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177 Cards in this Set
- Front
- Back
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What are the elements of the RACE cycle? |
Research, action, communication and evaluation. |
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What public relations models did Edward Bernays create, and when? |
The two-way communication models. The asymmetrical model was made in the 1920's and the symmetrical model was made in the 1980's. |
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What is the "public information" model? Who created it? |
Ivy Lee - it was a one-way/research model created in the early 1900's, still used in present day. |
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Which model relies utilizes communication, dialogue and research and research with an emphasis on managing/resolving conflict? |
Two-way symmetrical. |
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What model is traditionally used or in the process of being adopted by PR organizations in present day? |
Two-way symmetrical. |
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True or false: the two-way symmetrical model works like a feedback loop. Bonus: why or why not? |
True. This is because the objective of the model is to strengthen organizational relationships/reputation. This is done through mutual understanding and accommodation. |
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Fill in the blank: " " are defined as a person's driving force which determines how people will behave in a given situation |
Values. |
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What are the two most commonly known public relations practitioner organizations? |
CPRS (Canadian Public Relations Society) and IABC (International Association of Business Communicators) |
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Making decisions in Public Relations requires satisfying which four aspects? |
1)Public Interest 2)Employer's Interest 3)The code of ethics of the professional societies you belong to 4)Your personal values. |
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Explain the difference between libel, slander and defamation. |
Both are forms of defamation; Libel is printed, and Slander is oral. |
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When would an individual encounter invasion of privacy law? |
When dealing with employees, newsletters, photo releases, product publicity, advertising, and media inquiries about employees. |
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Define a trademark. |
A word, symbol or slogan that identifies a product's origin. Customers associate trademarks with seller's goods or services. |
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What mouthful of an acronym represents the steps of a public relations plan? |
SOASTCBE: Situation, Objectives, Audience, Strategies, Tactics, Calendar, Budget and Evaluation. |
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Define research. (The Broom & Dozier definition.) |
Research is the controlled, objective and systematic gathering of information for the purpose of describing and understanding. |
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What must you understand before you can launch an effective Public Relations program? |
The organization's environment:The attitudes/ issues of stakeholders (employees, shareholders and residents of your target audience.) |
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Identify some of the reasons research is important. |
Communications planning, issue management, cost savings, audience segmentation, organizational issues, identification of issues, audience targeting, strategy formulation, message testing, informing management, preventing crises, influencing opinions, measuring success, providing credibility and generating publicity. |
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What are the four segments/types of research? |
Quantitative, qualitative, valid and reliable. |
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Why is reliability a research standard? |
Consistency; similar results are achieved when research is repeated. |
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What is considered valid research? |
Measuring what something claims to measure, and checking how valid and accurate actual research is. Some questions to consider would be: What is being tested? How is it being tested? Is it testing what was intended? |
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Define analysis. |
Making sense of data collected and developing accurate conclusions. |
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What is action based on analysis? |
Looking at all the information gathered and using it to make a decision. |
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How does analysis help determine which actions should be made? |
Analysis helps develop accurate conclusions and communication objectives. For example: improving in specific areas, managing issues/crisis and moving in new organizational directions. |
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What are the three A's in taking action? |
Awareness, acceptance and action. (That seems redundant and stupid.) |
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Define tactics. |
Step-by-step activities that put organizational strategies into operation. |
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What is the difference between tactics and objectives? |
Tactics are the actions to you take to achieve your measurable objectives. A good way to remember this is that strategy is high-level and that tactics are low-level. |
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What are the two types of communication models, and how do they differ? |
One-way models and two-way models. In the one-way model, information is disseminated from sender to receiver and the "feedback loop" present in two-way communication does not exist. |
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Define strategy. |
The "bigger picture". Strategy outlines how to achieve your objective, and answers why your objective is important. Campaigns may have one or multiple strategies, providing guidelines or key messages. |
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What are three important aspects of a timeline? |
