PR Foundations
Journalists are unlikely to cover company information that lacks this essential quality.
What is newsworthiness?
Tea entrepreneur Andrew Gadsden generated extensive coverage by unveiling this unusual creation.
What is the world’s largest tea bag?
What is the key to inner remarkability?
What is finding what makes something surprising?
One means a product has limited availability, while the other means access is restricted to particular people. Name both concepts.
What are scarcity and exclusivity?
This free service can notify PR practitioners whenever a company name or selected phrase appears online.
What is Google Alerts?
Singleton compares effective media relations to the mutually beneficial relationship between these two animals.
What are a hippo and a bird?
Snapple turned unused space beneath its bottle caps into a conversation starter by printing these.
What are fun facts?
What is keeping people engaged, motivated and always wanting more?
Disney’s temporary removal of classic films and McDonald’s rotating release of the McRib both employ this strategy to increase demand.
What is deliberately limiting a product’s availability?
This traditional method measures PR by collecting and counting a company’s appearances in the news.
What are press cuttings?
According to Singleton, why can even a small company with a modest PR budget still secure significant coverage?
What is the generally low standard of competing PR work?
In the cockroach experiment, students altered their accounts in this way when speaking to another student rather than the researcher.
What is exaggerating the number and size of the cockroaches?
Rue La La restricted membership through this system, requiring prospective customers to know an existing member.
What is invitation-only access?
Berger’s unpaid participation in a fantasy football league demonstrates that this social reward can motivate people more effectively than money.
What are bragging rights?
Ivy Lee’s approach to ethical public relations rested on these three principles.
What are accuracy, authenticity and interest?
According to Singleton, these are the three basic tools needed to begin securing media coverage.
What are an email account, a telephone and a copy of the publication?
What is the fundamental human motivation?
The desire to be liked
A Harvard study found that students preferred earning less overall if their earnings were still higher than everyone else’s. This demonstrates that people judge success in these terms.
What is relative performance?
Fans created this online tool to track the limited and constantly changing availability of McDonald’s McRib.
What is the McRib Locator?
This measurement estimates what earned media coverage would have cost if the same space had been purchased as advertising.
What is Advertising Value Equivalency, or AVE?
This founder of modern public relations criticized the profession’s low standards and argued that a PR counselor must first be a student.
Who is Edward Bernays?
Name the three methods Berger identifies for creating social currency.
What are inner remarkability, game mechanics and making people feel like insiders?
To successfully gamify something that lacks a built-in scoring system, an organization must perform these two actions.
What are quantifying performance and helping people publicize their achievements?
Berger warns that paying customers to recommend a product can weaken authentic enthusiasm by replacing this type of incentive with a monetary one.
What is a social incentive?
When Chase National Bank asked Ivy Lee to suppress an unfavorable article, he recommended taking this action instead.
What is issuing a statement presenting the bank’s side of the story?