PR & LinkedIn Glossary

AI Overviews are the summaries Google generates at the top of some results. They have been live in France since July 2026 and change how a brand is seen.

A journalistic angle is the perspective chosen to frame information and make it engaging for a specific audience. It transforms corporate news into an editorial story.

A press officer is a professional whose job is to build and maintain relationships with journalists to secure media coverage for their client or employer.

Press accreditation is the official authorization granted to a journalist to access an event. Brands organizing events manage this process directly.

Defining a news agency and how it differs from a PR agency: two professions that are often confused.

A PR agency is a firm specialized in securing media coverage for its clients through established relationships with journalists and media outlets.

A byline is the author credit on an article. A bylined article is an expert piece written by an executive and published under their name in a media outlet.

The boilerplate is the “About” paragraph at the end of a press release. Reused as is by journalists, directories and AI tools, it is the company's official description.

The term "closing" refers to a media outlet's editorial deadline. Meeting these deadlines is essential for any PR agency that wants to get published.

A media briefing prepares an executive for an interview or announcement. Definition, content, timing, and its relationship to media training.

Definition of a press office: its role, what it actually does, and how it differs from a public relations agency.

Brand journalism is an editorial approach where a brand produces content using journalistic standards: reporting, analysis, data, and testimonials.

An AI citation is when a brand or a piece of content appears in an AI answer: named in the text, cited as a source or recommended. It depends mainly on third-party sources and on how clear the content is.

Content marketing refers to the creation of useful content to attract and persuade a target audience. Definition, distinction from brand journalism, and its role in PR and LinkedIn strategies.

Defining the press release: structure, essential elements, and common mistakes to avoid to ensure it gets read by journalists.

The lead is the opening paragraph of an article or press release. In 3 to 5 lines, it must entice the reader to continue. It is crucial for capturing the attention of journalists.

Crisis communication encompasses all communication actions deployed to protect an organization's reputation in the face of a threatening event.

An editorial calendar organizes your PR and LinkedIn communications over time. Consistency is the primary driver of long-term performance.

Press clipping gathers all of a brand's media coverage. It is an essential measurement tool for managing and showcasing your PR efforts.

A press conference brings journalists together for an official announcement. Definition, relevance threshold, key steps, and the difference between a press briefing and a press release.

The dateline is the city and date that open the first paragraph of a press release. Standard in English-language releases, much looser in France.

Digital PR aims to earn mentions and links in online media and websites. It combines the codes of media relations with search objectives, on Google and in AI answers.

Defining the press kit: what it's for, what it should contain, and when to use it to win over a journalist.

E-E-A-T refers to Google's four quality criteria: experience, expertise, authoritativeness and trustworthiness. Press coverage is one of the strongest proofs of it, on Google and in AI answers.

AVE (Advertising Value Equivalency) translates press coverage into an equivalent advertising cost. It is useful for valuing PR, but should be interpreted with caution.

Online reputation is the sum of all information available online about a person or brand, and the image that this information creates. In 2026, it is also shaped by the responses of generative AI.

A press exclusive means providing information to a single media outlet, which will be the only one to publish it. It is a negotiation tool that should be used with discernment.

Earned media refers to visibility gained without purchasing advertising space: press articles, mentions, and citations. It is the only type of coverage you cannot buy directly.

A press embargo is an informal agreement where a journalist receives information in advance on the condition that it is not published before a set date.

A foreign correspondent is a journalist based in one country who reports for media in another. They are a useful bridge for companies whose story crosses borders.

French Tech refers to the French startup ecosystem and to the public mission created in 2013 to support it. Its programmes, such as French Tech Next40/120, are signals the press follows closely.

A go-to-market (GTM) strategy defines how a company brings an offer to its customers: target, positioning, pricing, channels, timing. PR has a specific role in it.

GEO covers the practices that increase a brand's chances of being cited in answers from AI tools such as ChatGPT, Perplexity or Gemini. It depends as much on what third parties say about you as on your own website.

A ghostwriter is a professional writer who creates content on behalf of another person, who then publishes it under their own name.

An international press release is not one text translated into several languages. Each version follows local conventions and is written for the journalists of the country it targets.

A press kit contains everything a journalist needs to write about you without needing to reach out for more information. It is an essential asset before any media coverage.

llms.txt is a file placed at the root of a website to present its key pages to language models. Cheap to create, it is not an official standard and whether AI tools actually use it is still debated.

Your editorial strategy defines what you say, to whom, and why. Whether for a media outlet or an executive on LinkedIn, it ensures long-term consistency and recognition.

