PR & LinkedIn Glossary

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.

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.

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.

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

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

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.

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.

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 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.

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.

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.

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.