When should we do this? What goes first? How does it all work together? |
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What are some important aspects of planning a budget? |
Staff vs. Consultant costs Estimate vs. Actual costs Specific and Accurate Getting quotas Include GST Allocate 10% into your budget for contingencies. |
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What does an objective need to address? |
The situation at hand. |
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What does an objective need to be in order to be successfully attained? |
Realistic and achievable. |
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What are the two types of objectives, and what are some examples of each? |
Informational: Increases public awareness/acceptance, delivering key messages and can be difficult to measure. Motivational, or Action Oriented: Changing attitudes, influencing behaviour, bottom-line oriented and results are measurable. |
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What does the acronym SMART stand for? |
Goals/Objectives must be: Specific, measurable, attainable, realistic and timely. |
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What is the difference between objectives and communication? |
Communication is the means upon which objectives are achieved, you dingus. |
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What does successful communication achieve? |
Audience information, persuasion, motivation and creates a mutual understanding. |
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What are the five objectives of communication? |
1) Message exposure (through media, the internet, et cetera) 2) Accurate dissemination of organizational message 3) Acceptance of organizational message 4) Change in audience attitude 5) Change in audience behaviour (physical change, such as purchasing a product.) |
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Define passive audiences. |
The target of most public relations campaigns. They only pay attention to messages for the entertainment value, prompting messages geared toward these audiences to have a sense of style and creativity. Celebrity factor is effective with these audiences and the focus is primarily on exposure. |
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Define active audiences. |
Interested and engaged audiences who seek sophisticated and supplemental information. |
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True or false: Public relations campaigns should only address either passive audiences or active audiences. |
False. Why would you pigeonhole yourself and limit your potential exposure you fool? Address both types of audiences. |
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What six things must an audience do in order for communication to be considered successful? |
RPURA: Receive the message, pay attention, understand the message, believe the message, remember the message and act on the message. |
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What are the five stages of adoption? |
AIETA: Awareness, interest, evaluation, trial and adoption. |
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Define evaluation. |
The systematic assessment of a public relations program and its results. It is a mean for practitioners to demonstrate accountability to clients and themselves. |
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What is the criteria for evaluation? |
Realistic, credible, specific and aligned with expectations. |
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Define output measuring. |
The measurement of production of messages. |
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What are some examples of measuring output? |
Number of media releases/media kits. Knowing the circulation of the media channel (who reads the source, who watches the source, et cetera) Comparing media coverage with the cost of advertising space purchased. |
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Why is outcome measurement important? |
Because outcomes are all that matters at the end of the day; if you don't fulfill your objectives at the end of the day, you'll more than likely get fired and with good reason. |
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True or false: outcome measurement is costly, but effective. |
It's true. |
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How do focus groups measure outcome? |
They measure audience response. |
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Fill in the blank: " " is key in assisting us with persuasive communication; specifically as it relates to media relations. |
Theory. |
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How is theory utilized in public relations? |
It helps us understand why public relations is practiced the way it is. (Descriptive theory.) |
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What is public relations theory rooted in? |
The needs of the profession. |
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What are some supplementary evaluation activities? |
Event attendance, content and analysis, communication analysis, newsletters and websites, surveying attendees as they leave events, number of page hits and satisfaction reports. |
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Fill in the blank: " " is dialogue between points of view in the marketplace of public opinion. |
Persuasion. This definition was provided by Toth and Heath. |
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Fill in the blank: " " is the sum of individual opinions on an issue affecting those individuals. |
Public opinion. |
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True or false: Public opinion is not primarily determined by self-interest. |
False: Public opinion is determined by self-interest. Events, words or other stimuli affect opinion if related to self-interest. |
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True or false: Persuasion is an important part of democratic society and public relations. |
True. If you thought otherwise, you might as well just drop out of the program. This one was practically a gimme. |
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True or false: The amount of exposure effects how persuasive communication is. |
False. |
