By Melissa A Vitale 

Be sure to check out the first post in this series: PR Your Self: Social Media is your Bestie

Press Kits or Media Kits are a hotly debated topic in Public Relations. Some publicists swear by them and others refuse to rely on them. Most publicists fall somewhere in between: without an on-staff graphic designer, (which is rare for boutique PR operations) media kits can cause more problems then they solve. Publicists, if using them, don't need the fanciest media kit to relay the information to journalists and going back and forth with clients on design elements is a waste of time. However, if brands commission their own media kit from a talented graphic artist, a publicist will absolutely use a stellar existing brand representation. 

While a media-kit isn't a fix-all to getting press, it can help busy entrepreneurs and experts garner more media coverage without a publicist. If you have a detailed website showcasing services or products, you likely have enough to easily create your own media kit. A media kit is a PDF that includes images, relevant links and brief written information answering the Who, What, When, Where, and Why of a brand or individual for interested press. Media kits can help busy entrepreneurs automate the process for incoming press requests. When a journalist reaches out, you can send them your media kit to help them plan how they want to approach the story. Maybe they didn't know all the products you offered or all the expertise available. It moves the conversation along quicker than without one. 

Many journalists keep media kits on file for easy-reference when considering sources for a story. When starting their initial research on a company to profile, a media kit helps a journalist understand a birds-eye view of a company to help organize their thoughts. Journalists cold-outreaching to a company may search for the term "media kit" on the website to make sure the brand is press-friendly. A media kit signals to editors and writers that a brand or individual is media-ready. Having a media kit available won't immediately bring in press opportunities, but you'll be prepared to take advantage of them when they either come knocking, or if you find them through social media. 

While I do recommend you make a media kit, I don't recommend you put it on your website available for download. You won't know who's reading your media kit and what that information can do in their hands. While of course you don't want to include intellectual property in your media kit, you never know what a troll will do and you don't want your viral moment to be someone making fun of your hard-work. Instead, on a dedicated press page, include an email address that journalists can use to request a press kit or media kit. You'll want both of these terms on your website since some journalists use control+F or a google search to find what they're looking for. You don't want them to miss you because you used press instead of media kit and vice versa. To make sure journalists will reach out to request your Media Kit, create a dedicated press email that is separate from your general "contact us" email which may or may not be monitored. 

What to Include in your Media Kit: 
A media kit can be multi-page or a single page. You'll want to include the brand basics like logo, website, social media handles, and a brief company description or boiler plate that includes the brand's mission and background. A founder bio and "available for interview" is a must-include as well.  Available for Interviews--also shortened to AFI--is a short list of topics of expertise that a journalist could interview on for a relevant story. If you're a cannabis brand, you may be able to comment on consumer trends or market predictions. If you're a sex party host, you may have topics like consent and how to prepare for your first play party on your AFI.

If the company sells products, a media kit should include some lifestyle images of the different collections, in addition to stand out descriptions and prices of the brand's best-sellers. Along with showing pictures to keep your kit dynamic, provide links to a dropbox with high-resolution, photos that are already licensed for use in press. If the company owns cool locations like an aesthetically interesting warehouse, a farm, production facility etc, include a quick shot and description of those sites. Journalists often like to tour unique facilities for industry insider stories and including these can help spark an idea for an on-location shoot. Make sure to include any attention-grabbing metrics. If you're a podcast, include your listeners. If you're a brand, include your sales or revenue if you can. Finally, have a contact email for any press requests. It can be that same press email from your press page or you can give them the email of the CMO, publicist or co-founder for boutique brands. 

Assuming you have most of this information and content already, putting together a quality media kit can take a couple of hours. I always recommend taking a step away from the draft and coming back to it in a different mindset to make sure you love everything you included. This will be your presentation to journalists and editors who in-turn, could introduce you to the world. You obviously want to put your best foot forward. As for programs to create a media kit, if you're well-versed in Photoshop or LightRoom, feel free to use those or similar design program. If I just spoke Greek to you, Google Presentation or PowerPoint will work just fine. Pick a complimentary theme to your brand design and keep the lines aesthetically pleasing. It's better to have a longer media kit than one that looks like a page from "I Spy". 

