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Just because your New Media Release is out the door, doesn’t mean it’s a static site. Continue to update your release even after sending with images, video, quotes and more. And make sure to add text before distributing telling journalists and bloggers that the site will continue to evolve so they come back for more.

See more tips here.


Advocacy Now
Check out this e-newsletter PWR recently created for the advocacy arm of the American Academy of Orthopaedic Surgeons. In addition to engaging info and multi-media content, it's loaded with good news about PR successes so members are in the loop regarding media coverage and upcoming plans.

See more releases, newsletters, tips, evites, websites and more here.

(must-know acronyms)

While we’re at it, here are a few of our favorite text/chat/email acronyms:

BOTOH - but on the other hand
- by the way
- end of business
- end of day
EOW - end of week
- in my opinion (also IMHO, in my humble opinion)
- for what its worth
- for your information
– let me know
– oh for crying out loud

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Digital Dictionary
A handy glossary of must-know terms from the digiverse

imageOkay, so you finally figured out how to retweet and DM and now you’re getting invites to join a circle!? It can be a bit overwhelming at times. So to make sure you’re not too overcome, we’ve put together a quick list of must-know terms designed for beginners and digital gurus alike. While not totally comprehensive, these terms are both common and often a bit confusing. Think we missed some? Click here to send your favorites our way and we’ll add them to the list!

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APP: A term made popular by the iPhone, an app is any application—game, browser, program, etc—that performs a specific function on your handheld or computer.

ARCHIVE: A collection of dated news releases, blog posts or other landing pages often organized by date or category on an index page.

ASTROTURFING: A campaign that pretends to be grassroots in order to create the impression of authentic buzz surrounding an idea, service or product but is, in reality, underwritten by an invested organization.

AVATAR: An image and/or username used to represent a person’s online identity on social media sites, blogs and forums.


BIT.LY: A free and popular URL shortening site that allows users to create shorter URLs to post on web. This service is particularly handy for networking sites like Twitter which limit the number of characters you can post.

BLOG: Created from two words, “web” and “log,” blogs are regularly updated online journals hosted by an individual, organization or group often created around a specific topic or theme. They are generally organized in reverse chronological order and often allow visitors to comment in response. Blog is also used as a verb, meaning to add content to, or to maintain, a blog.

BLOGOSPHERE: Blogosphere refers to all blogs, the interconnections between blogs, and the discourse created by bloggers.

BLOG ROLL: Many bloggers post a list of the blogs they regularly read and reference on their own blogs.

BOOKMARK: A social media bookmark (also referred to as share button) is a widget that enables visitors to a site to easily share and archive across their social network.


CAN-SPAM: 2003 U.S. Federal law establishing standards for senders of commercial emails. It has many stipulations including a requirement that the from and subject lines are appropriate, that a physical address of sender is included in every email, and that recipients can quickly and easily opt-out of future sends. It is an acronym for Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003.

CAPTCHA: A tool used on blogs and other sites to verify that a user if human. Captchas commonly ask readers to solve a simple puzzle, often retyping letters, in order to block software from performing functions designed for human users.

CHAT: Although it can refer to any type of web-based communication, chat most commonly refers to one-to-one, text-based communications across the internet using services like instant messaging.

imageCIRCLE: A new Google+ term, circles enable you to define your network based on relationship: friend, family, dog-lover, whatever category works for you. You can then share content that is relevant with specific cirlces, excluding others.

COMMENT: A common form of two-way online communications, comments are generally short text responses to blog posts or message posted on a social networking site that is shared with others.

COMMENT SPAM: Comment spam refers to comments posted simply to link to commenter's content, rather than as a genuine response. Comment spam is not an authentic response to content and is sometimes automated.

CROWD SOURCING: A way to tap resources and talent from outside of an organization by inviting a wider group of people to volunteer their time, skills, talents or information to solve a problem or promote a specific business goal.


DELIVERABILITY: The rate at which emails are delivered to servers, calculated by dividing the total number of delivered messages by the total number of sent messages. The rates vary depending on the type of communication and multiple other factors, but good rates exceed 90%.

DIRECT MESSAGE (aka DM): Private messages sent directly from one individual specifically to another via social network site, common with Twitter.


Example of an Evite

ELECTRONIC PRESS KIT (aka EPK): An online landing page designed to share content such as video, images and news releases with the press.

EMBEDDING: Adding code to a website so a video or photo hosted on another site is easily viewed.

EVITE: An invitation designed for, and distributed via, email.


FIREWALL: A system designed to monitor, and if necessary block, access to a private network.

FLASH: Adobe Flash is a multi-media platform used to add video, animation or other forms of interactivity to web sites. Currently, flash is blocked by some devices, such as iPads and iPhones.

FLASH MOB: A group of people who gather suddenly for a specific purpose, then disperse, often organized through text messages, social media sites and viral emails.

FORUMS (aka Message Boards): A forum is an online discussion site where various people can post comments, often organized by a specific topic.