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What are the eight factors of persuasive communication? |
Audience analysis, source credibility, appeal to self-interest, clarity of message, timing and context, audience participation, suggestions/call for action and finally, content and structuring of messages. |
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How does marketing differ from public relations? |
Their purpose is to sell goods and services. Their audience is customers or consumers. They rely on competitive solutions. They do product positions and sales. They also don't have swagga like us. |
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How does advertising differ from public relations? |
It is directed at consumers. Delivered primarily through mass media outlets. It is paid. |
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How does journalism differ from public relations? |
Their primary objective is to provide news and information. They write for a mass audience They read audiences through media outlets that publish their work. They also think we're the antichrist, but that's somewhat irrelevant. |
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Why do we work with the media? |
Because the public knows and trusts them. |
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What happens when you don't prepare for a media scrum? |
You fail to answer questions effectively and dodge the ones you don't want to. Through this, you generally make an ass out of yourself. |
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What makes something newsworthy? |
Drama or emotion. Odd or unusual. A local angle. Topical or timely. Conflict, controversy or a human interest. Relevance to your audience. Universal appeal. |
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Define media relations. |
Working with the media, be it traditional or online to seek publicity or respond to their interests in the organization. |
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What is the role of the journalist? |
They are critical to a democratic society: They help people organize and interpret what's happening in our world. They break information into manageable "bites". They act as a watchdog - a "public conscience" They give a voice to both the influential and the least powerful, offering all sides on issues and stories. They also set the agenda for public discussion, which has its own pros and cons. |
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Where does media relations fall in the RACE cycle? |
Communication. |
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What are some ways to communicate with the media? |
By phone (pitching), news releases, media advisories, emails, social media, media scrums and news conferences. |
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When do you work with the media? |
When you are seeking publicity, or when responding to media interests in the organization. |
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Fill in the blank: Media Relations is " " and " ". |
Proactive and Reactive. |
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True or false: You cannot manage the media, but they are critical in conveying your message. |
True. |
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What are some ongoing ways to build rapport with the media? |
Build relationships; know names, affiliations and "beat". Be respectful, honest and fair. Understand deadlines, obligations and legal restrictions. |
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How can you support news media as a public relations practitioner? |
B-roll footage. Story ideas. Access to company CEOs. |
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How do you score a date with a reporter? |
The best pickup line is a basic introduction. Don't seem too desperate. Don't be a player. Stop trying to hook up. Don't underestimate confidence and humour. Have a game plan (RACE). Dress to impress. Have a friend set you up. Follow up is key to the second date. Manners matter. |
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What are the three questions you need to consider to understand media capabilities and deadlines? |
What is available to public relations practitioners? What are the tools? What do you need to know? |
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What is print media most effective for when it comes to public relations campaigns? |
Complex, information-heavy material. Daily or weekly deadlines are stringently enforced. Print interviews can last an hour - they generally produce 400-600 word stories. |
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What is television most effective for when it comes to public relations campaigns? |
Strong focus on visuals makes for quick absorption. Good for emotional content, not quite as good for complex messages. Deadlines are more flexible than print. Interviews require preparation, concise speech and relaxation. Can use standard news release, video, media tour. Use PSAs on behalf of government or agencies. |
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What is radio most effective for when it comes to public relations campaigns? |
It's the most cost-effective way to reach many people. Not as good for complex information - single message. Deadlines are most flexible, can go to air from weeks to within minutes. Similar rules as TV, and utilizes PSAs as well. |
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When is the internet most effective when it comes to public relations campaigns? |
Considered "the new battleground", influential bloggers are becoming as important as reporters. You must respond quickly; within seconds. Know where your audience "lives" online. Journalists also use the internet to generate stories. |
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Define a media pitch. |
The intention is to get the attention of media gatekeepers to generate "unpaid coverage" One-on-one contact with media to convince them that you have a newsworthy story or idea. Attach notes/letters to news releases. Be personal, and topical. Timing is important. |
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Define a public service announcement. |
An unpaid announcement that promotes theprograms of government or voluntary agencies orthat serves the public interest. To serve the public interest or as part of theirlicence, Radio and TV stations provide airtime tocharitable and civic organizations to make thepublic aware of and educate them about varioustopics. |
