Term

Definition

Example

Root

Boilerplate

A brief, standardized paragraph about an organization, typically included in press releases

EcoChic is a leader in sustainable fashion, committed to using only recycled and organic materials in all our products' might conclude a press release

Term originated in printing industry in the 1800s, adopted by public relations in the 20th century

Byline

The line in an article crediting the writer

By Jane Doe, Sustainable Fashion Correspondent

Originated in journalism practice in the 19th century, becoming common by the 1920s

Content calendar

A detailed plan for daily, weekly, or monthly content across various platforms

The digital team schedules daily social media posts highlighting different aspects of sustainable fashion throughout Eco-Fashion Week

Originated with the rise of digital marketing, likely in the late 1990s or early 2000s

Desk Side

A meeting between a journalist/editor and a PR representative to discuss a brand or collection

A sustainable fashion brand's PR team meets with an editor to showcase their new line of recycled polyester activewear

Term originated in public relations practice, exact date unknown but in use by 2017

Editorial Calendar

A schedule outlining planned content themes and deadlines for a publication

A fashion magazine plans its annual 'Green Issue' focusing on sustainable fashion for April, coinciding with Earth Day

Originated in publishing practice, exact date unknown but in use since at least mid-20th century

Embargo

A request that information not be published before a specific date and time

The press release about the biodegradable sneaker is embargoed until the official launch event next week

Originated in journalism practice, with the term in use by the early 20th century

Fashion Spread

A series of styled photographs showcasing clothing and accessories

A multi-page spread featuring entirely sustainable and ethically-produced fashion from various designers

Originated in fashion magazine practice, likely in the early to mid-20th century

Inverted pyramid

A writing structure where the most important information is presented first, followed by less crucial details.

In a sustainable fashion article, the lead paragraph might highlight a brand's new eco-friendly collection, while later paragraphs provide background on the company's sustainability journey.

First used as a term in journalism around 1895, though the structure emerged earlier with telegraph use in the mid-1800s.

Lookbook

A collection of photographs showcasing a designer's new collection

A sustainable fashion brand releases a digital lookbook of their new collection, made entirely from recycled materials

Originated in fashion industry practice, likely in the mid to late 20th century

Magazine Cupboard

A storage area in a fashion magazine office for clothing and accessories used in photoshoots

The magazine's cupboard now includes a dedicated section for sustainable and ethically-produced fashion items

Originated in fashion magazine practice, exact date unknown

Magazine's tone

The overall voice and style of a publication

Vogue's sophisticated tone might describe sustainable fashion as 'conscientious luxury,' while Teen Vogue might call it 'eco-cool'

First used in publishing context around 1731 with the launch of The Gentleman's Magazine

Masthead

A list of key staff members and contributors in a publication

The masthead now includes a 'Sustainability Editor' role, reflecting the magazine's increased focus on eco-fashion

Term used in publishing since at least the 18th century, derived from nautical term

Media kit

A package of information about a publication's readership, advertising rates, and editorial calendar

A fashion magazine's media kit highlights its commitment to sustainable fashion coverage to attract eco-conscious advertisers

Originated in advertising practice, exact date unknown but in use since at least mid-20th century

Pitch

A brief proposal sent by a writer to an editor, outlining an article idea

A freelancer pitches an article on innovative plant-based leather alternatives to a fashion magazine

Term used in publishing since at least the early 20th century, exact origin date unknown

Press release

An official statement issued to media outlets about a newsworthy event or product

Eco-Fashion Brand Launches World's First 100% Biodegradable Sneaker' tops a press release sent to fashion journalists

Originated in public relations practice, with the term in use by the early 20th century

Run Through

A review of clothing items selected for a photoshoot, often with the editor-in-chief

The fashion team presents a selection of eco-friendly designer pieces to the editor for approval before a sustainability-themed shoot

Originated in fashion industry practice, exact date unknown

Standfirst

A short introductory paragraph below the headline, summarizing key points

How circular fashion is revolutionizing the industry' might introduce an in-depth article on sustainable practices

Originated in British publishing around 1995

Story angle

The specific perspective or approach taken in writing an article

An article on sustainable denim might focus on water conservation techniques used in production

Originated in journalism practice, exact date unknown but in use since at least the early 20th century

Strapline

A brief phrase used to convey a publication's or brand's ethos

Style with conscience' could be a fashion magazine's strapline emphasizing their focus on sustainable fashion

Originated in advertising, exact date unknown but in use since at least mid-20th century