Communication lingo, explained in clear definitions!

A section included at the end of press releases. It provides a brief description of the issuer of the press release.

An advertorial (or editorial advertisement) is an advertisement presented in the form of a news report.

All members of the public exposed to a message or media content.

A brand platform is a strategic tool that formalizes a brand’s identity. It is often implemented as part of a broader branding strategy and helps define the brand’s DNA. This tool ensures consistency between a brand’s messaging and its actions—the foundation of a strong brand image.

A branding strategy encompasses a set of elements that define a company: visual elements, values, personality, characteristics, tone of voice, and so on. These elements shape the brand image as perceived by consumers.

Brand content refers to editorial content produced by a brand to enhance its image and expertise.

Brand image refers to the overall perception of a brand by its audiences.

Branding refers to all the actions taken to build, express, and develop a brand’s identity. It encompasses its positioning, visual and verbal universe, as well as the experience it offers its audiences, with the goal of creating recognition, consistency, and long-lasting preference.

Used in public relations—particularly for B2B companies—customer case studies are generally well-received by the media. They highlight a company’s expertise and know-how through a concrete implementation at a client’s site. Of course, the client must be willing to share their experience.

Co-branding involves the joint promotion of two brands or two products from two different companies. Advantage: Each brings its audience and values to the other, and production costs are cut in half. To ensure that the positioning of the two brands is compatible, that their audiences complement each other, and to guarantee fairness between the partners, it is recommended to work with an agency.

CSR communication refers to all communication efforts aimed at promoting a company’s environmental, social, societal, and economic commitments in a responsible, clear, and sincere manner. It reflects the company’s commitment to sustainable practices while strengthening the trust of its stakeholders.

Corporate communication encompasses business communication, which highlights the company’s performance, and institutional communication, which emphasizes its values and views.

Content creators develop editorial, visual, or audiovisual content for the media and digital channels.

A communication plan is used to promote an event, a product, a brand, a company, etc. It is a document that outlines all the actions that will be used for communication.

Community management refers to all activities aimed at fostering, moderating, and growing a community around a brand on social media. It involves building connections, engaging audiences, highlighting brand messaging, and embodying the brand on a daily basis, in line with its communication strategy.

Content marketing refers to a strategy aimed at creating high-quality content with significant added value to highlight the brand’s expertise.

The set of moral rules and professional duties governing a profession. Journalists are bound by a code of ethics (the Munich Charter).

An editorial line refers to the overall set of major decisions a media outlet makes regarding how it covers the news. It determines the hierarchy of sections, the importance assigned to particular topics, the placement of stories, and the choices made in their coverage.

A blend of marketing, branding, and HR, employer branding aims to make a company more attractive, boost recruitment, and draw in new candidates. The goal is to attract “specialists”—the most talented and experienced candidates.

A recurring topic that comes up from time to time each year (Christmas, Mother’s Day, the start of the school year, etc.).

A specific approach to covering a topic to make it relevant to a target audience.

Earned media refers to visibility gained organically, particularly through press relations, media coverage, or spontaneous sharing. It strengthens credibility and trust in a brand.

The editorial calendar is a planning tool that organizes the production and distribution of content over time, in line with the communication strategy.

Employee advocacy involves engaging employees as ambassadors for the company. It enhances the authenticity of messages and organic visibility.

Editorial advertisement (also known as an advertorial or press release): Brand-sponsored content that mimics the structure, tone, and often the layout of a news article. Unlike traditional advertising, which aims for an immediate commercial message, it relies on editorial conventions (informative angle, facts, testimonials) to take the time to explain a topic and highlight a company’s expertise. Although it blends naturally into a targeted media outlet, its nature as sponsored content must remain clear and identifiable to the reader.

An editorial format designed to shed light on a market or technology. The expert opinion should not promote a company or a product, but rather highlight the expert’s knowledge.

A fact sheet is a 6- to 20-page document—essentially an “identity card”—designed to introduce a company, organization, or event to journalists. It provides a structured compilation of key information, such as the project’s origins, mission, team, and key figures. Unlike a press release, a press kit is not sent to a journalist but rather handed to them during a meeting or interview.

