Breaking down PR jargon

PR is essential for any business or organisation looking to connect with audiences, build trust, and manage its reputation. But like any specialised field, PR comes with its own set of terms and phrases that can often feel like a different language if you’re not familiar with it. At Peppermint Soda, we’re committed to clear communication — including helping you cut through the language we use daily.

In this blog, we’ll reveal the most common pieces of PR jargon, explaining what they mean and why they matter. By the end, you’ll be able to navigate PR conversations with ease… And know what we mean!

What Is PR jargon? 

PR jargon consists of the terms and phrases that PR professionals use to describe their work, processes, and outcomes.

Jargon often exists for good reasons: it helps experts communicate more efficiently within their field, but sometimes, it can alienate those who aren’t in the know.

Here are some of the most common PR buzzwords and what they mean in plain English. 

The jargon: Media Relations

What it means: Building and maintaining relationships with journalists, editors, and media outlets to secure press coverage. 

At Peppermint Soda, media relations is at the heart of what we do. This term encompasses everything from pitching story ideas to responding to journalists’ requests. The goal? To generate positive coverage that aligns with a brand’s values and objectives. 

Why it matters: A strong media relations strategy ensures your brand is visible in the right places, reaching the right audience, and being represented in the best possible light. 

The jargon: Earned Media

What it means: Coverage gained through unpaid efforts, such as press features, interviews, or product reviews. 

Unlike paid advertising, earned media requires convincing journalists or influencers that your story is worth sharing. It’s “earned” because it depends on merit rather than monetary exchange. 

Why it matters: Earned media carries significant weight with audiences because it’s perceived as unbiased and authentic. 

The jargon: Press Release

What it means: A structured document that announces newsworthy information about a brand or organisation, designed for distribution to the media. 

A press release typically answers the who, what, where, when, why, and how of a story and serves as a tool to generate media interest.  Press releases can lead to interviews or opinion pieces of those quoted in the release.

Why it matters: A well-crafted press release can make the difference between landing a front-page feature or journalists switching off

The jargon: Pitch

What it means: A communication sent to a journalist or media outlet to propose a story idea.

While a press release is a general announcement, a pitch is more tailored. It often involves explaining why a specific story would resonate with a publication’s audience. 

Why it matters: Journalists receive countless pitches daily. A compelling, relevant pitch can cut through and secure coverage for your brand. 

The jargon: Key Messages

What it means: The main ideas, points or statements you want your audience to remember.

Key messages are carefully crafted to align with your brand’s values and objectives and serve as the foundation for all communications, ensuring consistency across channels. 

Why it matters: Clear and consistent messaging helps your audience understand who you are and what you stand for. 

The jargon: Crisis Management

What it means: The strategies and plan of action taken to address a potential or actual public relations crisis. 

Crisis management involves preparing for potential risks,  creating response plans, and handling issues when they arise. The goal is to protect the brand’s reputation and minimise damage. 

Why it matters: How a company handles a crisis can define its reputation for years to come. A swift, thoughtful response can preserve trust and credibility. 

The jargon: Thought Leadership

What it means: Establishing a person or brand as a recognised authority or expert in a specific field. 

Thought Leadership content might include opinion articles, white papers, or keynote speeches. The idea is to share insights that inspire and influence others.

Why it matters: Thought Leadership builds trust and positions your brand as a leader in its industry, which can drive visibility and loyalty. 

The jargon: Stakeholders

What it means: Anyone with an interest in or influence over your organisation’s success. 

Stakeholders can include customers, employees, investors, partners, media, and even the broader community.

Why it matters: Addressing stakeholders’ needs and concerns is key to building strong, lasting relationships. 

The jargon: Brand Storytelling

What it means: Using narrative techniques to communicate a brand’s identity, values, and mission. 

Brand storytelling goes beyond facts and figures, focusing on emotional connections and relatable experiences. It can be woven into campaigns, social media posts, and even product descriptions. 

Why it matters: People connect with stories, not statistics. A strong narrative helps your brand stand out and creates loyalty. 

The jargon: Integrated Communications

What it means: Coordinating PR, marketing, and advertising efforts to ensure a consistent message across all channels. 

Why it matters: Consistency is key to building a strong brand identity and ensuring your message cuts through. 

The jargon: Embargo

What it means: A request to journalists to hold off on publishing a story until a specified date or time. 

Embargoes are often used when releasing major news or announcements, ensuring all media outlets have equal access to information. 

Why it matters: Managing embargoes helps control how and when your story is shared, maximising its impact. 

Why understanding PR jargon matters

At Peppermint Soda, clear communication is the cornerstone of successful PR. Understanding the jargon is about gaining the tools to engage in the process. 

When you understand the language of PR, you can better evaluate strategies, set realistic expectations, and collaborate effectively with your PR team. And ultimately, that understanding leads to better outcomes for your brand. 

At Peppermint Soda, we pride ourselves on delivering campaigns that are as impactful as they are accessible. Whether you’re looking to boost your media presence, navigate a crisis, or simply tell your story, we’re here to help — no jargon required. Contact us today: letschat@peppermintsoda.co.uk