Once you have a media kit, reach out to journalists you've worked with in the past, know in your network or have connected with on twitter. Check in to see how they're doing and send along your new media kit to show them you're ready for lights, camera, action! 

It may be surprising to hear from a professional publicist who companies hire to execute and maintain campaigns that garner media attention that earning media coverage is actually very easy for entrepreneurs and startups even without a PR agency or freelance publicist. News publications get their classification because they cover what is new, exciting. The very existence of a successful startup that hasn't been featured before is newsworthy. Like the journalists who covered Apple or Microsoft in the 80s and 90s, editors and writers want to feature the latest solutions, technology or products on the market. 

Earning one article about your company great, but I like to think of aiming for only a single article as playing checkers. Media relations plays Chess. Rather than focusing on placing one story about your company, prioritize creating a relationship with a journalist. The resulting coverage from a single relationship can be meaningful profiles, company announcements and thought leadership in industry-turning trend stories. Journalists often refer back to their own network for sources of insight or quotes in an article. 

If you don't have any journalists in your network who covers your industry, don't worry! When I was growing up, I was given lectures by my parents, girl scout leaders, teachers, and even a priest who told us not to make friends on the internet. Now, I've made initial acquaintances with most of my colleagues and friends through online sources. Social media is your best friend for meeting new journalists and editors who could cover your company or expertise without a publicist. Almost all journalists have public social media handles for their writing, often aimed at keeping in touch with sources. Some journalists will immediately reach out if your social media bio raises their interest. Linking your companies handles, website and relevant awards always helps.

When you're reading an article about your industry or related to your expertise, especially if you think "Wow, I should've been in this article," find the journalist on social media. Most journalists have their social media profiles linked to their author page when you click on their byline in the article. Make it a practice to follow journalists whenever you read an article related to your industry. Journalists regularly make calls for commentary on stories they're working on. Even if they're not following you, they are often looking at their DMs and replies for new sources. This is a great way to start a long-lasting relationship. 

Social media makes it easy to stay in touch with journalists and editors you've connected with. Unlike emails where you have to go out of your way to contact them and then wait for a response, with social media, their updates wind up on your feed. A quick like, comment or reply is an easy way to easily maintain a relationship. Once you've been doing this for a while, it gets easier to get a follow back. When editors and journalists see that other mutual connections following you, they assume you're an industry source and will immediately follow you back. Always send a quick introduction if they follow you back. You can send an intro without a followback, but they may not see it as their DMs are much like their email inboxes: full of cold outreach. 

Like building any relationship, media relations takes time. It's unreasonable to think that following one editor on social media will lead to a report's-worth of press coverage. Take fifteen minutes today to find and follow ten key editors in your industry. Editors will often tweet out stories and tag the writers who wrote the story. Follow anyone relevant these new connections tweet about. Make it a point every quarter to follow ten to fifteen new media connections. Over time, you'll go from not knowing anyone who could cover your company, to having a soft or even a close relationship with a number of leading journalists who want to feature your brand. 

After you've been covered in a published story, prioritize keeping in touch with a journalist; writers often tap their past interviewees first for new stories. Let these connections know about any launches you have coming up in advance in case they want to break the news or cover the launch. Bonus points if you meet up with your journalist connections for drinks or lunch a few months before the announcement; they will appreciate the special attention to the relationship. While social media is a great way to keep up with a journalists' achievements, those who will want to know about your company's news, won't like finding out with everyone else on social media. Make a point to tell them in advance; embargo if needed. 

Before embarking on your social media relations journey, make sure you remember your etiquette 101. As stated above, journalists inboxes and DMs are often full of cold pitches. Avoid pitching them in their DMs. Start with an introduction to yourself, and an offer to support them on related articles. Ask them how they would like to receive company announcements or pitches from you. Respect their boundaries and if they don't respond, don't get disheartened. If you followed ten other people like I told you above, someone else will respond. In my experience, non-response is often due to missing the message or being too busy to respond, and they will usually respond well to a follow up at a later date.  