Key messages are the backbone of any brand's communication. Three well-crafted statements are worth more than ten vague arguments.

Employer branding refers to a company's reputation as an employer among potential candidates and current employees.

Media training is a practical course that prepares executives to communicate effectively with journalists, regardless of the format: TV, radio, print, or podcasts.

A newswire is a paid service that distributes a press release to newsrooms, partner websites and financial terminals. It guarantees distribution, not coverage by a journalist.

A news hook is the reason a story is publishable now: a date, new data, an event. The angle says how to tell the story; the news hook says why to tell it today.

A newsroom is the part of a company website that gathers its information for the press: press releases, key figures, visuals, contacts. The word also refers to a brand's editorial team.

Newsjacking involves quickly capitalizing on a current event to insert your expertise and gain media coverage. The window of opportunity is short: 24 to 48 hours at most.

"Off the record" refers to information shared with a journalist who agrees not to publish it or cite the source. It only exists if the journalist explicitly agrees to these terms beforehand.

A press junket is an event where a company invites journalists, often with travel paid, to discover a product and do back-to-back interviews. The format comes from the film industry.

A press tour (or media tour, press roadshow) is a series of one-to-one meetings between a spokesperson and journalists, packed into a few days in one city or country.

A photocall is an event photography setup: a branded backdrop where participants have their photos taken. It plays a key role in press visibility.

Press delivery involves physically sending a product or document to a journalist. While useful in B2C, it is often replaced by digital alternatives in B2B.

Advertorials are sponsored content published in media outlets in the form of an article. They must be clearly identified and offer controlled visibility.

Personal branding is the intentional effort to shape your professional image and reputation to become associated with a specific expertise or value. It is built through LinkedIn, the press, events, and podcasts.

A press book gathers your best media coverage to demonstrate your media credibility. It is an essential tool for fundraising, partnerships, and public speaking engagements.

A media pitch is a short, personalized message sent to a journalist to spark their interest. It is very different from a press release.

Defining a PR plan: what it is, what it includes, and how to build one to structure your media visibility.

A spokesperson is the person designated to speak on behalf of an organization to the media, the public, or during sensitive situations.

A media pitch is a short, personalized message sent to a journalist to propose a story. A good pitch answers their question before they even ask it.

Public relations encompass all communication efforts aimed at building an organization's reputation among its various stakeholders.

Defining B2B PR: specificities, target media, and strategies for tech startups and scale-ups selling to other businesses.

B2B media relations target specialized publications, not the general public. The pace, media outlets, and angles differ significantly from consumer PR.

PR reporting measures the real value of your media relations: coverage, reach, AVE, and sentiment. It is essential for steering your strategy and convincing your decision-makers.

Defining the press review: how to turn media monitoring into a tool for strategic intelligence and PR opportunities.

Public relations refers to the practice of building relationships with journalists to secure editorial coverage (earned media).

Media follow-ups are an art form: the skill of reaching out to a journalist without becoming a nuisance. It is a discipline that requires as much effort as the initial pitch.

A press mention is any reference to an organization in the media: a dedicated article, a quote in an article, an interview, or a brief mention. It is measured by reach, quality, and business impact.

A soft landing programme helps a company set up in a foreign market with less risk: temporary office, legal help, local network. Awareness with the local press is rarely part of it.

Media sentiment is the tone in which the media, and now AI tools, talk about a brand. It complements the volume of coverage and should always be read with the outlet's credibility in mind.

Share of voice measures a brand's place against its competitors in the press, on social media or in AI answers. It is the most readable relative metric for a leadership team.

Storytelling in communication is the art of structuring a message as a narrative to make it memorable. Here is the definition applied to PR and LinkedIn for B2B leaders.

Transcreation means rewriting a message for another country while keeping its intent and effect, even if examples, figures and tone change. It is the basis of any cross-border press story.

A thought leader is an individual recognized as a benchmark in their field. Definition, differences from an expert or influencer, and the role of LinkedIn content and PR in establishing this positioning.

Defining the op-ed: why it is the most powerful PR format for a tech leader and how to get one published.

Thought leadership is the positioning of an individual or an organization as a go-to authority on a subject. It is not about the volume of content: it is the ability to advance an industry conversation with original ideas.

The VIE (Volontariat International en Entreprise) lets a French company send a young professional abroad for 6 to 24 months. For French startups, it is often their first local presence in a new market.

AI visibility measures how often a brand is named in the answers of ChatGPT, Perplexity, Gemini or Google. It is calculated on a panel of questions that buyers actually ask.

Media monitoring allows you to track what is being said about your brand, your industry, and your competitors. It is a strategic tool that is often underutilized.