Public Relations (PR) and marketing professionals often use specific phrases and terms unique to their industry. Sometimes, these terms can slip into conversations and might leave you feeling confused. In this blog post, we will outline the top 10 commonly used phrases in PR and marketing, providing a clear understanding of their meanings and implications.


  1. Key Performance Indicator (KPI)

A key performance indicator can also be thought of as a goal, or a target for internal and external teams to aim for. Outlining a clear set of KPIs during a campaign’s planning process will help the team track progress and measure success during and after the activation. KPIs are also a great way to show progress and growth in various areas.


  1. Media Pitch

A media pitch is a very carefully crafted message that PR professionals use to outline the value of a story, and explain why it should be published to journalists. A pitch aims to capture the journalist’s interest and showcase why the story is newsworthy or relevant. The goal of every pitch is for the story to be published. Read more about how to write a successful media pitch here.


  1. “On the Wire”

A press release is an official statement issued by an organization to the media. A press release is used to announce big news, an event, product launches, etc. A press release can either be pitched to media individually, or distributed “on the wire”. On the wire refers to PR Newswire, a popular syndication service that publishes the release digitally and pushes it out to hundreds of media outlets. While distributing a release on the wire will help garner more impressions, there is a fee to use the service.


  1. Unique Visitors per Month (UVM or UVPM)

Unique visitors per month refers to the number of people who visit a website every month. For example, the number of people who visited in a particular month. It can also be thought of or referred to as an “impression”. UVM is a strictly digital metric, and would not be the correct term for print or broadcast media.


  1. Exclusive

An exclusive is an agreement you might offer a publication, to make them more interested in covering the news. An exclusive promises that publication they will break the news first, as it provides them with exclusive rights to the news.


  1. Call to Action (CTA)
  2. A call to action is a direct instruction or request that prompts the audience to take a specific action. It can be as simple as “Shop Now,” “Subscribe,” or “Learn More.” CTAs are strategically placed in marketing materials to guide the audience towards the desired outcome, such as making a purchase, signing up for a newsletter, or engaging with content.


  1. User Generated Content (UGC)

User generated content refers to assets created by fans or influencers, as opposed to the brand. UGC can be used on a brands social media channels, website pages, or in various printed formats. While some of the pictures might not be quite as polished, it gives a brand a more authentic look that is often appreciated by viewers.


  1. Crisis Management

Crisis management is the strategic process of handling and mitigating potential or existing crises that may harm an organization’s reputation or operations. It involves preemptive planning, quick decision-making, and effective communication to minimize the impact of the crisis and maintain stakeholder trust. Read more about crisis management here.


  1. Under Embargo

In PR, having something under embargo is a request the brand makes to the media. It means the information or news provided in a pitch will not be published until a certain date, or until certain conditions have been met. In most cases, an embargo is lifted on a launch day.


  1. ROI (Return on Investment)

ROI is a metric used to gauge the effectiveness and profitability of a marketing or PR campaign. It measures the financial return generated from the investments made, such as advertising costs, media placement, or events. Calculating ROI helps determine the success of campaigns and can guide future investment decisions.