It's easy to get attention around the initial launch and big announcements from an exciting startup. Day-to-day however, entrepreneurs typically don't have the time to constantly come up with new angles for the many journalists and editors who could cover your brand. Maintaining consistent media coverage can be a full time job. Once you've seen a slowdown of initial media coverage is a great time to speak with a publicist. Your brand will still be fresh enough in recent coverage and a publicist can come up with unique campaigns and angles to revive interest in your company, even without a launch. 

Editor’s Note (2026):
This article reflects the early thinking behind what has hence formalized as the Four Email PR System — a founder-led framework for landing media interviews without hiring a traditional publicist. The core principles discussed here are still relevant and are now taught as part of a structured, repeatable system that installs a PR Strategy in your business in four emails per week.
Read more about the latest Digital PR Solutions by MAVPR 
Discover the Four Email PR System 
Install MAVPR Strategy in Your Business

​

By Melissa A Vitale 

This won’t be a listicle with short answers to the most common questions a publicist gets asked; rather this article will seamlessly link to the most asked questions, and their corresponding blog posts already on MAVPR under our Public Relations FAQ. 

Over the years, I’ve gotten tons of questions from people who seek quick answers from a publicist that are too nuanced to be picked up in google. When I get a couple of these, I usually turn it into an opportunity to update my blog. 

It’s been a couple years since I started organizing the blog and didn’t plan for the volume of articles 2020 would give me time to pen. 

So, here are some commonly asked questions about Public Relations and links to a corresponding blog post with my answer. 

Am I/Is my brand ready for PR? Been thinking about PR but not sure if you’re ready for a publicist? My inaugural blog post reviews how to tell Is Your Brand Ready for PR? Make sure to check out The Pre-PR Checklist below to have everything ready for day one of PR! 

What’s the difference between a PR agency and a PR freelancer? Both agencies and freelancers can propel a brand forward on a desired budget. Find out which is right for you in Public Relations Agency vs. Independent Publicist. 

What are the expectations of a public relations campaign? So often, PR agencies provide vague sets of expectations. Wondering what’s going to happen during a public relations campaign with MAVPR? Check out What to expect from a Public Relations Campaign.

Why does Public Relations have minimum retainers? For those curious about how publicist set their minimums, read through Why Public Relations Retainers Have Minimums. 

How does a publicist actually get results? You follow your publicist on Instagram and damn, she socializes a lot during the workday. Learn how it all fits into place in What does your publicist actually do?

Why wasn’t the article I was mentioned in exactly how I imagined in when I was interviewed? You talked with a journalist for 50 minutes and they included a ten-word quote in an article; you sent in 15 hrs of b-roll for a 45 second clip. These are just one of many Things a Publicist Cannot Control.

Why didn’t I see any results in the first month of PR? You spent a hefty first-month’s retainer – surely New York Times wants to profile you by now… right?? Learn more about Why does Public Relations take so long?

Does a slow month mean my campaign is failing? Public relations is typically at the mercy of editorial calendars and seasonal conversations. In terms of published articles, A slow month of coverage does not equal a bad PR Campaign. 

Why wasn’t I given photo credit for a photo I helped create? You modeled or took a photo for a brand and when your image is in Forbes, you’re not credited. Why wasn’t I credited for my photo in that article?

Where is that article I was quoted in? Connected to a journalist for a story opp and wondering where it is? Here’s how to find out when it was published - Where is the story I was included in?

Other helpful links: 
Types of Coverage reviews the different types of coverage that can arise from a public relations campaign. 

A Running Glossary of PR Terms helps decipher commonly used terms by public relations pros. 

The Pre-PR Checklist guides brands through everything you need to kick off a PR campaign with a bang. 

Importance of Sharing Media Coverage provides tips on social media driven media relations. 

By Melissa A Vitale
 
There are days I think a tattoo on my forehead “Public relations is the least immediate of all marketing” would make my life so much easier. Because public relations hinders on placing clients in existing and forthcoming editorial coverage without advertising budgets, press coverage comes when the opportunities align with the brand’s expertise and mission. Unlike social media which can lead to traffic in a matter of weeks, or digital advertising which can drive sales in days, public relations can take months before there are any results in the form of published stories.
 
There are rare publicists who promise results that never arise but rack up months of retainers before the brand severs the deal. It’s for this reason PR can get a murky rep as being one of those industries where investment can be a gamble.
 
