Angle: Approach the reporter takes in writing the story
Area of Dominant Influence (ADI): Geographic area reached by radio stations
Attribution: Information for attribution can be referenced to the speaker
Audiovisuals (AV): Graphic presentations that use sight and sound to enhance the understanding of a topic
Backgrounder: Gives vital facts and history of organization or issue – written as a feature story.
Biographer: Gives vital facts and history of a person
Byline: Name of the reporter placed at the top or bottom of the article
Caption: Information describing the activity and people in a photo.
Collateral Advertising: Product or promotional publications meant to be used with a particular product or service
Consumer Publication: Printed matter intended for the general reader
Copy: Written text
Dateline: Place and date of an article’s origin; appears at the beginning of the first paragraph
Deadline: When a reporter must finish the story in order to make publication
Daybook: Daily schedules of upcoming news events, published by the Associated Press
Designated Market Area (DMA): Area reached by television stations
Editorial: Expression of opinion, as opposed to the news article, which presents facts without opinion; appear on the editorial page, separate from news stories
Embargo: Any restriction placed on when specific information may be used, often stating the desired date and time of release
Feature: Current article, but not hard news, not necessarily writing with the most important fact first
Ghostwriting: Writing generated without published credit to its author and often credited to another
Graf: Paragraph
Hard News: Present facts of an event objectively and descending order of importance
Inverted Pyramid: Style of writing in which the most comprehensive information is put in the lead, followed by less and less important information; constructed so an editor can cut after any paragraph and have a complete story that meets his or her space limitations
Lead: Beginning of a news story, generally contains who, what, when, where, and why
Lead Story: Most important article on page one; may have headline extending across entire top of page
Media Alert: Also referred to as News Advisory or tip sheet; a brief summary of the basic facts surrounding an event, often used when time is too short, or the occasion does not warrant a printed invitation
Media Kit: Organized package of information that includes background information on general topic or special events
Narrowcasting: Broadcasting journalism that targets audiences with specific interests
News Conference: Arranged gathering of media representatives to announce and explain a significant and newsworthy subject or event
News Hook (or “Peg”): Immediate event providing an occasion for printing a feature or situationer
News Release: Also referred to as a Press Release; most common written form of public relations, used to announce a client’s news and information
Official Statement: Also referred to as a position paper; a written comment prepared for the purpose of responding consistently to any question from the media regarding a particular controversial issue
“Off the Record”: When stated to a reporter, means that what follows cannot be for attribution – however the speaker must have confidence in the reporter’s integrity
Op-ed: Opinion and column page opposite the editorial page
Photo Opportunity Alert: Advisory or invitation that stresses the possibilities for photo coverage
Pitch Letter: Letter to journalist or editor introducing story ideas or other salient information
POP: “Point of purchase” advertising materials, such as a counter display in a retail store
Press Junket: Special tour for news media representatives in which transportation and accommodations are provided by the organization desiring publicity
Publicity Tour: Scheduled publicity appearances in a series of cities or locations
Shirttail: Short, related news item under another dateline at the bottom of an article
Sidebar: Feature appearing in conjunction with news article, giving human interest or historical aspects of a story
Slug: Brief heading, usually one word, designating an article or assignment
Spokesperson: Person designated to speak on behalf of the company for the record
Spot News: Current news, reported immediately
Stylebook: An organization’s printed guide to matters of grammar style
Target Audience: Selected group of people who share similar needs or conditions, such as income, age, sex, or education; and who best represent the most likely potential receivers of an organization’s message
Tease: Enticing lead to a story that tells just enough about the story to urge the reader or listener to continue
Trade Publication: Publication that focuses on a specific profession or industry
Video News Release (VNR): Broadcast version of a press release; usually includes packaged news story between one minute and 90 seconds that is ready for on-the-air use and b-roll to allow producers to edit and create their own stories
Wire Copy: Stories supplied to newspapers by news services
Wire Service – Pay-to-Play: Service that runs public relations announcements for a fee. Two major ones are BusinessWire and PRNewswire.
Wire Services – Media: Companies that supply news to various media on a subscription basis, such as Associated Press, Dow Jones Newswire, Bloomberg News, UPI
