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You’re working with a PR team. The ideas are flying. But suddenly, someone says, “We’ll pitch this under embargo with a strong boilerplate,” and you’re thinking, is this PR?
Here’s a plain-English breakdown of common PR terms, minus the jargon and with just enough sarcasm to keep it interesting.
What it sounds like: Cricket. Shark Tank.
What it really means: A short email your PR sends to a journalist saying, “Hey, here’s something worth writing about.” It’s not a press release, it’s more like the trailer before the movie.
What it sounds like: A political ban.
What it really means: “Here’s our news, but don’t post it till Thursday at 11 AM.” Basically, it’s an early heads-up with a “publish later” sticker on it. Journalists agree (if they’re nice).
What it sounds like: Some kind of goodie bag.
What it really means: A tidy folder with your startup’s info: logos, founder bio, product images, press release. Think: “Let’s give journalists everything they need so they don’t Google the wrong stuff.”
What it sounds like: Formal. Serious. Maybe boring.
What it really means: A written version of your announcement that looks like a news article. Journalists may copy parts of it, but only if it’s actually interesting. <br> Spoiler: “We are thrilled…” doesn’t count.
What it sounds like: A reward system.
What it really means: You got covered in the media, without paying for it. No ads, no sponsorships. Just pure “you’re interesting enough” energy. It’s the gold medal of PR.
What it sounds like: Buzzword central.
What it really means: Sharing actual insights (not promos) on things that matter in your industry. Could be a LinkedIn post, a podcast, or an article. The goal? Show you’re not just selling, you’re thinking.
What it sounds like: Industrial equipment.
What it really means: That “About Us” paragraph at the end of every press release. Same every time. Keep it tight, skip the MBA language.
What it sounds like: Some social campaign.
What it really means: Your PR team emailing journalists. Calling. Following up. Trying to get someone, anyone, to care about your story (nicely, of course).
What it sounds like: Red alert, all caps.
What it really means: Your brand did something dumb, or something happened, and now PR needs to help fix it without making it worse. Fast responses. Clear messaging. Less panic.
What it sounds like: Journalism school lingo.
What it really means: An article written by you, published in a media outlet. Great for when your founder has something smart to say and it isn’t just “we launched a thing.”
You don’t need to learn every PR term. You just need to know what’s happening, what to expect, and when to raise an eyebrow. Good PR isn’t about sounding smart, it’s about helping you get seen, get trusted, and get talked about. And that starts with speaking the same language.
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