After three years, I’ve nailed down what a concrete set of expectations of brands can expect upon working with my brand of public relations over the course of a campaign.
 
Please note, all PR agencies and freelancers are different and this summary only applies with certainty to MAVPR’s Public Relations Campaigns.
 
First Month
Your first month of PR is heavy with confirming messaging. You’ll want to allow your publicist a reasonable amount of time to plan for how they want to position the brand. MAVPR takes about 2-4 weeks to draft a messaging book (a typically 4-8 page document with all the brand’s storylines, spokesperson topics of expertise, bios, boiler plates, etc) during which time we start to introduce a brand to our close contacts to get a sense of the media appetite for the brand, and which areas will draw the most buzz. By the end of the first month, a brand will be introduced to key media and will have months-worth of press storylines that will be turned into countless pitches over the coming months. In the case of buzzworthy brands, must-have product and in-demand expertise, press opportunities may come through in the first month but its more common that the first published stories come in the second month.
 
Second Month
The second month you're seeing the opportunities come in. Depending on how quickly the campaign was able to mobilize, you'll have pending placements, and loads of pending interest. There are potential opportunities and there are opportunities that should be coming out in the coming weeks. Thanks to editorial delays, there may still not be any published coverage by month two, but you know that there is coverage coming ad have an idea of what it looks like. By this time, you may have been interviewed, provided a quote or may have sent some samples for a specific story consideration. 
 
Third Month
By now you’ve gotten your first published press with your publicist. The press opportunities are starting to be more regular.  

Of course if you had a newsworthy announcement in the first three months, these expectations are different with a full feature, potentially a wire release (brand decision) and ensuing pickup the month of the announcement. 
 
Months 4-6
By now coverage is starting to appear steady. You should be getting at least two placements per month at this point and it can range upwards of 5-8 placements a month depending on the brand’s industry, products available and areas of expertise. There are probably even repeat opportunities from the same journalist or editor.
 
Months 6-12
After 6 months the brand should be hitting the expectations of the account each month. MAVPR’s expectations range between 2-6 and 2-15 placements per month (retainer dependent). This time you usually see more standalone stories than inclusion and commentary.
 
After 6 months, be aware that a month with less coverage compared to the month previous does not mean the PR campaign is failing. Some months, editors need to hold certain topics to continue to drive traffic to those topics in the coming months, especially if they are planning a seasonal push on a certain topic. As long as an account is falling within expectations of an account the public relations account is still progressing even with a slow month.
 
By this time, you’ll have at least doubled your investment when measured in the amount of ad value your campaign has earned.
 
After 12 months
Your PR campaign hasn’t just gained momentum, it has a life of its own. Not only are there fresh stories being initiated by your publicist, but you’re also getting incoming requests from press who have mentioned or considered the brand previously. The ad value return for this time can be as high as sixteen times the investment. Some clients have seen over 1000% of returns of ad vale compared to their monthly retainer.
 
Every subsequent year
When brands engage in public relations years at a time, they are not only introduced to new editors, they also are kept on the radar of journalists who have written about them in the past. Therefore, press typically doubles in volume for every year you engage with public relations. My client who has been with me since early 2017 has seen over $570,000 in earned ad value so far for the year, by July 2020 with a potential 1.5 billion consumer reach.  
 
The longer a PR campaign and the more hours put into publicity efforts, the more editors and journalists who are introduced to a brand and the more editorial opportunities that arise with the brand already in mind. Its wiser to strategically introduce a brand to journalists as the company’s developments align with their area of coverage.
 
Continued media relations momentum and strategy ensures that a brand stays on the radar of key press with fresh stories and topics that editors want to greenlight.
 

​By Melissa A Vitale
 
If you’ve ever had a publicist or anyone strongly urge sharing of a coverage you’re included in, you may have asked yourself “is sharing media coverage important?
 
Listen, there are absolutely no rules that you have to share media coverage that includes you. Just like there are absolutely no rules that you need to send a thank you note when someone gives you a gift.
 
However, it can be beneficial to not only share the article on your personal and brand’s social media and tag the journalist who wrote the article.
 
