PR & Social Media - Month 1

weekly/bi-weekly client calls

regularly scheduled meetings — held either once a week or every two weeks — between the PR team and its client (aka client facing)

pitches

a tailored message — usually an email or phone call — sent by a publicist to a journalist, editor, or media outlet with the goal of securing media coverage. we aim to convince the journalist that the story idea/news is newsworthy and relevant to their audience. two types: inbound ledes (when journalists reach out to you) vs outbound ledes (you send story ideas to the media).

blurbs

a short, concise piece of text used to quickly convey key information about a person, product, event, company, or announcement. a bite-sized summary meant to grab attention and deliver the essentials in a few sentences.

typically used in media kits, press releases, email pitches, social media, event programs, and product pages. these should be concise (1-3 sentences), clear, compelling (written to catch attention quickly), and adaptable (reused across multiple platforms.

media lists

a curated database or spreadsheet of journalists, editors, bloggers, influencers, and media outlets that a PR team targets for pitching stories, announcements, or news. the goal is to organize and target outreach to the most relevant contacts who are likely to cover a specific topic, industry, or client

MuckRack

a PR software platform used by PR professionals to research journalists, track media coverage, and manage outreach. You can use this site to find relevant journalists, analyze past coverage, build media lists, monitor media mentions, and research pitch preferences.

Placement Spotlights

Highlighted showcases of earned media coverage that a PR team has secured for a client or brand; individual shoutouts or brief summaries of successful media “placements”

Clipping

The practice of collecting and saving media coverage that mention a brand, spokesperson, product, campaign, or client. These are essentially proof of placement — evidence that. PR effort resulted in earned media. Types: Digital, Print, and Broadcast

Weekly updates

Regular, structured summaries delivered by a PR team to a client or agency leadership, reporting on progress, results, and priorities from the past week and outline what’s coming next.

Monthly report

A comprehensive summary of all PR activities, media coverage, metrics, and strategic insights from the past month; typically delivered to clients to show the impact and effectiveness of PR efforts over a longer time frame than weekly updates

Barcelona Principles

Refers to the Barcelona Declaration of Research Principles, a set of seven voluntary guidelines established by the public relations industry to measure the efficiency of PR campaigns.

Opening press release

formal announcement sent to media outlets, journalists, and local publications to promote the launch of a new business location or venue

new hire press release

announces the addition of a new executive, team member, or key leader to a company or organization. it is used to publicize the hire, build credibility, and show momentum

fact sheet

a one-page, high-level summary of key information about a company/event. this is often included in press kits or attached to press releases to give journalists and stakeholders a quick-reference overview

media backgrounder

a document for the agency and client to know a journalist, including their profile and recent news coverage

Content Calendars

a planning tool used by social media managers, PR teams, and marketers to schedule and organize content across platforms and campaigns in advance

community management cheat sheet

• a vital part of a successful social media strategy and a way to engage a hotel’s most loyal fans. Social media is a two-way communication tool. Well-executed reactive community management should:

  • Spell and punctuate all correspondence with the maximum level of care  

  • Embody the voice the guest service team would have

  • Present an eagerness to resolve guest issues

reactive vs proactive community management

reactive - responding to inbound interactions from your audience as they happen
proactive - initiating outbound engagement to build relationships and strengthen the brand community

UGC requests/approvals

Any content created by real customers, fans, or users about a brand or service shared on social media. find the content and always request for permission (both internally and from the user) before reposting their content

content mission

a planned creative effort to produce content that supports a brand’s social media, PR, or marketing strategy. includes three stages: pre-production, production, and post-production

monthly social media report via sprout social

a performance summary that tracks and analyzes your brand’s social media activity, growth, and engagement metrics over the course of a month

executive summaries

a brief, high-level overview that distills the most important insights, metrics, and recommendations from the full report.

social media KPIs & metrics for success + how to calculate

• reach - total # of unique users who saw your content

• impressions - total # of times your content was displayed, whether clicked or not

• engagement rate = (total engagements/total reach of followers) x 100

• click-through rate = (link clicks/impressions) x 100

hashtag bundles

saved sets of hashtags you can quickly insert into posts — perfect for recurring themes (e.g. #MondayMotivation, #TravelTips, #Wellness Wednesday)

playbook

we conduct a social health check and audit of the competitive set. we will then receive a robust social media playbook strategy covering all aspects of social including algorithm guidelines, content cadence, content mix, brand voice, brand visuals, hashtag strategy, and methods for measuring success once we fully take over the channels

HeyOrca

allows the client to go to our calendar link, see the posts as they will look live, make notes, and approve/reject all in one place

RFIs

request for information; details the team and an overview of their reporting and planning schedule