Frameworks
What does PESO stand for?
Paid, Earned, Shared, Owned
Which theory explains how ideas spread through early adopters?
Diffusion of Innovations
Name one Arthur Page Principle.
Tell the truth
Listen to the customer
Prove it with action
Manage for tomorrow
Conduct public relations as if the whole enterprise depends on it
Realize an enterprise's true character is expressed by its people
Remain calm, patient and good-humored
Difference between qualitative and quantitative research?
Qualitative = insights; Quantitative = numbers
What is earned media?
Coverage by journalists/outlets
In ROPES, what does “S” stand for?
Stewardship
Which persuasion theory involves central vs. peripheral processing?
Elaboration Likelihood Model
Why do ethics matter in PR?
Maintain trust, credibility, and transparency
Example of primary research?
Survey, focus group, interview
Difference between paid and owned?
Paid = purchased placement; Owned = brand-controlled
How do PESO and ROPES connect?
ROPES = process, PESO = channel tactics
Which Cialdini principle explains influencer culture?
Liking / Social Proof
What should you do if a client wants to post misleading claims?
Apply Page Principles; advise honesty
Which metric measures tone, not volume?
Sentiment
You’re advising a brand on its PR strategy. What’s one piece of owned content it could use to tell its story and why does owned matter?
Examples: blog, podcast, newsletter, video, or brand microsite; owned matters because it builds consistent voice and long-term credibility.
Write one SMART objective for a nonprofit that wants more student volunteers.
Increase student volunteer sign-ups by 50% by November through a social media push.
What does Inoculation Theory help audiences do?
Build resistance to opposing messages
Which Page Principle supports DEI work and stakeholder listening?
Listen to the customer.
What is the first step of ROPES?
Research
Why are influencers considered “shared” media?
Shared audience + credibility
What does “Tell the Truth” mean in the Page Principles?
Be transparent; honesty builds credibility
“Barbiecore” trend — which theory applies?
Diffusion of Innovations
Name one real-world Page Principle violation.
Pepsi/Kendall Jenner ad
What’s one output metric and one outcome metric you could use to evaluate a campaign?
Output = number of press hits or posts; Outcome = change in attitudes, sign-ups, or donations.
Name one way digital amplifies an event.
Livestream, hashtag, recap video