Lexicon

The press card helps distinguish professional journalists from other content creators. In this article, we explore its origins, how to apply for one, its benefits and limitations, and its role in the relationship between journalism and public relations.

An editorialist is a journalist who writes opinion pieces analysing current events. They play a major role in shaping public discourse in the media.

Your zone of influence defines where your brand can have the most impact — in media, online platforms, and search visibility. Learn how to map and activate it.

An editorial line is the strategic framework that shapes a media outlet’s content. It defines tone, topic choices, and how news is presented to the public.

The right of reply is a legal mechanism allowing a person or company to respond publicly to inaccurate or damaging media content.

A freelance journalist is an independent professional paid per article. They contribute to a wide range of media outlets and play a key role in press relations.

The zoom format is a focused editorial insert that highlights key information. Once a print tool, it’s now essential in PR content and web UX strategies.

Media training is a coaching method that helps professionals improve their communication with the media. Learn about its origins, role in public relations, and the importance of regular practice.

Is the press kit still useful in 2025? Learn how communication is evolving with digital tools, and how to replace the old PDF with a living PR ecosystem.