- AVE
- Advertising Value Equivalency. A discredited metric estimating earned coverage's worth as paid-ad spend; abandoned by most modern PR measurement frameworks.
- Share of Voice (SOV)
- A brand's portion of total category coverage over a defined period, usually expressed as a percentage of total mentions or reach.
- Deliverability
- The percentage of pitches that reach a journalist's inbox rather than spam or quarantine folders.
- Narrative tracking
- Entity- and theme-level analysis of coverage that goes beyond sentiment to capture how a story frames a brand.
- Media database
- A directory of journalists, outlets, and beats used by PR teams for targeting and pitching.
- Earned media
- Coverage acquired through editorial pickup rather than paid placement or owned channels.
- Pitch attribution
- Connecting a specific pitch to the coverage it produced and, where possible, to downstream revenue or pipeline.
- Coverage book
- A curated collection of earned-media results, traditionally produced as a recurring report for executives.
- Embargo
- An agreement with journalists to delay publication of newsworthy information until a specified time.
- Boilerplate
- Standardized 'About' language appended to press releases describing the issuing organization.
- Wire service
- Paid distribution networks that push press releases to news outlets, databases, and financial terminals.
- Hit rate
- The percentage of pitches that result in published coverage.