FOLLOWERS: A social media term used most commonly with Twitter, a follower is someone who follows you or your brand (on Twitter, they are people who agreed to receive your Tweets and popularity on Twitter is often measured by number of followers).

#FOLLOWFRIDAY: A popular Friday trend on Twitter, this hashtag is used to recommend and endorse other Twitter users to an individual’s group of followers. The recommended person’s username, preceded by @, and the hastag, #followfriday, is used


GOOGLE+: Google's newest foray into the social media world. Some of the features that make it different from other social media platforms include group video chats called "hangouts", "circles" to enable communication to only certain groups of people at a time, and "sparks" that track chosen topics on the web.


HANGOUT: Google+ includes “hangouts” to make it easier to connect with friends by coordinating online for a real life meet-up or simply chatting via the web.

HARD BOUNCE: Email jargon referring to emails that cannot be delivered, usually because the email address is invalid or no longer active.

HASHTAG: Used on Twitter, a hashtag (#) can be appended to the beginning of a word and is used to aggregate, organize, share and discover relevant Twitter posts, often organized around an idea, event or topic.

HAT TIP (aka H/T): Used by bloggers to give credit for an idea, link, expression or other content brought to their attention from another blogger, a reader, blog or website.

HOSTING: Web content—blogs, video, podcasts, websites, etc—need to be hosted in order to be visible.

HTML: HyperText Markup Language is program language for web pages.

HTML 5: The newest version of HTML was introduced in 2008 and the final standard is expected in 2012. This version is designed to eliminate the need for third-party plug-ins like Flash and Java.


INSTANT MESSAGING (aka IM): A form of real-time communication between two or more people that supports direct text-based messaging via the internet.


LANDING PAGE: Any page visitors land on after clicking a link.

LIKE: A common Facebook button that allows users to approve of a comment or page. Likes are then shared with the originator’s network.

LINKBAIT: Content posted to a website or blog specifically to bait readers into clicking a link. It is often a marketing tactic designed to boost a site’s popularity and search engine ranking. Linkbait can be humorous, sensational or even offensive.


MASHUP: Content mashups, such as music or video mashups, combine different content into one to create new hybrid content. Digital mashups enable businesses or individuals to create new content by combining various online content sources.

MEME: An idea, concept or catchphrase that spreads quickly online via social networks. Meme’s often have a humorous component. Popular examples are “Rickrolling” or “lolcats.”

META-TAG: Invisible HTML tags used to store information about a site, such as relevant keywords. Many search engines use the information stored in meta-tags to index web pages.

MICROBLOGGING: Short messages broadcast to other subscribers on shared web services such as Twitter.


NET NEUTRALITY: Net neutrality is a principle requiring Internet providers not to discriminate among content or users and arguing that no information should be prioritized over another. It implies that the internet should be open to multiple users rather than focus on particular audiences.

NEW MEDIA RELEASE (also referred to as SMRs, SMNRs, IPKs and ekits): New Media Releases are media rich news releases loaded with multi-media and social-media content and delivered to the inboxes of targeted journalists and bloggers.

NEWS AGGREGATOR: A site or application that gathers headlines and brief overviews of articles from around the web and pulls it into a single site for easy viewing.

NO FOLLOW: An HTML attribute that blocks search engines from finding tagged landing pages. Generally used for privacy.


ONLINE NEWSROOM (also called Internet Pressroom or Media Center): This is the area of a organization’s website that hosts information for use by the public or media. Good newsrooms are well organized and usually incorporate easily accessible and transferable features such as video, podcasts, high-rez images, news releases, and more.

OPEN SOURCE: Open source is software code that is free to build upon. It has a broader meaning referring to open collaboration and sharing of media and information. Good examples include Apache web server and Firefox browser.


PAID SEARCH MARKETING: The placement of paid ads on search engine results pages, generally the advertiser pays the search engine per click (pay-per-click or PPC). This is different than natural search, which is the results search engines deliver when keywords are searched without triggering costs to revealed pages.

PLATFORM: The framework or content management system that frames and presents contents. Wordpress is an excellent example—it serves as a platform for a large community of blogs.

PODCAST: An amalgam of “broadcast” and “iPod,” podcasts are digital media files, usually audio but can be video, that are made available for downloading, streaming or later playback on computers or portable devices such as iPods.

PROFILE: The description social media users set up to describe themselves. Most social media and networking sites enable users to create a profile that may include info about their bio, occupation, relationship status, location as well as preferences, such as favorite music, and photos and videos. Profiles have varying levels of visibility but are generally visible to friends and followers.


RETWEET (aka RT): A Twitter term that refers to the practice of sharing someone’s tweet with your own group of followers to share content. Retweets acknowledge the initially poster.

RSS (sometimes called web feeds): Real Simple Syndication, RSS, is a data format that provides updates of dynamic content—blogs, newsroom updates, video—directly to subscribers’ inboxes.


