The Ultimate Guide to PR Terminology

Free eBook by Eight PR

In this post, we thought we would give some short and snappy definitions of common public relations terms.

As a public relations agency in Hong Kong serving technology and legal clients, Eight Public Relations works with in-house communications teams to execute campaigns, produce original content, secure media engagements, and organize media training and other activities.

But no matter where we are or what we’re doing, the one thing that remains constant is the language of public relations. While most people are familiar with common PR terms like “pitch” and “media list”, there are many other terminology that get thrown around daily.

In media training, we often impress upon clients that using terminology in an interview situation is something to avoid in most cases. This is because the terminology can quickly lose an audience.

That being said, sometimes using terminology is completely appropriate - especially when you’re talking to an audience of public relations professionals. Yet even then, issues can crop up if the terminology used means something else in another part of the world.

Notice we’re not using the word ‘jargon’ but terminology. This is because jargon is often needlessly complicated or excessively technical. Even though jargon has a place in the world - an energy lawyer talking to a trade journalist or a tech spokesperson talking to a tech reporter - PR terminology is different.

Different because it is concise, and specific and, in some cases, provides a short-hand way of communicating complex concepts. Take, for example, a press conference.

A press conference involves a host of activities including booking a venue, setting a date and time, planning the layout, contracting third parties for backdrop design and production, audio and visual rental if necessary, press release, press kit, registration, Q&A - the list is endless. But say ‘press conference’ and everyone knows what’s required.

Let's dive in!

But wait!

Originally, we wanted to create a list of terms and one line explanations but quickly discovered there were so many terms, that it was impractical. Then we had a much better idea.

Why not create a lead magnet instead?

A lead ('Leeed') magnet is an incentive offered to potential customers to induce them to provide their contact information. It can be anything from a free ebook or whitepaper to a discount voucher or free trial. Then there's a follow up to see if PR is required.

But we 've taken a different approach.

The Ultimate Guide to PR Terminology by Eight Public Relations, a PR agency in Hong Kong

We decided to produce our own eBook/lead magnet and offer it for free! No registration needed.

Now you can download The Ultimate Guide to PR Terminology by Eight PR ( in three clicks. Hurrah!

Of course, if you are looking for PR or want to have a chat, contact us today. We offer a variety of public relations services in Hong Kong and work with superb partners across the region should you be looking for a multi-market campaign.

About Eight Public Relations (

A PR agency in Hong Kong, Eight Public Relations help technology and legal clients enhance their profile and become more visible through public relations, media relations, content development, corporate reputation, thought leadership programmes, and digital communications.