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Events, PR and social media glossary
Plain definitions of terms you will hear when planning an event, a campaign or a social media plan.
ATL and BTL
ATL (above the line) is mass-media advertising such as TV, radio and print. BTL (below the line) is direct, on-ground promotion such as stalls, roadshows and sampling.
Brand activation
A promotion that lets people experience a brand directly, such as a stall, demonstration or interactive event at a mall, venue or festival.
Call to action
A clear instruction to the audience, such as 'WhatsApp us' or 'Book now'.
Campaign calendar
A schedule of every activity in a campaign, from announcement to the final day, used to keep messaging consistent.
Celebrity endorsement
A paid arrangement where a public figure promotes a brand through content, appearances or advertising.
Content calendar
A planned schedule of what to post, where and when, usually agreed a month ahead.
Crowd management
The planning of entry, exit, queues, barricades and security so a large audience stays safe and orderly.
Engagement rate
The share of people who interacted with a post, through likes, comments, shares or saves, compared with the number who saw it.
Green room
A private waiting room for artists and guests at an event venue.
Influencer marketing
Working with social media creators to promote a product or service to their audience.
Media kit
A pack of information, photos and contacts for journalists, usually about a brand, event or personality.
Press note
A short announcement written for journalists, covering who, what, when and where, and why it matters.
Reach and impressions
Reach is the number of different people who saw a post. Impressions count every time it was shown, including repeats to the same person.
Reel and short
Short vertical video formats on Instagram (reels) and YouTube (shorts).
Rider
A list of an artist's requirements for a performance or appearance, such as sound equipment, travel, accommodation and hospitality.
Run of show
A minute-by-minute schedule of an event, shared with everyone working on it so each person knows what happens and when.
Sound check
A rehearsal before an event where artists and the sound crew set levels and fix problems, so the show runs smoothly.
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