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What do you need to consider going into a media interview? Bonus: What are the 3 P's? |
You must understand what it is that the reporter is looking for. Plan, prepare and practice. Be message driven, expect unexpected questions, don't speculate and use bridging phrases: "that's a good question, let me give you some background." |
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When was the news release created, and by whom? |
Ivy Lee created the news release in 1906. |
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What is the purpose of news releases? |
They are documents with the primary purpose of disseminating information to mass media. (newspapers, broadcast stations and magazines) Reporters and editors process information, they don't always gather it. (No media can cover every event in the community.) News releases are sent for possible use in columns and source of a large percentage of articles. |
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What four questions do you need to consider when engaging in relations with the media? |
What is the key message? Who is the audience? What is the benefit/request? Is additional information provided? |
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What is a media release? |
A tool to send reporters/editors to your website for more information. |
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What are the components of a media release? |
Brief. (200 word target.) Title, dateline, second paragraph, final paragraph, -30- and contact information. |
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What model does a news release format follow? |
The inverted pyramid model. |
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What are the components of the inverted pyramid model? |
The 5 W's. Important information. Other details. Lesser details. Contact information. |
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What are some things to consider when writing a news release? |
Is the release the best tool? Does the top line have the name of the organization and the logo? Does the second line have the date & city/location, what is the key message? who is the primary audience? what does the target audience gain from the product/service? Who is the spokesperson? Is there a quote? A source of additional information? Who can answer questions? Did you remember to finish with -30-? |
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What time of day is suitable to host a news conference? |
Mid-morning to mid-afternoon. Not on a friday afternoon. |
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What do you need to consider when planning a news conference? |
Timing, location, distribution of media advisory, writing statements and helping officials rehearse, anticipating media questions, preparing media kits, preparing necessary visuals and making sure there are enough chairs and an open centre aisle. |
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Why are in-person events vital to public relations? |
You can reach audiences on a one-to-one basis. |
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Success is based on planning; what events require logistics to be considered for? |
A meeting, a plant tour, or a conference. |
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What are the principles of media relations? |
Good communications cannot overcome bad judgement. Provide information from a credible source. Practice media relations regularly. Understand legal restrictions and obligations. You cannot manage the media. |
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What is the difference between an issue and a crisis in regards to control? |
You have control and can protect reputation with issues, and crises are completely out of your control. |
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True or false: Issues arise from conflict. |
True. |
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What are the two primary sources of conflict? |
Competition: striving for the same object, position or prize as others. Disagreement: Sharp disagreements or opposition resulting in a direct, overt threat from another entity, often defined as issues. |
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Define the terms strategic and management in regard to conflict management. |
Strategic: For the purpose of achieving particular objectives Management: Planned, deliberate action |
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What are the two main questions to consider when assessing a situation/threat? |
What is the severity of the threat? (situational assessment): What are the facts, what effort is required, long term or short term? What resources are available to deal with the threat? (organizational assessment): Do you have the knowledge, time, finances and management commitment to combat the threat? |
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Fill in the blank: Public relations professionals use " " strategies and processes to influence the course of conflicts to the benefit of the organization and when possible, to the benefit of the organization's many publics. |
Communication. |
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What are the two approaches to managing conflict? |
Contingency and Life Cycle. |
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Explain the Contingency conflict resolution model. |
Advocacy to accommodation: Determine the stance of the organization. Develop a crisis communication stance. |
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Explain the Life Cycle conflict resolution model. |
Proactive to reactive: The problem is tracked and management of the conflict can be divided into four general phases. |
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What are the steps of the contingency continuum, from pure advocacy to pure accommodation? |
Competing Litigation, Public Relations, Arguing, Competition, Contending, Compromising, Avoiding, Cooperation, Collaborating, Negotiation, Compromise, Capitulation, Apology and Restitution. |
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How is the contingency continuum used? |