SEARCH ENGINE MARKETING (aka SEM or search marketing): Online tactics employed along with SEO to attract customers, increase brand awareness, and increase visibility, often through pay-per-click ads and paid inclusion.

SEARCH ENGINE: A search engine is a set of programs that enables users to enter key words and phrases in order to local relevant web pages. The web pages are compiled by robots or crawlers based on relevant info, keywords or search terms. The rank of returned links is organized by relevancy established by the search engine’s algorithm (natural or organic search) or payments made to search engine (paid search).

SEARCH ENGINE OPTIMIZATION (aka SEO): SEO is the process of improving the quality of web traffic a site receives via search engines and improving the site’s ranking on search engines. Optimizing a site involves various tactics, including editing content to include high-traffic keywords.

SKYPE: A software application that allows users to make voice and video calls over the internet.

SMART PHONE (smartphone): A handheld device that includes capabilities beyond standard mobile phones, including email, chat, video, web browsing and more.

SOCIAL MEDIA: Media such as video, audio or text published and shared through share social environments such as a blog or forum. More broadly, social media refers to any online technology that enables users to publish, share and communicate online.

Social Media Footprint

SOCIAL MEDIA FOOTPRINT: Icons of social networking communities, such as Facebook, including in any landing page to invite visitors to join a brand’s network.

SOCIAL MEDIA MONITORING: Process of monitoring, and often responding to, mentions that occur in social media regarding an organization.

SOCIAL NETWORKING: The act of socializing in any online community, such as Facebook, Google+ and MySpace.

SOCIAL NEWS SITES: A website on which users may submit, share, and rank news stories—often just snippets with links to the full article. Digg and Reddit are two popular examples.

SOFT BOUNCE: Email jargon referring to emails that cannot be delivered, usually because an email inbox is full or the recipient is having technical difficulties. If a soft bounce occurs, the likelihood of later deliverability is possible. It differs from a hard bounce, which is undeliverable because the email address is invalid.

SPAM TRIGGERS: These are words present in the body or subject line of an email that alert an email program to filter the message as spam. Some of the big ones are "Free," "#1," "Sex" and "All Natural."

SPARKS: Another new term courtesy of Google+, "Sparks" enable you to identify areas of interest so you’ll be made aware of relevant web content.

SPLOGS: Short for “spam” and “blogs,” splogs are fake blogs used by unscrupulous publishers to publish fake or scraped content in order to boost search engine results.

STREAMING MEDIA (sometimes called webcasting): Video or audio that can be viewed or listened to online but not downloaded or stored.

SUPRESSION LIST (aka DNE or Do-not-email list): A suppression list should be attached to any HTML email distribution so that recipients who have opted out in the past do not receive your email.


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TAG CLOUD: A visual representation of user-generated tags or description used on a website, or, simply of a site’s word content. More popular tags generally appear larger and/or bolder while less popular tags are smaller.

TRACKBACK: Notifications sent from one website to another when updates are posted. TrackBacks are popular among bloggers who use them to let other bloggers/sites/blogs know when they’ve referenced them.

TRACKING REPORT: Email tracking reports detail metrics such as open rates, most popularly clicked links, openers, etc.

TROLL: Internet slang for someone who posts controversial, provocative or irrelevant messages in blogs, chat rooms, forums or social networking site aimed at interrupting topic of discussion

TWEET: A post on twitter, used as a verb.

TWEETUP: A gathering of Twitter users in the real world, either organized or impromptu.

TWITTER SEARCH: A Twitter operated search engine that makes it easy to search for messages, words and users in real time.


UNSUBSCRIBE: The ability of any recipient of an HTML email to easily click a link to communicate that they do not want to receive future emails and have that expressed desire respected.

URL: Stands for unified resource language. It is basically a web page address such as


VIDEO BLOG (aka vlog): A blog that produces and shares regular video content, usually theme oriented and on a regular basis.

VIRTUAL WORLD: Online virtual space, like Second Life, that combines aspects of reality with fantasy. Generally users create avatars and are able to socialize with other residents of the simulated space.


WEB 2.0: Refers to the second generation of the web which enables users with no special technical skills to create and share content. Wikipedia is a good example of a Web 2.0 website.

WEB ANALYTICS: Collection, measurement and analysis of internet data in order to understand a site’s visitors and actions for better optimization.

  Twitter Widget

WIDGET (aka gadget, badge, applet): Code embedded into a landing page to add on-screen content, usually displayed as small box, such as clocks, following a twitter hashtag, weather information, news and other features that automatically provide live updates.

WI-FI: Wireless fidelity, a system that allows various devices to connect to the internet without cables or adaptors, as long as users are within short range of an access point.

WIKI: A collection of interlinked web pages whose content is collaboratively managed by multiple users who are enabled to add to, delete or otherwise modify the page. The collaborative encyclopedia Wikipedia is the best-known example.