| A | B |
|---|
| press release | Primary written communication tool from a company to the media |
| backgrounder | Gives additional information on an individual mentioned in the release |
| pitch letter | A direct attempt to interest a "gatekeeper" in doing a particular story |
| narrative bio | A breezy, warm human interest story covering the life of one individual |
| straight bio | A story on the life of one individual in inverted pyramid format |
| newsworthy content | The principle thing the editor looks for in the news release |
| roundup article | Covers a number of companies or products in a particular industry |
| Q & A | A Fact Sheet in question format |
| fact sheet | A Q & A in short declarative statements of essential value |
| The Op Ed piece | Gets its name from its location in the newspaper |
| The Media Kit | a.k.a. The Press Kit |
| a position paper | a.k.a. A White Paper |
| standby statement | A sensitive piece for external audience which is better never used. |
| Writing for the Ear | radio script |
| talking points | Instructions to others by senior management on how to phrase comments to media |
| identifier | a descrptive phrase about an indivual or group mentioned ina release |
| numbers 1 to 9 | Written out in words in a release |
| baseball scores and dollars | Written in numbers in a release |
| exclamation point | To be avoided in a release |
| policeman | sexist terminology |
| the lead | First paragraph of a release with the essential information |
| a slug line | Denotes next page when (more) ends page one of release |
| contact information | Identifies sender of release |
| release date | Indicates when the infomation in a release is available for publication |