Used to identify the stance of an organization toward a given public at a given time. |
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What factors influence organizational stance on the contingency continuum? |
External threats, industry-specific environment, social and political environment, internal factors, corporate/organizational & management characteristics, relationship characteristics. |
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What are the four stages of a problem or issue in the life cycle approach? |
Proactive, Strategic, Reactive and Recovery. |
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True or false: The Life Cycle system can go backward in the "cycle" at any given time. |
True. |
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What are the roles of PR practitioners in the Life Cycle system? |
Proactive - Issues Management Strategic - Risk Communication Reactive - Crisis Communication Recovery - Reputation Management |
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Describe the idea of proactive issue management. |
Working to identify issues and influence decisions regarding them before they have a detrimental effect on the organization. |
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Why do we manage issues? |
Society's expectations of today become political issues of tomorrow, legislated requirements and litigated penalties. Leadership companies anticipate and execute timely strategy - this reduces impact on operations before legislation or enforcement. |
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What are the three objectives of issue management? |
Protect the reputation of the organization and its employees and leaders. Build public trust so that organization can more successfully operate in the future. Identify the overarching public interest and ensure it is addressed. |
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True or false: an "issue" can't be a specific policy, plan, operation or new relationship. |
False. They impact the public and the company and generate significant public interest. |
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True or false: an issue can be an identified problem. |
True. It affects people, communities or the environment. There is a possibility of political, regulatory or legislative intervention. |
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What are the key questions to consider when identifying an issue? |
Will there be significant public attention? Will there be significant public impact? Will Corporate operations or services be impacted? Will the issue affect the Corporate image or reputation? |
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What are the four types of issues in regards to audience relevance? |
Universal/Inherent Issue Advocacy Issue Selective Issue Technical/Internal Issue |
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What is the public outreach of a Universal/Inherent issue, and how does it affect the company? |
It matters to everyone, and the company is forced to adjust. |
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What is the public outreach of an Advocacy issue, and how does it affect the company? |
It matters to lots of people, and solutions are developed out of the company. But, the company can adjust to avoid government intervention. |
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What is the public outreach of a selective issue, and how does it affect the company? |
Inside of the organization, but it can become bigger. |
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What is the public outreach of a Technical/Internal issue, and how does it affect the company? |
Low chance of public knowledge, and of minimal risk to the company. |
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Define issues management. |
A proactive and systematic approach to predict problems, anticipate threats, minimize surprises, resolve issues and prevent crises. |
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What is the process of issue management? |
Issue Identification (track issue) Issue Analysis (type of issue, audience relevance) Strategy options Action plan Evaluation of results Recovery |
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What are the stages of the issue life cycle? |
Formative Legislative Executive Judicial |
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When is the most effective stage to intervene in an issue according to the issue life cycle? |
The formative stage: it's the most effective, and costs the least. |
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What are the three approaches to issue analysis, from highest risk to lowest risk? |
High: Immediate Action Medium: Begin plan mobilization and modification Low: Continue monitoring and planning (at an operating level) |
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Why does issues management matter to public relations? (Hint: It's the Peter Hirsch explanation.) |
"The bottom line is that many vital indicators of future issues are within the grasp of organizations. If they use the available information and resources to their advantage and install an effective and analytical process." |
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True or false: Issues not identified and planned for become very difficult to control and damage to reputation and bottom line are probable. |
True. |
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Define the process behind strategic risk communications. |
Replace anger with two way communication: ensure feedback and involvement, broaden communication sources - let people hear more about it from more places. Don't assume a subject is too complex for your audience. |
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Where does risk communication fall in the life cycle model? |
Under Strategic and Reactive, not Proactive or Recovery. |
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What are the principles of risk communication? |
In a risk situation, perception is reality. Risk communicating closes the gap between reality and perception, and informs the public of risks. Minimizes adverse affects on publics but also reduces risk of lawsuits, damaged morale and diminished reputation. Real risk = facts, history and statistics. Perceived risk = values, speculation concerns. |
