PR Glossary

Author Intelligence™ – Author Intelligence™ allows you to create pitch lists, email journalists and share author notes across your team with a click of a button, empowering your PR workflow.

Advertising Value Equivalency (AVE) – An antiquated PR metric that attempts to place a monetary value on the placement of an article within a publication. AVEs are calculated by measuring the column inches (in the case of print), or seconds (in the case of broadcast media) and multiplying these numbers by the respective medium’s advertising rates (per inch or per second). The resulting number is what it would have cost to place an advertisement of that size in that medium. 

Bounce Rate – The percentage of visitors to a particular website who navigate away from the site after viewing only one page.

Brand Impact – Understand the impact your earned media articles have on brand sentiment and consideration.

Clip Count – A metric that captures the total number of clips published about a particular topic or brand.

Content Amplification – Leveraging your earned media in combination with paid advertising to distribute your most impactful articles to the intended audience, on-demand and at scale, as a way to expand the readership and increase the life of the content.

Frequency – A measure of how frequently that a consumer views a campaign, marketing message or article.

Impressions – The count of the number of views of an advertisement, marketing message, or webpage.

Investor Relations – A strategic management responsibility that is capable of integrating finance, communication, marketing and securities law compliance to enable the most effective two-way communication between a company, the financial community, and other constituencies, which ultimately contributes to a company’s securities achieving fair valuation.

Media Mix Modeling – An analysis technique that allows marketers to measure the impact of their marketing and advertising campaigns to determine how various elements contribute to their overall goals. Media mix modeling provides insights that allow marketers to refine their campaigns based on several factors. For example, marketers can create campaigns that will better drive engagement and sales based on things like consumer trends and external influences.

Media Monitoring  – The act of monitoring mentions of a brand or keyword in digital, print, and broadcast media channels. 

Media Relations – Working with media for the purpose of informing the public of an organization’s mission, policies and practices in a positive, consistent and credible manner.

News Engine Optimization™ (NEO™) – Understand and optimize your messages to improve your pull-through and performance. Understand which soundbytes were amplified the most across social media, which drove the greatest amount of website traffic, and which generated the most website actions and conversions.

Page Views – The count of the number of times that a webpage is viewed.

Placement – When a piece of coverage is published on a third party source. For instance, when a story is published about your company in a national newspaper. 

Power of Voice™ – The leading content quality metric for PR and communications. Power of Voice™ is the only metric that combines content relevance, publication authority, social media amplification, and sentiment into a single competitive measurement.

PR Attribution™ – Measure how many times people, after having read a piece of content about your brand, eventually visit your website and which actions they take – including pages visited, content downloaded, sign-ups, and sales – even if there is no backlink in the article. Understand the real impact of specific campaigns, articles, soundbytes, and journalists, and use outcome-driven data to inform your communications strategy.

Reach – A measure of the estimated total number of potential consumers who viewed your specific campaign, marketing message or article. 

Reader Engagement – A measure of a variety of different metrics including: bounce rate, average attention, time on page, unique visitors, and scroll depth.

Research Trends™ – Use Onclusive Research Trends to search content in real-time and discover article frequency trends, social amplification trends, how many articles on a topic mention you versus competitors, what terms are co-mentioned with that topic, which publications are discussing a topic and which authors are writing about that topic.

Sentiment – A measure of the attitude and perception of the public towards your business, keyword, or a piece of content published. This is measured on a scale of “positive”,”neutral,” and “negative.”

Share of Voice – A measure of the percentage of the market conversations that your brand owns compared to your competitors. 

Syndicate – To have content published by one or more media outlets.