Plain language definitions of core PR, comms, and media monitoring terms.
A
Ad value equivalency (AVE) - A legacy metric that estimates advertising value for coverage; widely considered unreliable for outcomes.
Agenda setting - The ability of media coverage to shape which issues audiences consider important.
Alert fatigue - When too many alerts reduce attention to real issues.
Amplification - The spread of a message across channels and audiences.
Attribution window - The time period used to link coverage to downstream outcomes.
B
Backlink - A hyperlink from another site to your content, often used as a signal of authority.
Beat - A journalist's subject area or coverage focus.
Benchmark - A comparison point, such as competitor performance or historical averages.
Brand lift - A measured change in awareness, perception, or intent after communications activity.
Briefing - A structured update or background session with media or stakeholders.
C
Clipping - A captured mention of coverage from an outlet.
Coverage quality - A measure of how influential, relevant, and on-message coverage is.
Crisis escalation - The process of moving an issue to higher response levels.
Crisis threshold - A defined trigger point for escalating a potential issue.
Canonical tag - An HTML tag that signals the preferred version of a page to search engines.
Corporate narrative - The core story an organisation uses to explain its purpose and impact.
D
Dashboard - A visual summary of key metrics and trends.
Data integration - Combining monitoring data with other systems for reporting.
Distribution list - A targeted list of contacts for communications outreach.
Domain authority - An SEO metric used to estimate the strength of a domain.
Dwell time - How long visitors spend on a page; a proxy for engagement.
E
Earned media - Coverage gained without paying for placement.
Editorial calendar - A schedule of planned content and announcements.
Escalation path - The defined route for issue review and approval.
Executive summary - A short, decision-focused overview of key points.
Embargo - An agreement not to publish until a specified time.
F
Fact sheet - A concise document of key facts and figures.
False positive - An alert that appears important but is not.
False negative - A missed mention that should have been flagged.
Framing - The way a story is positioned or interpreted.
Frequency cap - A limit on how often an ad is shown to a user.
G
Geo targeting - Targeting communications or ads by location.
Governance - Roles and rules that keep monitoring consistent and controlled.
M
Message grid - A structured set of messages tailored to audiences.
G
Greenwashing - Misleading claims about environmental impact or sustainability.
H
Holding statement - A short initial response that acknowledges an issue while facts are gathered.
Headline analysis - Reviewing headlines to assess tone and framing.
Hreflang - An HTML tag used to signal language and regional variants.
High reach outlet - A publication with large audience influence.
I
Impressions - An estimate of how many times content was seen.
Insight - A meaningful interpretation that guides action.
Issue monitoring - Tracking specific topics or risks over time.
Indexing - The process by which search engines store and organise pages.
Influencer - A person whose audience can shape perception or behavior.
J
Journalist database - A tool or list used to manage media contacts.
Journey mapping - Mapping how audiences move through awareness to action.
K
Keyword set - The list of terms used to monitor coverage or search.
KPI - A key performance indicator linked to outcomes.
Key message - A core statement the organisation wants repeated.
Knowledge base - A shared repository of internal information and guidance.
L
Lead time - The time required between outreach and publication.
Link earning - Gaining links by providing valuable content rather than buying links.
Listening query - The search logic used to capture social or media signals.
Local press - Regional or community outlets focused on local audiences.
M
Media list - A curated list of journalists or outlets for outreach.
Media intelligence - Analysis of coverage trends and impact, beyond raw monitoring.
Message pull-through - The extent to which key messages appear in coverage.
Monitoring brief - A structured summary of recent coverage and implications.
Momentum - The speed and direction of coverage change over time.
N
Newsroom - A hub for press releases, assets, and media contacts.
News cycle - The rhythm of news creation and publication.
Negative sentiment - Unfavorable tone or reaction to coverage or conversation.
Normalisation - Adjusting metrics to make comparisons fair.
O
Owned media - Channels controlled by the organisation, such as its website.
Out of hours coverage - Monitoring and response outside normal business hours.
Outlet tier - A ranking of outlets by reach and influence.
Outreach - The act of contacting journalists or stakeholders with a story.
P
Pitch - A targeted message proposing a story to a journalist.
Press release - A formal announcement intended for media coverage.
Press kit - A package of assets and information for journalists.
Priority outlet - A publication with outsized relevance or influence.
Q
Qualified share of voice - Share of voice adjusted for quality or relevance.
Query logic - Rules and operators used to define monitoring searches.
R
Reach - An estimate of how many people could see coverage.
Reactive statement - A response issued after an event or issue emerges.
Reputation risk register - A documented list of reputational risks and triggers.
Response time - The time between a signal and a response.
S
Share of voice - The percentage of coverage a brand receives compared to competitors.
Source list - The set of outlets and feeds monitored.
Sentiment - The tone of coverage or conversation, usually positive, neutral, or negative.
Stakeholder map - A list of groups affected by or influencing the organisation.
T
Tagging taxonomy - A structured set of tags for classifying coverage.
Thought leadership - Content intended to position expertise and authority.
Tiering - Grouping outlets by influence or relevance.
Trend line - A visual display of change over time.
U
UTM parameter - A tag appended to URLs for tracking traffic sources.
Update cadence - How often reports or briefs are issued.
V
Visibility - How noticeable a brand is in coverage or conversation.
Volume - The number of mentions or items of coverage.
W
Watchlist - A list of priority topics, names, or risks to monitor.
Whitelist - A list of approved sources or terms.
Wire service - A distribution service that syndicates news content.
X
XML sitemap - A file that lists site URLs for search engines.
Y
YoY comparison - Year-over-year comparison to identify trends.
Z
Zero click search - Search results that answer queries without a click through.