Getting to grips with international trade and looking at opportunities in overseas markets can be difficult at the best of times, and even more important now that Brexit is a reality.

Global business experts sometimes use unfamiliar language, or technical terminology when they work in overseas markets.

South West based International Trade Matters Ltd has created a jargon buster to explain the meanings of many of the terms to help clients understand key acronyms about products and services that can help businesses.

In line with this, Kevin Kelway, International Public Relations Specialist has created a brief ‘PR Jargon Buster’ to help with communication strategies when looking at media, marketing, and PR opportunities in working overseas.

Many people think ‘PR’ stands for ‘press release’ and it’s often unsurprising how many people at business events, marketing showcases, and networking clubs don’t know it stands for ‘public relations’.

Yes indeed, running my own PR agency and working with International Trade Matters Ltd, I live and breathe PR.

Kevin Kelway, International Public Relations Specialist

Here are a few of the commonly used PR terms and acronyms working in the international market place:

(Click the term to expand the definition)

Public Relations – the management of communications between a business or entity and the public audience
Chartered Institute of Public Relations – a professional body in the United Kingdom for public relations practitioners

Copy is a general term given to written text that is used for marketing and PR purposes and published via websites and magazines, brochures, papers, leaflets and adverts across the globe

A media pack for publication or news website is often a .pdf file put together to provide publishing information. It can include all sorts of information from advertising rates, publication dates, features, articles, and deadline dates for media releases or editorial pieces.

Usually provided as a Rate Card displaying costs for a given publication or advertising platform, based on a range of variables. For example, newspaper and magazine rates are commonly listed for 1/4 page, 1/2 page, Full page, Back Cover and Front Cover, amongst other options.

Usually provided within a Media Pack along with a Rate Card, giving a list of planned dates that a periodical publication will be released, sometimes accompanied by scheduled special features. Traditionally applied to print media, but also relevant to digital channels

Artwork and editorial deadlines ahead of the given Publication Dates to ensure your content can be included. These are usually anywhere between one day and a week prior to Publication Date, but can be weeks or months.

For decades, press coverage was measured by AVE rates as it was the only way to measure monetary value on page space gained in newspapers or magazines. With the rise of digital media with news websites, social media, blogs, PR successes are measured on the time people read stories or ‘views’.

Return On Investment

A ratio between net profit and cost of investment like PR on your business marketing and profile

Sometimes it is necessary for a media release to go out to the media before the ‘story’ can be officially announced

In this instance, the Media Release must be labelled ‘Under Embargo’ until ‘Time & Date’ allowing journalists and editors to layout the page or website, but it can’t be published until the embargo time and date has passed.

 

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