Press release, story pitch, embargo, press clipping, spokesperson, crisis manual, brand journalism, Data-Driven PR. Each definition opens with the answer and points to the page that covers the topic in depth.
Advertising value equivalencyAI reputationAudience mapBrand journalismBylined articleCommunication diagnosticCommunication planCrisis committeeCrisis manualData-Driven PRDeepfakeDigital PRDisinformationEarned mediaEditorial lineEditorial projectEmbargoExclusiveFollow-upGEOImage crisisInternal communicationKey messagesMeasurementMedia listMedia trainingNewsletterOff the recordOfficial statementPress clippingPress conferencePress kitPress officePress releasePress roomReputationSpokespersonStakeholdersStory pitch
Also called: Media relations
It is the service that manages the relationship between an organization and journalists: it pitches stories, answers information requests and prepares spokespeople. MediaLink uses the term media relations, which is broader and also includes digital channels.
Media relations at MediaLinkAlso called: News release
It is the text sent to journalists to report a fact: a launch, a result, a position. A good press release says what happened, who, when, where and why, with sourced data and a press contact.
It is the subject that may become news. Pitching a story means proposing to a journalist a topic of interest to the outlet's audience. The decision to publish always belongs to the newsroom.
It is the agreement by which a journalist receives information in advance and commits to publishing it only from an agreed date and time.
It is information or an interview offered first to a single outlet, which publishes it before the others.
Also called: News conference
It is a meeting in which a spokesperson presents a fact to several journalists at once and answers questions. It is recommended when the topic interests many outlets.
It is information given to a journalist on the understanding that the source will not be identified. The agreement must be made before the conversation, and each outlet has its own rules.
It is the contact made after a story is pitched, to confirm receipt and offer additional information.
Also called: Press list
It is the list of journalists, outlets and desks relevant to a topic, with up-to-date contacts.
Also called: Media kit
It is the set of supporting materials for journalists: press release, facts about the organization, spokesperson profiles, photos and contacts.
It is the area of an organization's website for journalists, with press releases, official data, images and contacts.
Also called: News monitoring
It is the tracking of what is published about an organization, its executives and its sector, in traditional and digital outlets.
Also called: Free media
It is editorial space obtained without payment, by the outlet's decision, when the subject has news value. Nobody can promise it.
It is the person authorized to speak on behalf of an organization. It may be an executive, a technical expert or a communication professional.
Also called: Media training
It is the preparation of spokespeople for interviews and other situations of public exposure, with theory, recorded simulations and individual feedback.
Media training at MediaLinkThey are the central ideas the organization wants to convey on a topic, in a few sentences, with facts that support them.
It is what audiences think of an organization, based on what they have seen, read and experienced with it. It depends on conduct, not only on communication.
Reputation management at MediaLinkAlso called: Interested parties
They are the groups that affect or are affected by an organization: customers, employees, shareholders, suppliers, the press, government and the community.
Also called: Communication crisis
It is a situation that threatens the trust of an organization's audiences and requires a fast response.
Crisis prevention and management at MediaLinkAlso called: Crisis plan
It is the document that defines who decides, who speaks, what to say and through which channels in the most likely risk scenarios.
It is the group of people who make decisions during a crisis. It usually brings together leadership, communication, legal and the area involved in the problem.
Also called: Positioning
It is the written statement in which the organization presents its position on a fact.
It is false or misleading information that circulates as if it were true, with or without the intention of causing harm.
It is a fake video, audio clip or image created with artificial intelligence to imitate a real person.
Also called: Corporate journalism
It is the application of the journalistic method to the organization's own channels: story selection, reporting, sources and editing in the service of useful information for the audience.
Content production at MediaLinkIt is the set of criteria that defines the topics, tone and point of view of an outlet or channel.
It is an owned media outlet, such as a magazine, website, newsletter, video channel or podcast, with a defined editorial line, audience and frequency.
Editorial projects at MediaLinkAlso called: Bulletin
It is a periodic publication sent by email to an audience that has signed up to receive it.
It is the communication between an organization and the people who work there, in both directions.
Internal communication at MediaLinkAlso called: Op-ed
It is a text in which an executive or expert presents a point of view, under their own name, in an outlet or an owned channel.
Also called: Digital public relations
It is media relations work that includes portals, newsletters, podcasts, video channels and content creators.
Digital PR at MediaLinkAlso called: Data-based PR
It is the practice of building stories from proprietary data, such as surveys and studies, presented with method and source.
Also called: Optimization for generative engines
It is the discipline that works to ensure a brand is understood and correctly cited in the answers of artificial intelligence assistants. Within the group, it is led by Flowup Agency.
It is the part of reputation that is formed in the answers generated by artificial intelligence assistants.
AI reputation at MediaLinkIt is the complete reading of how an organization is perceived and how it communicates, done before any plan.
Communication diagnostic at MediaLinkIt is the document that brings together goals, audiences, messages, channels, calendar and indicators.
It is the survey of an organization's audiences, with what each one knows, thinks and expects from it.
Also called: Results measurement
It is the assessment of what communication has achieved, with indicators agreed in advance. Every figure should come with a source and a date.
Also called: Column inches
It is the calculation of how much the editorial space obtained would cost as advertising. It is an old and limited indicator, because it measures neither quality nor effect on perception.
Where to start
How do the press, the market and AI see your company today?
The communication diagnostic shows the current situation and points to where to start, before any plan.
A reading of the contextClear prioritiesNo promise of results
Request a communication diagnosticStill have a question about a term?
Write to MediaLink. Frequent questions will be added in the next updates of the glossary.