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What two components make up a risk? |
Hazard (the risk) + Outrage (how people feel about it) |
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How can you use communication to manage risk? |
Stake out the middle, not the extreme. Acknowledge prior mistakes, repeatedly. Acknowledge current problems, dramatically. Discuss achievement with humility. |
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What are some strategies to reduce outrage? |
Get your audience listening, make their participation as voluntary as you can. Make the situation less "exotic". Do not reassure people; explain the risks and make the bad news clear. Help people remember what you say; use what you know about your audience to craft your message. Understand and legitimize the dread - take concerns seriously - especially when you know the hazard is low. |
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How does Kathleen Fearn-Banks define crisis? |
"A crisis is a major occurrence with a potentially negative outcome affecting the organization, company or industry, as well as its publics, products, services or good name. |
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True or false: A crisis is always a threat, but never an opportunity. |
False: You can turn a crisis into an opportunity. |
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What are some characteristics of crisis communications? |
Decreased reaction time, a focus on informing and assuring the public/media/stakeholders, and satisfying expectations of accountability. |
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What are some of the key elements/emotions of internal and external crisis communication? |
Fear, avoidance, helplessness, denial, anger, frustration and confusion. |
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What are the 5 questions you need to consider in crisis communication planning? |
The 5 W's: Who does what, how will it be done, who speaks, what do we say and when? |
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What are some rules to follow in crisis communication? |
Take responsibility. Say you are sorry early and often for anything you are responsible for - do not apologize for the things you are not responsible for. Listen to peoples' concerns, anger and grief. Have a plan in place and rehearse it. |
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What are the key points of communication during a crisis? |
Designate a spokesperson. Put the public first. Be accessible. Take responsibility. Communicate with key publics. Set up a central information centre. Never say "no comment". Be honest. Provide information often. Monitor news coverage and the phone. Be familiar with the needs of the media. |
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What are the stages of Coombs' crisis communication continuum from most aggressive to most accommodating? |
Attack the accuser, denial, excuse, justification, ingratiation, corrective action and full apology. |
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What is the definition of reputation? |
Reputation is defined as the collective representation of an organization's past performance - the track record of an organization in the public's mind. |
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True or false: reputation repair and recovery can be a swift process. |
False. |
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What are some actions an organization can take to restore their image? |
Disclosure is the best strategy. Make the CEO and executive leaders available. Demonstrate progress. Analyze what went wrong. Review policies. Commit to high corporate standards. Hire outside auditors. Issue an apology. |
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What are the key concepts of business PR? |
Adopt ethical principles - trust and credibility. Pursue transparency and disclosure. Support stakeholder dialogue and engagement. Address integration and diversity. Globalization. |
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Why do businesses need public relations? |
To survive and meet the company's goals: PR supports good practices which result in hiring and retaining the best employees, doing the right thing and supporting the company's bottom line. They also build social capital. |
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What are Public Relations contributions to business? |
Customer relations/service, Issue management, Employee relations, Marketing communications, Corporate philanthropy and sponsorship, environmental relations and corporate social responsibility. |
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What are the principles of marketing communications? |
Building early awareness and credibility for product, Product placement and Cause-related marketing. |
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What are the principles of media relations from a Business PR aspect? |
Media reporting is a major source of public information and perceptions. Media is effective in getting message across and achieving business goals. Journalists say executives should communication frequently, factually and consistently. Critical to investor relations - get the story out through the business reporters, trade journals, et cetera. |
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What is the primary aim of business? |
Gettin' that dolla dolla bill, y'all. |
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True or false: Profit isn't the by-product of achievement of a number of other goals. |
False. |
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True or false: Customer satisfaction isn't a goal. |
False: customers will become loyal, and profit margins will increase. |
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Fill in the blank: Businesses seek " " and many become publicly traded companies in order to raise money. |
Investment capital. |
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What is the definition of a publicly traded company? |
A company which has issued securities through an offering, and are now traded on the open market. Also referred to as a publicly held company or a public company; opposite of a private company. |
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What is the definition of a public corporation? |
