What does it mean?

The specific slant or perspective a story is pitched from. Your research may affect lots of people in different ways, so here we are looking at which perspective to tell the story. Is it you as a researcher, the university, a case study within? Maybe there are multiple versions for a big story, told from different perspectives/angles.

An often contested or misunderstood term. (And you should ask the journalist to clarify what they mean if they ask for it to be on background et al). Generally, its information that can be published not-verbatim and not attributed to you by name — e.g. 'a senior academic at a well-known university confirmed the claims'. For a journalist it’s not ideal, as of course they want people ‘on the record’ to improve the credibility of their reporting. See also ‘Off the record’, ‘On the record’ and Chatham House Rule.

A technique used in media interviews to steer a conversation back to your key messages. Politicians use this to the extreme - 'What I think is central here is...'. But it is a useful technique to bring the conversation back to what you are there to talk about.

Sometimes misquoted as 'Rules' which — if we're being pedantic, as Chatham House only has one rule on their wall — is wrong.
The rule is:
When a meeting or part thereof is held under the Chatham House Rule participants are free to use the information received but neither the identity nor the affiliation of the speaker(s) nor that of any participant may be revealed.

This is managing communications during a high-pressure incident. Could be a fire, data breach, student or staff welfare incident. It’s not the same as Crisis Management, but it is an integral part of it and is about informing the right stakeholders of critical information for their safety and to protect the University’s reputation where possible.

You may see this term flying around quite a bit. It’s the agreement with media/journalists to not publish a story until a specified date and time - but with advance notice of the details of the story. The purpose is that it allows comms and media professionals to prepare stories and content to all go live at the same time - maybe TV interviews, social media content, write-ups etc. A lot of the larger journals do this routinely. It is standard practice for comms and media teams (internally and externally at media outlets) to be sent an ‘embargoed copy’ of a press release or the journal itself. If in doubt, talk to your comms team - don’t keep them out of the loop because it says embargo - that’s who you need to tell (how else do we get you on TV on the day of the release!).

Mostly used in reference to social media. Each platform has its own measurement for this but broadly, it is how many people have liked, commented, shared or clicked on the material you’ve posted. If it’s a video, sometimes it is about how long the viewer watched.

A piece of accessible content (article, video, graphic - hey like this one!) that breaks down a complex topic for a non-specialist audience. I would argue, in a university setting, this is or should be about 90% of the comms team whole reason for being.

A brief, initial response issued to the media while a full response is being prepared - ie ‘We’re aware and looking into it’. In theory, it’s designed to stop incorrect info filling the interim period - 'An info vacuum always gets filled!'

Refers to social media. This is how many times your post has been shown to other platform users. This can be higher than reach as the same post may appear to the same person multiple times. Ie - if lots of your connections engage with a post, you’ll likely to see it a few times.

I like to think of this as ‘what do you want the reader/viewer to feel(remember) from your research?’. So one or two core elements you want an audience to take away. They are short, impactful and memorable. It’s also what you’d use as your ‘must say’ points in a broadcast media interview.

Usually approved responses to anticipated questions. Drafted by communications teams to ensure - often in the interests of time on broadcast interviews - that the key points get across. See also 'Key message'

A small, often off-the-record meeting or call with journalists to provide context before a story breaks. Academics may be invited to brief journalists ahead of a major report or government inquiry. See also 'Background', 'Off the record' and 'On the record'.

The systematic tracking of coverage across print, broadcast, and online media. Often using third-party tools or agencies. See also 'Social Listening'.

Practical coaching to prepare you for broadcast and print interviews. Usually they cover how to help with staying calm and relaxed in a broadcast setting, delivery, bridging techniques, and handling hostile questions.

This is an agency-favourite buzz word, but it is important. It describes the overarching or a consistent story you are telling - this would usually be through various methods/over a period of time rather than just via one new research paper. This could be in relation to you, or an institution. Comms & PR teams will often think about this in relation to what the Dept/School etc wants to say about itself for student and staff recruitment, and reputation.

