_____________________________________________________
 
Pub.lic.i.ty - noun {puh-blis-i-tee}
1. Extensive mention in the news media or by word of mouth or other means of communication
2. Public notice so gained
3. Information, articles, or advertisements issued to secure public notice or attention
(Orgin: 1785-95 < F publicite' < ML publicitas)
Source www.Dictionary.com

_____________________________________________________

This list is by no means all inclusive. The media and people that work with them frequently, such as Public Relations agents, have their own terminology. (Not unlike any large industry) 

The words and phrases listed here are the ones you are most likely to encounter, need to understand and use.
As you navigate this site you will read some words and phrases that may be foreign to you.
Anytime I use one of the following words or phrases it will be underligned and link back to this page for quick and easy reference.

Above the fold - A news story that appear on the top half of a news papers front page. The story can be read even if the paper is folded and sitting in a newsstand or box

Avail - Slang for available advertising time slot. Radio in particular refers to their "inventory" of 30 and 60 second time slots as avails.

Air - Radio and TV sells air (This term is especially evident in radio and is short for airtime)

Air time - Not to be confused with Air, airtime refers to the time a program is broadcast

Air check - An antiquated term meaning a recording of a particular period of time. Typically a advertisement recorded for a sponsor

AP Style Book - Associated Press Style Book. Reporters and professional writers adhere to a strict set of rules when it comes to their writing. AP Style Book is basically the guidelines they use

Arbitron/Book - Arbitron is the name of the company that tracks listener demographics and establishes ratings for radio stations. Radio people call the Arbitron quarterly report as "The book"

ATOM - One of several syndication methods available on the internet - See RSS

Barter - Can mean exchanging airtime, or avails, for another product from an advertiser. Also refers to non-standard, advertiser sponsored block radio. Many weekend radio and some televison programs are "owned" by the sponsors who actually produce them are are solely responsible for the content

Beat - Actually antiquated, beat refers to a specific "territory" a reporter covers. Such as: City Hall, Local Politics, etc. More recently this term has been replaced with "assignment". Although many reporters still use beat. However assigment oftens also refers to a specific topic a reporter might be covering on a temporary basis or until a story is completed

Bird Dog - A non-paid media source. Although thought of as a noun, bird dog is a verb. People birddogging for the media typically are hoping to receive occasion favors

Blind Release

Blog - Internet based editorial newsletter. Blogs are usually updated in real time, are highly opinionated and rarely news in the traditional sense.

Blurb - Slang for a brief mention in a newspaper. Usually a stand alone mention such as a business announcement - not a quote in a larger story

Bumper Music - Music leading into and out of a commercial break during a radio broadcast.

Clipping Service - Company that specializes in monitoring all news outlets for news stories and mentions of the companies that subscribe to them.

Column Inch - News papers print in column inches. Classified advertising is often priced by the column inch

Commentary - Opinions on news as oppossed to hard news. Usually written by editors or their staffs.

Editorial - See commentary

Editorial Calendar - Many newspapers (Especially the specialty sections) and almost all magazines print calendars of the type of stories they will be printing in the future and when. (Such as June is Landscaping month. Having this information allows you to plan your press release campaigns

Editor - Person responsible for the content of a newspaper (Specialty sections often have their own editors)

Ego Publicity - A phrase coined by Michael for publicity that cannot be recycled for use in future marketing campaigns.

Ezine - Internet based magazine (Electronic Magazine)

Freelance - To write an article either on a contract basis or on spec (speculation) with the hopes of selling it to a magzine or newspaper (Freelance writers are not employed by the periodicals their columns/articles appear in)

Green File - A reporters file of contacts and sources - publicity seekers want to be included in these files

Implied Endorsement - This is not a media term but rather and insurance term that I use to explain the impact of media exposure. When a story on a person or business appears in the news there is an implied endorsement of the media outlet. In other words if your Landscaping company is in the news the public believes your firm must be the best because the news featured you. It's IMPLIED

Legs - When a story holds the interest of the public for a period of time it is said to have legs. A story without legs just doesn't interest the public no matter how often it's reported, or how much spin is put on the story. No one cares.

Long Form - Talk radio programs are broadcast as either long form or short form. Long Form is any broadcast of an hour or longer such as Rush Limbaugh. Paul Harvey's Daily News is an example of a short form broadcast

Local Angle - Local perspective on a story of national interest.

Lead - Short for Lead Story. Any story that begins a radio or television news broadcast. Can also mean a tip on a story or story idea.

