Having completed four weeks of my internship so far, I have learnt lots of new PR terminology that I wish I knew prior to starting. If you’re embarking on a career in PR, here are some basic terms that you should be familiar with.


This is a document sent out to potential clients who have expressed an interest in working with the agency. It showcases the different types of services an agency offers, the brands they have worked with in the past and case studies to successful campaigns and relevant industry experience.

Evaluation report

They are monthly reports for the client focusing on the activity completed in the month and an analysis of the results, such as coverage gained or social engagement, and how the programme is performing against set KPIs.

Forward features

Forward features are calendars released by trade magazines each year that detail which topics will be covered by the publication each month. They normally include topic focus, deadlines, the date it will be published and contact information. These calendars are useful tools as they allow you to see what content publications are interested in and when, allowing you to plan ahead and submit relevant press releases, case studies or comment from your client…

Horizon scanning

A weekly round-up of national, regional and trade news which is customised to each client to keep them updated on the media agenda, competitor activity and what is happening in their relevant sector. This practice is essential to carry out newsjacking and respond quickly to opportunities for each client.

Media monitoring

This is a service which monitors the media coverage generated for each client and provides daily alerts with links that coverage in print and online. This is usually done via third party company.

Messaging Matrix

A document that summarises a company’s positioning and messaging. It should align with the brand’s core values, vision and mission. The document ensures consistency of message and PR programmes that are aligned to the brand.


Newsjacking is a process of taking advantage of trending news to promote a brand or product. This requires close attention to the news agenda, sensitivity, and a meaningful connection. Monitoring news is essential to be able to identify opportunities for clients to provide valuable and timely commentary.

Thought Leadership

Thought Leadership is a person or organisation that is recognised as experts in a specific subject and can shape public opinion as they are respected for their knowledge and experience. The content created with thought leaders is normally high-quality, informative and inspires positive change and can vary from infographics, blogs, to articles to podcasts. Often, information will be backed by data or research and offers a fresh viewpoint on problems and issues.


Gourav Kumar is undertaking The Taylor Bennett Foundation Summer Stars internship at Whistle PR which offers a range of integrated communications services including strategic consultancy, PR, digital and internal communications. For further information, email info@whistlepr.co.uk or contact us here.