First and foremost, sharing an article with your audience can keep them updated with the recent praise of the company. Many social media followers for brands are potential customers, not current customers. A rave review from media can be the turning point in the purchase decision-making process. While press is never measured in sales, press when used in a strategic marketing funnel utilizing social media can drive more sales than social media on its own without coverage. For avid fans of the brand, a glowing review of a brand by an industry thought leader can be something that they share to their audiences to showcase their support.
 
The sharing and subsequent resharing of an article doesn’t just boost your traffic, it also drives traffic for the journalist and media outlet. If the writer is a freelancer, this can help them win future commissions, citing high share-rates and reader traffic as a competitive advantage. Some staff writers have quotas for social shares that they need to meet monthly, or internal competitions for article views. Therefore, sharing the article can help the publication and writer who mentioned the brand as much as the brand itself.
 
When you share an article you’re mentioned in, it’s recommended you mention the journalist and publication in the share. This drives social traffic to their platforms and can also help build media relations between a brand and a journalist.
 
When you receive a hand-written note for a trinket you picked up thinking of someone, you’re more likely to repeat the act again the next time something they’ll like catches your eye. While it’s not mandatory to share a media article, sharing the article can build goodwill with writers who may be inclined to mention a brand again if another relevant topic arises.

By Melissa A Vitale
 
Like any industry expert, I find myself constantly in need of a glossary of some of the most-used terms of media relations. I’ve started a running glossary of PR terms that I anticipate to be updated as more come to mind.
 
Public Relations: The dictionary defines this one as “the professional maintenance of a favorable public image by a company or other organization or a famous person.” Which doesn’t totally answer what exactly is public relations. Many PR firms have grown to include advertising, digital and social media marketing, but more focused public relations focus on press and public events. Most public relations agencies focus on garnering earned press coverage. Read on for what that means!
 
Press: Coming from the term Printing Press, the press embodies any type of regular publication or news outlet. Examples are most often reporters, news channels, broadcast and radio news and talk shows, magazines, newspapers, industry publications and journals, regional magazine networks, magazine publishing houses, and even new media types like social media outlets, podcasts and blogs.
 
Coverage: Short for media coverage, these are the results of PR campaigns often in the forms of digital or print articles in major-name news publications. See below for types of coverage.
 
Earned / Organic Media: At its most basic definition, this is coverage that is secured without additional costs outside the publicist’s retainer. Some mentions of brands in stories or listicles are only included because the brand paid the publisher top dollar. Outlet of traditional print and web banner adds, advertising departments target ad-adverse consumers with advertorials – advertisements that look like articles. Basically, there are a lot of ways for a brand to end up on a magazine’s website or in the pages, but not all of it goes through the editorial department. Therefore, publicists specify the work we do as earned media or because we work with editors and writers to include our clients without paying advertising fees.
 
Media Relations: How do publicists get that earned media you ask? Through media relations! If you’ve ever seen a show about a publicist, you know their network is everything. Our job is to maintain relationships with press and act as a reliable source. It’s a two-way street here journalists seek out publicists for reliable sources and latest products, while publicists benefit from the inclusion of their clients.
 
Secured coverage: Coverage doesn’t just come overnight! Often times, publicists know about pending coverage in advance. When an article is confirmed but not published yet, it’s under secured coverage.
 
PR Campaign: The course of a PR engagement. Publicists refer to this as a campaign because of the months-long and season-intersecting strategy that needs to go into play. When you publicize and represent a brand, you rep then for a length of time that may have multiple seasons that the brand is relevant. For a CBD lubricant brand, this brand could be popular for April’s 4/20 and May’s Masturbation Month so the publicist needs to plan pitches as early as January for 4/20 and February for Masturbation month and pitch them both up until the respective news cycle has passed. PR Campaigns can also be launched for individual launches or announcements.
 
Retainer: The amount of money you pay a publicist per month. PR is like lawyers where you pay a retainer upfront; there is no Net 30 in PR. The retainer includes pitching, media relations and representation along with traditional services like media training which result in media coverage
 
Minimum retainer: The minimum amount a publicist or agency will onboard a client. For freelancers this could be as low as $500 while agencies can start at $3-5K and go up to $25K as a minimum retainer
 
Representation: Once you pay a publicists retainer, you are under their representation. Publicist often have meetings with top tier journalists and editors. Once you pay their retainer, your brand is going into those meetings through the publicist. You may have just started your PR campaign, but your publicist has a monthly breakfast with TODAY’s associate producer; your brand is in the eyes of the TODAY show the first week. That’s representation.
 
