Buzz: This is the thing your PR person is searching for – a buzz, to build up a buzz and excitement about you and your product. Totally unmeasurable in any meaningful way - so beware!
By-Line: This is the thing spotty student journalist wet their beds over. Your name (no, not in lights – be serious!) underneath something you’ve written in a newspaper of magazine.
Client: That’s you. It’s also the way PR people talk. Once you’re in their clutches you lose your actual name: Client is on the phone. Tell Client that I’ll speak to him later. God, Client is being a bastard today. etc. etc.
Client List: A list of lots of their Clients – they probably have names but the word CLIENT is always bigger on the page.
Clippings: Bits of the newspaper or mag in which you’re featured which are
sent to PR companies so they can

justify their charges – or not! Watch out for this one!
Collateral: A personal favourite here at Right Angles. A really pathetic, ridiculous, annoying, stupid word that really up-themselves PR & Marketing companies (& designers too – there’s no escape boys!) use to describe printed material. Yes. It’s true!
Column inches: A complete rip off. An outrageous way of charging a Client on top for the amount of inches a story gets in a newspaper.
Communications audit: This involves a PR person interviewing all your staff about life, the universe & everything. Personally, I’d just close the company now while you still have a chance.
Contingency Plan: This is what a PR company will tell you to do when the shit hits the fan. Can be contained in a Crisis Management Plan. But if you’ve gone through Crisis & hit Contingency then you might as well throw the towel in anyway.