitor activity, and industry trends across media. Essential for measuring PR impact and identifying opportunities.
ToolPersonalized email to journalists proposing a story idea. Should be concise, newsworthy, and relevant to their beat.
OutreachContent combining text, images, video, audio. Press releases with multimedia assets get 7.4x more views than text-only.
ContentLeveraging breaking news or trending topics to gain media coverage. Requires rapid response and genuine relevance to the news.
StrategyThe specific perspective or aspect of a story that makes it newsworthy. Finding the right angle is key to successful pitching.
StrategyHaving qualities that make something worthy of media coverage: timeliness, impact, proximity, prominence, oddity, conflict, or human interest.
CriteriaLink with rel="nofollow" attribute that doesn't pass SEO value. Still valuable for traffic and visibility but less impactful for rankings.
SEOInformation shared with a journalist that cannot be published or attributed. Use sparingly and establish terms clearly before speaking.
Media RelationsInformation that can be quoted and attributed. Assume everything is on the record unless explicitly stated otherwise.
Media RelationsOpinion piece by an external contributor expressing a viewpoint. Powerful for thought leadership but requires strong perspective and writing.
Content TypeUnpaid search results driven by SEO. Digital PR builds organic visibility through high-quality backlinks and brand mentions.
SEOProactive contact with journalists, bloggers, or influencers. Core activity of Digital PR campaigns.
ActivityCustomizing pitches to individual journalists based on their beat, past work, and interests. Dramatically increases response rates.
Best PracticeBrief, compelling proposal of a story idea to a journalist. Should be concise (5-7 sentences), personalized, and newsworthy.
OutreachSuccessfully securing media coverage. "We got a placement in TechCrunch" = article was published.
ResultsOfficial statement distributed to media announcing news. Follow standard format: headline, dateline, lead paragraph, body, boilerplate, contact info.
Content TypeAttention-grabbing promotional event designed to generate buzz. Can backfire if seen as inauthentic or gimmicky.
TacticRequest from journalists seeking expert sources or information for stories. Platforms like HARO distribute daily queries.
OpportunityDirect statement attributed to a person. Press releases should include compelling quotes from executives or experts.
Content ElementResponding to journalist queries and news opportunities as they arise. Complement to proactive outreach campaigns.
ApproachWebsite visitors coming from links on other sites. Key metric for measuring Digital PR impact beyond SEO.
MetricArticle featuring multiple expert opinions or product recommendations. Easier placements than dedicated features.
Content TypePractice of improving website visibility in search results. Digital PR contributes through high-authority backlinks and brand signals.
PracticeEvaluating whether media coverage is positive, negative, or neutral. Important for understanding brand perception.
MeasurementYour brand's media presence compared to competitors. Measures competitive positioning in media landscape.
MetricEvidence that others trust and value your brand. Media coverage provides powerful social proof for prospects and investors.
BenefitExpert or insider providing information for a story. Becoming a go-to source builds long-term journalist relationships.
RoleOfficial representative authorized to speak on behalf of an organization. Should be media-trained and knowledgeable.
RoleThe unique perspective or approach to a story that makes it interesting to specific audiences.
StrategyRecognized expert whose ideas influence industry thinking. Digital PR helps establish and amplify thought leadership.
PositionClassification by publication authority. Tier 1: Major national outlets (TechCrunch, Forbes). Tier 2: Industry publications. Tier 3: Niche blogs.
ClassificationMagazine or website covering a specific industry. Often easier placements with highly relevant audiences.
Media TypeContent created by customers or fans. Sharing UGC in PR campaigns adds authenticity and social proof.
ContentBrand mention without a hyperlink. Link reclamation involves contacting sites to request adding links.
OpportunityClear statement of unique benefits your company provides. Essential element of effective PR messaging.
MessagingContent that spreads rapidly through social sharing. Can't be guaranteed but certain elements increase virality.
StrategyEthical SEO practices following search engine guidelines. Digital PR is a white hat link building strategy.
SEODistribution service sending press releases to media outlets. Examples: PR Newswire, Business Wire.
ServiceAnnual best-of or trend articles published in December/January. Pitch early (October/November) for inclusion.
OpportunitySearch results where answer appears directly in Google, requiring no click-through. Featured snippets are examples.
SEOThe most comprehensive Digital PR glossary on the web. Updated regularly with new terms.