Placement: Another word for coverage, the result of the PR campaign
 
Pitch: Verb and Noun. You can pitch a journalist and you can send a journalist a pitch. This is what gets sent or spoken to a journalist to entice them to include a brand. Sometimes it’s an interesting fact like sales increases with unique causations,  a seasonal inclusion (like gift guides) in stories they’re already writing, or other times it’s standalone trend stories that the brand best portrays, like a brand’s rebrand symbolizing the legitimization of a vice industry. The act of sending a pitch is the verb pitching. Pitching can also be done in person (these are some of the best ways to secure pitches IMHO)

Inbound: Referred to a story opportunity that came from a journalist asking a publicist for sources that fit the topic. Publicists with multiple strong relationships often have inbound opportunities regularly so clients can see opportunities arrive even before a publicist as sent a pitch.  

Outbound: Referred to a story pitching that came as a result of a publicist's pitch or story idea. 

Exclusive: An exclusive is a story, interview or announcement that a journalist and their publication get to publish before anyone other publication
 
Press Release: A brand approved writeup distributed to press or a newswire regarding a newsworthy company move (product release, rebrand, executive hire, partnership or event)
 
Boiler Plate: The official general company "about" paragraph that goes at the end of every release. Typically 3-8 sentences long with links to social media for digital companies

Media Contact: The name of the publicist or CMO for further queries on a press release or to set up an interview

Newswire: A source of press releases that many regional and industry publications turn to for the most recent relevant news. Using a PR wire can often get a brand’s release on Yahoo, Market Watch or Business Insider
 
Media Alert: Like a press release, but these don’t get published, they just get sent to a journalist around the time the press release hits the wire or the exclusive is published They often include a press release if there is one available but press releases are not necessary for a media alert. These can turn into published stories but can be valuable in keeping interested editors up to date about brand developments
 
One-sheet: A one-page document with all the necessary at-a-glance info needed for coverage. Can be made for executive teams, companies, products or collections
 
Outlet: News outlet, blog, newspaper, magazine, digital publication, broadcast or radio show
 
Embargo: An agreement not to publish or release information before a specified announcement date

Source: Someone who provides expert information, access or other valuable insight to journalists. Publicists are sources with their network but their clients are often considered sources. 

Firsthand witness: When given a tip, reporters try to find a witness to the tip.

Double Confirmation: Journalists cannot just report on tips or everyone would be sending slander about celebs and politicians they hate. For scoops that press are interested, they need two confirmations or sources to cite to solidify their reporting 
 
Scoop/Tip: Sometimes I feel like media is a 1940s noir film with some of our newspaper lingo; scoop is one of them. A tip or a scoop is often advance notice of something before it's reached the general newscycle. MeToo started with a scoop about Harvey Weinstein than Ronan Farrow investigated and reporting.  

Media Assets: Digital and physical materials needed for a publicist to execute the campaign; headshots, product shots, lifestyle images, product descriptions, retail info, founder bios etc
 
Editorial Guidelines: The rules that dictate what an outlet will and won’t publish. Sometimes outlets won’t include links to adult sites or brands; a certain outlet won’t feature publicly traded companies. Women’s outlets prioritize Womxn and non-binary voices over cis-male etc
 
Editorial Calendar: A pre-decided calendar of what an outlet will focus their editorial content on each month. Can be for print and digital publications

Greenlight: When the editor/producer has agreed to the commission on a pitch from a journalist.  
 
Lead-time: This is lead as in leader, not lead-balloon. This is the amount of time before a story gets published. Can vary from a few hours to six months away
 
Long Lead: Outlets that publish in advance. Print is long lead with a typical 2-5 month lead-time of stories
 
Short Lead: Outlets that publish with more immediate deadline. Morning news shows, digital outlets and blogs are short lead
 
Breaking News: A national or global news story that takes over headlines and is universally covered. Celebrity deaths, marriages or births, political scandals, national or natural disasters, pandemics, social movements, and elections can all be breaking newscycles.
 