A freelance journalist who, in addition to their regular job or as a matter of routine, is paid by one or more media outlets.

These days, simply issuing a press release is no longer enough. After the release, it’s important to reach out to journalists (at least those in the “core target audience”) to develop a compelling pitch and convince them to cover the story.

The newspaper’s front page.

GEO, or Generative Engine Optimization, is the art of optimizing content to appear in responses generated by artificial intelligence (ChatGPT, Gemini, Perplexity, etc.).

Communication through influencers or content creators.

A KOL is an opinion leader recognized for their expertise and influence within a specific community or industry.

Live media refers to the broadcast of live content on digital platforms, which promotes audience interaction and engagement.

A “love brand” is a brand with which consumers form a strong, emotional connection.

The level of credibility and influence a media outlet has within its ecosystem.

Media coverage refers to all the attention received in the media.

Media training is preparation for speaking to the media.

Media monitoring involves tracking statements made by various sectors.

The media plan outlines the allocation of media placements and budgets across various media channels to maximize a campaign’s impact.

Marketing communication encompasses the initiatives a company implements to raise awareness of its brand or promote its offerings to its target audience.

Marketing automation refers to actions aimed at automating marketing operations. It is a process that allows you to save time on repetitive tasks so you can focus on your overall communication strategy.

A short, untitled news item about a current event.

This is the insert located at the beginning or end of a publication that lists the names and contact information of a newspaper’s main departments and staff members.

Newsjacking is a quick response to a hot news story.

Nonverbal communication refers to information conveyed through the body, gestures, eye contact, or posture.

Online reputation refers to the perceived image of a brand or company on online media and social media platforms.

Opinion piece signed by an executive.

Owned media refers to the channels owned by a brand, such as its website, social media, and newsletters. They allow the brand to control the messaging and distribution of its content.

A very short editorial piece (just a few lines) intended to draw journalists’ attention to a specific point: a statistic, a notable fact, etc. It may take the form of a “Did You Know?” section.

A press release is a short, concise document (1 to 2 pages) sent to journalists to inform them of a news story or event.

A press list is a list of journalists who might be interested in your product, company, or event—and to whom your press releases will be sent. Special attention should be paid to the so-called “core target” journalists—those you absolutely must reach in order to reach your target audience.

A collection of materials provided to journalists during a press event (press conference, press trip, etc.). It typically consists of a press kit and a press release, in both print and digital formats. It may also include promotional items: products or gifts related to the company’s or organization’s current news.

Refers to an item.

Sending a product to a select group of journalists (core target audience) so they can form their own opinion about it.

Key Qualities of a Public Relations Officer 🙂

The number of copies of a newspaper printed per issue.

A public relations specialist is a professional responsible for increasing an organization’s media visibility (also known as a media relations consultant).

A PR brief is a document that outlines the scope of a media campaign (objectives, messages, target audiences, timing).

Targeted distribution of content to a selection of qualified media outlets.

A brief editorial proposal addressed to a journalist.

Public relations helps manage relationships with the media.

Compilation of media coverage.

Paid media refers to all communication efforts based on the purchase of advertising space. It helps generate rapid, targeted visibility across media outlets and digital platforms.

A product launch is the moment when your new product or service is introduced to its target audience. It is a pivotal event for generating excitement and building brand awareness.

A layout plan for a magazine issue showing, page by page, the topics and ad placements.

A short introductory text that precedes a press release or article, either to summarize its main points (informative lead) or to pique the reader’s curiosity (teaser lead).

or Circulation. The number of copies of a newspaper sold (at newsstands and through subscriptions).

A spokesperson is an official representative of an organization.

Storytelling involves presenting key messages in a narrative format.

Thought leadership aims to position a company or executive as a leading expert on a particular topic. It relies on high-value contributions.

A direct quote often used in public relations to report what someone (such as a CEO, expert, or customer) has said.

Verbal communication, or oral communication, refers to the words, tone, and intonation used.

The point at which no new information can be included in a newspaper’s edition (content and layout finalized). Deadlines depend, in particular, on the publication frequency of newspapers and magazines.

Exclusively digital media.