As communications professionals, our common language is one of the great things that bind us.
PR spans borders and cultures alike, but much of the language remains constant—that’s one of fascinating details of this profession. However, PR newbies can find the terms and acronyms we commonly use confusing as they learn to navigate the industry and “PR speak.”
The talented folks at HSPR in Australia sought to make a glossary of some of the top PR terms. Their list stands at roughly 100 terms and is still growing.
Because it originated in Australia, there are terms that American PR pros might not have heard before, but might want to adapt nonetheless. So, “recce” (tour) with your team in the name of “trannie” (transparency) before “cobbie” (close of business) and have a look at terms such as the following:
IMR: Interactive media release/digital media release.
IYA: Index vs. year ago.
Lead time: The period of time reporters or broadcasters need to prepare a story for air or publication.
Media famil: Media familiarization tour; taking one member or a select group of members of the media to a set location to show, educate and inspire interest in your brand’s story.
Media monitoring: Monitoring an organization’s print and broadcast press coverage. Media monitoring companies include Cision, Slice Media.
PTAT: People talking about this.
Reach: A calculation of the total number of primary readers (the circulation) and casual readers of a publication.
ROO: Return on objectives.
Sentiment: How an online audience is reacting to a post.
You can view the entire list here, as well as ask the HSPR team to add additional terms they’re missing.