Newscycle: The length of time a particular topic remains pressing in the news
 
Editorial Lag, Delay, Hold: News outlets have to cover both evergreen and breaking news content. Sometimes, the breaking news overwhelms feature writers and all coverage turns to picking up the extra workload. This can put a hold on stories that were slated to publish on a certain date. These can also arise from internal disruptions like restructuring, unexpected staff departures or general shift in direction of editorial priorities.
 
Product Request: When a company’s product is requested for consideration for a particular story that a writer is working on
 
For consideration: If journalists and editors published stories about every product they get sent, publicists and outlets alike would be out of a job. Consumers want to see more than product recommendations and want to see a range of products. Writers are often puzzle piecing product recommendations based on a having a complimentary range of products. Therefore all product samples sent to press are always for consideration, as in its not guaranteed they’ll be included. Often times, interviews on a trend topic are often for consideration and are only used where it adds value to an article and carry the same potential to be excluded in the published article. 
 
Missed opportunity: Sometimes journalists have tight deadlines for their stories and if a brand doesn’t answer their request in time, the opportunity, while available, was missed
 
Editorial Error: Editors are humans too. Articles get passed from writer to sometimes up to 3 editors before it gets published. Things get lost in translation – often thanks to spellcheck. In accurate information editors can usually adjust with a quick request
 
Correction request: A submission to an editor or journalist to change information that is inaccurate in an article.
 
On-the-record: Information available to be published
 
Off-the-record: Information not available to be published. I’ve personally have never seen a journalist violate an off-the-record and have only heard about it in tales

Recorded phone interviews: To avoid taking notes and distracting from an interview, journalists will record the conversation for their record. It will never be published in its entirety unless its previously agreed to be used for a podcast. 
 
Media Training: Interviews often have a time limit. Phone interviews can be capped at 30 minutes while broadcast can be as short as 90 seconds. That’s a short time to tell a brand story. Media training helps prep a client to be concise, to the point and ready for any questions that gets thrown at them. For those new to interviews, media training can be extensive day-long workshops.
 
On-air Guest: The guest on a broadcast show; when in relation to PR, the client or brand rep is typically the on-air guest. 

On-air Talent: Typically the host or anchor but sometimes an on-air contributor 

Call Time: The time an on-air guest needs to be ready for an on-air broadcast

Hit Time: The time an on-air guest will be on-air

B-roll: The video and images about a brand or event that are showed during an extended video or broadcast interview to break up the visuals.
 
Lower-Thirds: The bottom of the screen that rolls the title of the person speaking on a broadcast segment.
 
Press Sampling: The best way to get a brand in front of an editor is to get the product in their hands; publicists do this thought sampling
 
Mailer / Sendout: An often-themed way to present a new product or brand to press through sampling. For events like Pride and 4/20 these can be themed. While not guaranteed, these often have high overall success rates for inclusion
 
Press Samples:  Samples of a product that are designated to give to press. Unless the product costs more than $1,000 per unit, you can anticipate that these are for consideration and will not be returned
 
Press Access: Press often chooses to cover one company over a competitor based on access. If cannabis farm A will give them a consumer tour but cannabis farm B will let them fly drones and take photos of the entire property, it's cannabis farm B that gets covered. Same with events where press have unfiltered access to CEOs, brand experts etc. 

Press Event: An event with the purpose to showcase something about the brand to the press

ROS: Run of show, a who, what, when, where, why of an event 

News conference: an event where news is announced; can be planned or spontaneous

Press List: The list of press confirmed or anticipated to arrive at an event

Press Invite/Access Pass: For events, press should have separate invitations and access passes that grant them entry and deem them special access. 

Ad Value: Typically estimated unless PR firms have ad teams who know the actual numbers, this is the main method of evaluating the value of press coverage. Many clients want to discern an article’s success by the sales, but publicists aren’t sales associates. Instead, we look at how much money the client saved by working with us instead of trying to buy their placements through advertising options. Often times, one article in an outlet like Marie Claire or Rolling stone can be valued at more than the monthly retainer. This is why public relations is so popular for brands without extensive advertising budgets.
 
