PR terms,
in plain English.

Boilerplate Byline Earned Media Embargo Exclusive Media Kit Pay-per-Placement Pitch PR Retainer Press Release Syndication Thought Leadership

Boilerplate

A concise, standardized paragraph positioned at the end of a press release that describes what a business does. It provides essential background, including the company's core mission, founding date, headquarters location, and website link. Reporters frequently pull foundational context directly from the boilerplate when drafting articles.

Byline

An opinion or educational article written by a founder that is published under their own name in a media outlet. Unlike an interview or company profile, a byline allows the author to frame the narrative and showcase industry expertise directly. Editors accept bylines primarily for their informational value to readers, not as promotional marketing copy.

Earned Media

Publicity gained through organic editorial interest rather than paid advertising or self-published content. It includes news mentions, feature profiles, and expert commentary published at the discretion of independent journalists. Because it cannot be bought directly, earned media carries significantly more credibility with readers.

Embargo

An agreement between a company and a journalist where news is shared in advance on the condition that it will not be published until a specified date and time. This gives reporters sufficient time to review facts, conduct interviews, and prepare a thorough piece before the announcement goes live. The arrangement relies entirely on professional trust rather than a legal contract.

Exclusive

A media strategy where a founder offers a piece of news to a single publication before pitching it to anyone else. In exchange for first access, the selected outlet typically provides more in-depth coverage and prominent placement. Once the exclusive story goes live, the news can be pitched more broadly to other outlets.

Media Kit

A dedicated digital folder or webpage that provides journalists with the essential assets needed to cover a company. It typically includes high-resolution executive headshots, logos, product screenshots, and a concise company overview. Having these materials organized and publicly accessible speeds up coverage when reporters work under tight deadlines.

Pay-per-Placement

A performance-based public relations pricing model where a client only pays when an agreed-upon media article is secured and published. This structure replaces upfront retainers and ties the agency's earnings directly to tangible results. It allows early-stage companies to protect cash flow while investing in editorial visibility.

Pitch

A brief, targeted email sent to an editor or reporter proposing a timely story idea, interview, or news angle. An effective pitch clearly explains why the topic matters right now and why it is relevant to the journalist's specific readership. It focuses on broader industry trends or fresh insights rather than a simple product demonstration.

PR Retainer

A fixed monthly fee paid to a public relations agency to secure ongoing access to their staff, strategy, and outreach efforts. The fee is charged every billing cycle regardless of how many media placements are actually secured. This traditional structure guarantees agency hours and effort, but it does not guarantee final media coverage.

Press Release

A structured written document that provides factual details about a significant company update, such as a funding round, executive hire, or product launch. It serves as an official public record and gives journalists verified quotes and data to cite in their coverage. Issuing a release alone rarely guarantees pickup, but it provides the foundational facts for direct outreach.

Syndication

The republication of an original news article across a broader network of partner publications or regional outlets. This process multiplies the visibility of a single media win without requiring separate outreach to each site. While it expands overall readership, the original publisher remains credited as the primary source.

Thought Leadership

A PR strategy focused on establishing a founder as a trusted, forward-thinking voice within their specific sector. It involves regularly sharing distinct perspectives on industry challenges through op-eds, interviews, and keynote talks. The goal is to build long-term reputation and category authority rather than direct product conversion.

Want the full picture? Read The Founder’s PR Guide →