Eight PR Terms You Should Know But Only Vaguely Understand

  1. The act of creating one ensures that the communications team thinks deeply about prioritizing points of emphasis. The process helps distill a lot of information into something coherent, and hopefully, compelling.
  2. It brings together disparate teams to make sure that they agree with the release’s language. This is helpful because the communications team is never actually the one creating news–it comes from product, deal, sales, or management teams. This step provides a final sync so comms has an accurate and comprehensive understanding of what’s going on.
  3. They help promote consistent coverage, in your own terms.
  4. They provide information and quotes for journalists in one easily-digest document. This is especially useful for online reporters who might write 3-5 posts a day.

Ugly Duckling Exclusive

This term came up during a panel discussion[3], but may not be commonly used.

Regardless, it refers to an exclusive that consists of inconsequential or uninteresting news. A PR rep, for example, who recognizes a client announcement as uninteresting, might package it as an exclusive in an attempt to give the news a veneer of desirability and heft. The hope is that at least one reputable outlet will take the “exclusive” bait and run with the story.


  1. ^ Jim Romenesko (jimromenesko.com)
  2. ^ Pond5 Public Domain (www.prnewswire.com)
  3. ^ panel discussion (www.youtube.com)

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