Otherwise known as a ‘peg’ or ‘news peg’ - a reason why your story is relevant right now. It could be something as simple as your research being about Easter, and so making sure it’s launched around then (as opposed to say, November). Essentially, connecting your research to a current news event dramatically increases the chance of media coverage.

This is information shared with a journalist that they agree not to publish or attribute to you. Useful for providing context it relies entirely on trust as it has no legal protection, but the general rule is they are using it as part of their intelligence gathering about the story and won’t reference the detail nor you as part of it. Useful if you want to ensure details are correct and provide a steer

Anything said between you and a journalist that can be directly quoted and attributed to you by name in a publication. This should be the default assumption in any media interaction unless you explicitly agree otherwise. Important to note that - in the UK at least - once you have had this interaction, the journalist can use it in context without any further permission (though they will likely give you notice when it goes out).

'Opposite Editorial' - refers to the place it used to be in a newspaper. An opinion article in your name where you give your view on a policy decision or on a major talking point that has been in the news recently. Usually (though not always) reserved for 'thought-leaders' and with those with robust experience or credentials in a given area.

A social media term, primarily, meaning the amount of people you reach for free* through your own channels. Ie - when you post on LinkedIn, XYZ people saw your post. Also used sometimes in relation to press releases - but this is usually tracked through how many publications /syndicates the release or quotes from it featured in. *free, meaning that you haven't paid the platform or outlet to promote it.

These terms are increasingly used and refer to:

Owned - your/your institution's website or social media (ie, the things you can control and post on without any intermediary)

Earned - used to describe media relations work, so press coverage mostly. Something you can’t control but can ‘earn’ if it’s compelling enough for news etc.

Paid - traditional advertising - so a magazine ad, but also a paid post on LinkedIn for example (so across both external and ‘owned’ media channels). Most publications/platforms must make it clear to readers that it is an advert or paid post.

Usually used in relation to social media, and most commonly in marketing a specific product - ie, a short course. How many people saw your advert - essentially.
See also ‘Owned, Earned & Paid Media’

Traditionally, a structured written announcement issued to journalists and editors. Comms and PR teams will usually write these in institutions - or sometimes the journal or funder may do. They are usually about new research, awards, appointments, or institutional achievements. I say traditionally because they are becoming less common.

Proactive PR involves generating coverage through planned campaigns; reactive PR involves responding to media enquiries or issues. They work in tandem and Comms & PR teams will ideally work to ensure you’re available for both.

The act - or team in charge or - protecting and enhancing the institutions reputation. See 'What’s the difference between marketing, PR & communications? Post'

Generally used in relation to social media. It's the estimated number of people who have been exposed to a piece of content or coverage. Different from engagement and impressions.

This is the ongoing process of monitoring, protecting, and enhancing how an organisation or individual is perceived by key audiences - usually by the PR or Communications team.

The practice of improving the visibility of web content in search engine results. Relevant for academic profiles, departmental pages, and public-facing research summaries. There's an argument at how effective this in the age of AI.

Essentially, checking what is on social media about a subject. For example, mentions of your name, institution, or topic area. It's useful when you've launched new research to see where it's been picked up and what is being said about it.

The designated person authorised to speak publicly on behalf of an institution or team. This is more a term for corporate entities where there will be different spokespeople assigned to answer or talk about different subject areas. It’s not quite the same at universities, as most talk about their area of expertise rather than the university. The most common instance you’ll see ‘A University spokesperson’ will be when the institution comments on a story about the institution itself in a media report.

A fancy way of saying - who are you trying to tell this story to? Often stories and campaigns (and in particular, events) are just thrown out into the social media ether with hope it finds someone. It’s imperative that you do some work to find out who your work is for and who to target. They could be policy makers, media, special interest groups, industry partners, students etc - this will inform a media strategy and maybe even your work.

More of a corporate term but means content or activity that positions an individual or institution as a leading voice on a topic. Of course, if you are an academic with a specialism, this automatically puts you as an expert - the leadership part comes from getting your voice into the right media - opinion pieces / op-eds, keynote speeches, podcast appearances etc.