I often meet non-PR professionals who struggle with the distinction between different terms when it comes to sharing news with the media. The PR industry has had a knack for using confusing jargon that overcomplicates simple processes for decades. So with this article, which follows my explainer on PR content formats, I want to demystify some of this terminology, providing a clear picture of the processes and activities that you or your agency can use when sharing news and views with journalists. 

Understanding PR processes and activities

These are the building blocks of any PR strategy, encompassing the collection of automated knowledge work, data gathering, and human activities required to prepare and distribute information to external stakeholders.

1. Newsjacking

Definition: The practice of capitalising on current news events to draw attention to your brand or product - or at the very least, your leadership team’s opinions.

How it works: PR professionals monitor breaking news and trending topics, then quickly, with the subject matter experts’ help, create content that ties their expertise or offerings to the current event. This allows brands to join ongoing conversations and increase their visibility.

Example: During a major tech outage, a cybersecurity company might offer expert commentary on what at the top typical mistakes to make when building a secure IT infrastructure.

2. Soft pitching

Definition: A subtle approach to presenting story ideas to journalists without overtly pushing for immediate coverage.

How it works: Instead of directly pitching a specific story, PR pros reach out to journalists with general information, insights, or offers of expert commentary. This helps build relationships and positions the brand as a valuable resource for future stories.

Example: Sending a journalist a brief email highlighting recent industry trends your company has observed, without explicitly asking for coverage.

3. Pitching

Definition: The act of presenting a story idea or news item to a journalist or media outlet in hopes of securing coverage.

How it works: PR professionals craft compelling, concise pitches that outline why a story is newsworthy and relevant to the journalist's audience. This often involves personalised outreach and follow-up.

Example: Sending a tailored email to a tech journalist about your startup's innovative new product, explaining its unique features and market potential.

4. Media research

Definition: The process of identifying and analysing relevant media outlets, journalists, and influencers for potential outreach.

How it works: PR teams use various tools and databases to find journalists who cover relevant topics, study their recent articles, and understand their preferences for receiving pitches.

Example: Using a media database to find journalists who frequently write about AI in healthcare, then creating a targeted list for outreach about your AI drug discovery startup.

5. Influencer research

Definition: Similar to media research, but focused on identifying and analysing social media influencers and thought leaders in your industry.

How it works: PR professionals use specialised tools and manual research to find influencers with audiences that match your target demographic, analysing their content, engagement rates, and potential for collaboration.

Example: Identifying Instagram influencers in the sustainable fashion space for a potential partnership with your eco-friendly clothing brand.

6. Drafting

Definition: The process of creating initial versions of PR content, such as press releases, pitches, or thought leadership articles.

How it works: PR teams gather necessary information from clients or internal stakeholders, then craft compelling narratives that align with PR objectives and journalistic standards.

Example: Writing the first draft of a press release announcing your company's Series B funding round, incorporating key messages and quotes from leadership.

7. Crisis monitoring

Definition: The ongoing process of tracking potential reputational threats or negative coverage about a brand or industry.

How it works: PR teams use media monitoring tools and manual research to stay alert for any emerging issues that could impact their client's reputation, allowing for quick response and mitigation.

Example: Setting up alerts for mentions of your company name or key executives across news outlets and social media platforms, and having a response plan ready for potential negative stories.

8. Media monitoring

Definition: The ongoing process of tracking, analysing, and reporting on media coverage related to a brand, industry, or specific topics.

How it works: PR professionals use specialised software tools and manual methods to continuously scan various media outlets, including traditional news sources, social media platforms, blogs, and forums. They track mentions of the brand, competitors, industry trends, and other relevant keywords. This information is then analysed to gauge sentiment, reach, and potential impact on the brand's reputation or business objectives.

Example: A tech startup might use media monitoring tools to track mentions of their company name, product, founders, and key competitors across online news sites, tech blogs, and social media platforms. They could set up daily alerts for any new mentions and generate weekly reports summarising the coverage, sentiment, and any emerging trends or issues.

Understanding these key PR processes and activities is important for any founder looking to effectively manage their company's public relations. In the next part of this series, we'll dive into specific tools used in PR, helping you understand when and how to leverage them to achieve your communication goals.