Market - The geographical area any given media outlet services. Market is mostly a concern with the advertising sales aspect of a news outlet

Market Share - The percentage of the population listening or viewing a radio or television program at any given time. Market share varies from day to day and time slot to time slot (See Arbitron)

Marketing Publicity - Media exposure/publicity that can be reused in sales and marketing campaigns. Marketing publicity typically has an infinate shelf-life and is more valuable than advertising

Masthead - Located in the front of a magazine or newspaper it lists the publisher, address, contact information and sometimes reporters and even editorial guidelines

Mechanicals/Format - Guidelines magazines and newspapers set for the number of words, format, spacing etc. of articles submitted to them for consideration. A freelancer would need to know the mechanicals whereas someone writing the editorial page would not since the paper would edit the submission

News Wire/Wire - A company that distributes press releases on a contract basis. In years past news wires would fax and/or mail releases. Today many reporters subscribe to wire services to receive them email and can even designate what kind of releases they want to receive such as business. Wires also post releases online so reporters can "shop" for the kind of news they are looking for. Wires are critical for firms seeking national attention and not so much for those desiring local medai exposure.

Newsworthy - In the easiest terms; does the media care? A story that is newsworthy one day may not be the next. People seeking publicity can make stories more newsworthy with a little bit a work. Make sure to visit the Specific Topics page for more information

Presser - Media slang for Press Conference

Producer - Person responsible for creating the content of a radio or televison program. The producer usuallly arranges guest interviews and has imput on the content a program will cover. When seeking coverage on a specialty program or news segment the producer is a good place to start

Photo op - Photograph Opportunity. A picture taken with a celebrity or person of influence or performing a charitable  or popular civic act. Photo Ops are used to showcase and give picture evidence of a persons PERCEIVED value or influence

Public Relations - The art of influencing public opinion and perception of a product, company or person by persuading newspapers, and radio and televison programs to print/broadcast favorable information.

Ratings - Rating numbers reflect the total viewers/listeners of any given televison/radio program. Ratings typically rank program in order of popularity. Radio is ranked by Arbitron, TV by Nielson. Ratings are most useful when pricing/selling advertising. However a low ranked program my actually be better for some advertisers and publicity seekers if that program appeals to a small or niche market. i.e. A landscaper would do well to be interviewed on a home improvement show although that program would likely be ranked lower than a broader general interest program

Release - An announcement set to a variety of media outlets with the hopes of getting some media exposure. Sometimes a reporter may write a story based solely on the information in the release. Other times the release may spur an interview and more comprehensive story

RSS - Abbreviation for Really Simple Syndication (Also known as ATOM) RSS feeds allow bloggers and other internet based media outlets to distribute their stories/posts across the internet and for little to no cost

Spin - Spins are used primarily as damage control when a negative story is written or broadcast about a company. Very similar to Slants with the exception they are almost always used to divert attention from negative information. Even if that means playing loose with the facts. Spins are designed to offer enough contradictory information to create doubt in the orginal story

Slant - News stories can be "slanted" to favor a person or company. Every news story has two sides. Slanting is nothing more than presenting a different view of a story. The release or pitch is purposely written to highlight certain information and down play less favorable information. Slanting a news story is similar in practice to Spinning with the difference that Spins don't always feature factual information.

Slow News Days - Some days it just seems nothing big is going on. On those days when your local news leads with the story of a new Starbucks in town you know it's been a slow news day. Often reporters will call on you on slow news days looking for a story. (You might have even been told no on this same story idea a week before). Weekends tend to be slow news days most frequently. If your looking for some press make sure your local media knows you're available on the weekend.

Source/expert - Reporters keep a file of trusted contacts in what is called a "Green File". Reporters/Producers rely on outside sources for information and experts to validate opinions they express

Standard Daypart - Radio term referring to any program that airs Monday - Friday between 6am and 6pm (Could extend to 7pm depending on the market. Non-standard refers to programs that are aired between 6pm and 6am the following day or weekends. Arbitron rates standard daypart programming in 15 minute increments whereas non-standard daypart programming is gauged in blocks of time such as 3pm to 6pm - even if this time frame hosts more than one program. This practice makes determining non-standard daypart market penetration very difficult and is the primary reason non standard daypart advertising is less costly.

Specialty Section - Section of a newspaper dedicated to one specific topic such as: Business, Sports, Religion etc.

Short Form - A radio program (Typically Talk Format) that is less than 60 Minutes

Tear Sheet - An actual copy of an print ad after publication. Usually requested by out of market firms. Can also be a copy of an article (Not to be confused with a reprint - which is a copy of a feature article with the periodicals masthead or header printed on top)

Trade Publication - An industry or association specific periodical Such as Insurance Selling (Geared towards Insurance Agents)

Word Count - Total number of words a newspaper or magazine allows for any given article. (See mechanicals/format)

Vlog - Internet based, commentary oriented post (Like a Blog) that is heavily video dependent. Vlogs lost some appeal after the appearance of YOU TUBE. You Tube cornered the market and catagorized all the available VLOG content into one easily accessable format