Playing golf this past weekend with one of my best friends made me realize that, for almost every activity, profession or hobby around, there’s jargon that comes with them. What the hell is a “mulligan?” What does it mean when you “slice” your shot?
The world of public relations is no different. Especially at a tech PR agency like March, there’s enough jargon uses on a daily basis to leave most outsiders scratching their heads. When I first started working in the industry, I remember wishing there was a book or website I could go to that, judgment-free, would detail some of the basics for me.
I knew I would eventually come to understand the technical lingo my clients use, but there were several acronyms and phrases being tossed around the office I wanted to learn sooner rather than later.
Some of the Basics
EOD – End of Day. This is actually a bit of a vague term, especially when working with international clients. It’s always best to specify what time zone you’re referring to (i.e., EOD Boston time).
COB – Close of Business, a close cousin to and often used interchangeably with EOD, so long as the same rule of thumb highlighted above is followed.
Sweep – This essentially means “search.” Example: “Can you do an award sweep?” = refer back to awards your clients submitted for last year — the master database of awards (if one is available) — and use other searching tools/methods such as ITDatabase to identify upcoming award opportunities that might be relevant to a particular client.
Flag – Synonymous with “send” and “alert.” Flag is often used in conjunction with a recently identified award/speaking opportunity or piece of coverage that has appeared somewhere. When someone asks you to “flag” something, they mean send the information you have to the appropriate people. It’s not uncommon to flag something to your internal team before alerting your client.
Capture – Also referred to as “clip,” this is a term used to describe taking a piece of client coverage that has appeared in a publication and converting it into a company-standard template. That template will, of course, vary from company to company.
We’ve only just begun
And the list goes on! Hopefully, for my PR friends out there, new or aspiring, this was somewhat insightful. I’ll continue to detail some common PR jargon in my next post, so be sure to keep coming back for more PR Nonsense! In the meantime, don’t hesitate to ask any questions in the comments section below.
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