A government owned company such as an airline or public transit company. A corporation created to perform a governmental function or to operate under government control, such as a municipal water company or a hospital. |
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How does the Canadian Investor Relations Institute define Investor Relations? |
"The strategic management function that integrates finance, communications, marketing and securities law to achieve an effective two-way flow of information between a public company and the investment community to enable fair and efficient capital markets." |
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What are some investor relations activities? |
Annual reports, letters to shareholders, financial reviews, management discussions and analysis, quarterly reports, executive speeches, analyst meetings, annual general-shareholder meetings, investor road shows, conference calls, webcasts and financial & business media contact. |
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What are the two principles of disclosure? |
Beyond the public relations activities to keep investors informed and invested, there is a responsibility for transparency and integrity. The integrity of the Canadian capital markets is based on the principle of full, true, plain and timely disclosure of material information by public companies. |
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What is insider trading? When is it legal? When is it illegal? |
The buying and selling of stock. It is legal when it's by a company's corporate insiders but is illegal when people trade on information that the public does not know. |
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Who's job is it to ensure a level playing field on the stock market? |
The SEC. (Securities Exchange Commission) |
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What are the two disclosure policies enforced by the Canadian Investor Relations Institute? |
Disclosure rules apply to all communications whether written or oral. Disclosure policies should extend to all insiders - the board of directors, authorized spokespersons and all employees. |
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What is the Sarbanes-Oxley Act? |
The most important piece of business legislation in the last half century. It is American legislation that impacts all affiliates in other countries. |
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What was the Canadian response to the Sarbanes-Oxley Act? |
Ontario Bill 198 and Canadian Securities Administrators' (CSA) rules. |
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What are some elements of Sports, Entertainment and Tourism PR? |
Competition for discretionary income. Publicists - generate publicity and damage control. Stimulate sales. Promote teams and images of players. Travel promotion - visit, enjoy, safety protected (with a growing focus on retirees) |
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What are some elements of Government PR? |
Public service - no one profits. Agencies - Canada Health. Lobbying - Convince government to take certain action (public affairs - build relationships with civil servants and public officials and provide information about an organization's viewpoint) |
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What are some aspects of Not-for-Profit PR? |
Membership organizations, Advocacy groups, Social Service organizations, Health organizations and Educational organizations. |
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How many different opportunities for directions to take your career in PR do you have? |
SO MANY DAWG |
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Traditional media and social media are tools of communication for practitioners; where do they fall in SOASTCBE? |
Tactics! (also, part of research and evaluation to a degree) |
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What is the landscape of traditional/old media? |
Mass media dominated: Centralized and top down. Costly to publish. Staffed by professionals - editors and publishers. Mostly one-way communication with limited feedback channels. Media shapes the discussion and the agenda. |
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What is the landscape of new/social media? |
Internet - democratization of information around the world. A shift from vertical to horizontal communications on the web. Widespread broadband. Cheap/free and easy to use online publishing tools. New distribution channels. Mobile devices. New advertising paradigms. |
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How is the World Wide Web useful to practitioners? |
Web allows interactivity - viewers can ask questions, download information and give feedback. Online readers can dig for information. Global availability 24/7 and the core audience is willing to engage - audience segmentation! |
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What is the web's relevance to PR? |
Public relations professionals are able to distribute a variety of messages quickly: easy to update information (important in major news events or crisis situations). No time/space limitations, cost effective and you can reach niche markets. |
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Fill in the blank: Social media is " " - simply another channel and the natural evolution of the internet. |
Digital media. |
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What is the main difference between Web 1.0 and Web 2.0? |
Not one-size-fits-all; more pervasive, mainstream, diverse and niche. Calibration: investment in understanding users'/audience behaviour |
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What is social media? |
Social media is about being social. Connecting with people, engaging in conversations. Participate in communities and build relationships. It allows you to hear what people say about you and the things that interest you, enables you to respond and can be a broadcast channel or sales/marketing tool when used correctly. |
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What are some useful social media tools? |
Google (+ Analytics, Trends) Twitter (Tweetdeck, Hootsuite) Facebook (Public pages, Analytics) Youtube (Channel, Analytics) PitchEngine Help a Report Out (HARO) / Quora / Wikis Monitoring (Radian6, Sysomos). |
