Key Terms and Concepts for Web PR

Backlink A link at another site, leading to your site and also called an incoming link. These are seen

as indications of popularity by search engines.

Boilerplate Standard wording about an organisation that usually appears at the foot of a

press release.

CGM Consumer generated media is another word for social media.

Key phrase Word or words being optimised for by a web site. Also used to refer to words that are used by users of search engines.

Online press room A part of a web site aimed at providing journalists with pertinent corporate information, such as PR contacts, images and press releases.

ORM Online reputation management - ensuring that you know what is being said about you online, and that you are leading the conversation.

Press release Also called a news release, this is an electronic or paper document issued to the media with the intention of gaining news coverage. It follows established layout guidelines.

RSS Real Simple Syndication is an easy way of syndicating content, and aggregating content. RSS allows for users to access the information on a web site without all the extra bumf.

SEO Search engine optimisation - making sure that you are achieving optimal rankings by the search engines.

Social media The media that is published, created and shared by individuals on the Internet, such as blogs, images, video and more.

Syndicate Making content available for distribution among selected clients.

Traditional media Newspapers, magazines, television and publishing houses are the realm of traditional media.