UVMP / VMP: Unique visitors per month or just visitors per month. A method of gauging the reach of a press article.
 
Media Kit: A 2-12 page PDF that includes images, brief written information answering the Who What When Where Why of a band for interested press. This can be sent once a journalist has interest in a brand to answer initial questions they have about the brand.
 
Speaker Engagement: An opportunity for a client representative to speak – often in person but more recently virtual as well. Can be at an event, tradeshow, on or moderating a panel, etc.
 
Photo Credit: Who a photo in a published article is credited too. Sometimes there are limitations on these.
 
SEO: SEO has emerged as a dictator of headlines in recent years. Media houses have had to get creative to drive traffic to their websites to appease advertisers, keeping the lights on another day. They’re taking advantage of all of those late-night google searches that usually lead readers down a rabbit hole. “Why does my breath smell bad,” “How to regrow my hair,” “What do I do if I’m attracted to someone other than my wife”. Many media outlets have SEO teams that run reports on the most searched questions. They hand those reports over to editors who assign writers to answer those questions with an article. Instead of those millions of searches going to forums and blogs, reputable news outlets are sweeping up that traffic. Once users end up on a website, they can stay for hours on the suggested articles of the site.

Media buy / sponsored content: Another form of advertising that sometimes gets crossed with PR
 
Affiliate links: Affiliate links are more and more driving which products get mentioned in coverage or not. As subscriber rates dwindle, outlets need additional income streams to pay their staff. Affiliate links allow them to make commission on the traffic they bring to products.
 
Types of Coverage
There are three basic types of media coverage: 

• Commentary: Most media coverage focuses on topics, trends and predictions, not material products or brands. However, brands and publicists can still be very valuable for these. Often, journalists are on a tight deadline and need quick, reliable sources to help illustrate an industry trend or give a prediction on a market. Publicists ensure reliable insider insight at a quick turnover rate. These interactions result in brands and their leaders being included in what publicists dubs "commentary" opportunities. It can be a quote in a forecast on a specific niche in the industry or giving consumers insight on how to buy a product in a saturated market. 
• Roundup “Listicle” Inclusion: I'm sure you've read an article like "Best gadgets to trick out your pad," "Must-have skincare for summer," and "The Secrets of Success from Disruptive Entrepreneurs." These are what the media biz calls round-ups or Listicles (list articles)! A round-up can be of people, products or brands. There's really no limit to what these can be. I've seen favorite in-office work-out tips from entrepreneurs, dating advice from boss babes, travel secrets from porn stars. If it will get a click and drive affiliate links, there's a headline for it. 
• Full Feature: This is the Mac-Daddy of all PR! If your publicist sends you a full feature one day, don't bother them after 5pm; they're out celebrating! When a publicist says "Full feature" they're talking about an article that is purely dedicated to a brand. There may be a mention of another brand to showcase a larger trend, but overall, the article is dedicated to the client brand. These can be for announcements like funding raises or celeb partnerships, or just because an editor thinks their audience would benefit from learning about a company. A full features ad value can start at $5,000 and can go as high as $250K for print placements. 

All three of the above can also be classified under one of the following: 

• Seasonal: Coverage that pertains to a specific consumer season. Can be as basic as Valentine's Day, Holiday Gift Guide's, or more niche like Election cycles, Football seasons or Back to School
• Breaking News: Stories that include client products or commentary as a result of breaking news. Some examples include, "work from home essentials" in the time of Corona, sexperts commenting on viral celeb romantic-drama, or "AI tools that could have predicted Trump's Win" 
• Timely: It's very rare when a brand gets to dictate a media timeline, but in these cases this type of coverage is considered "Timely." Funding announcements - both stand alone and inclusions in roundups of funding news, new product launches, and collaborations usually fall under timely. 
• Investigative: Reporting that is done with an investigative nature. Can be on a serious development or an industry trend. 
• Evergreen: This term is thrown around a lot. Anything that isn't seasonal, timely or breaking is evergreen. If it can be published in April or August, January or June, it's evergreen. Examples include: "Best CBD essentials for sleep and stress," "The pleasure products you didn't know you needed" and "Why AI will take over Finance." Brand profiles that aren't tied to a timely or seasonal announcement are usually considered evergreen.