The Four Quadrants
This quadrant of PR focuses on the creation, maintenance, and cultivation of messages.
What is media relations?
This collection of promotional materials—often including a fact sheet, bios, photos, and a press release—is designed to provide journalists with key information about an organization, event, or product.
What is a press/media kit?
The critical first step of any campaign that includes diagnosing the current status of your organization and its previous branding efforts/social engagement.
What is research?
This term refers to how easy it is for an audience to understand and engage with written content, often influenced by word choice, sentence length, and formatting.
What is readability?
This element of the SoMe model asks "Where is my audience?" and "Where should we be uploading content?"
What is share?
This concept refers to a company’s commitment to operate in an economically, socially, and environmentally sustainable manner while balancing the interests of stakeholders.
What is corporate social responsibility?
In PR and communications, this acronym represents a framework that emphasizes creating messages, campaigns, and workplaces that are inclusive, diverse, equitable, and accessible to all audiences.
What is I.D.E.A.?
When PR practitioners put metrics in place to track the results of each campaign.
What is reporting?
In journalism and PR writing, this opening section—also called the “hook”—grabs attention and summarizes the most important information right at the start.
What is a lead?
This element of the SoMe model focuses on monitoring what is being said about your brand and measuring the impact of your messages.
What is manage?
This quadrant of PR prioritizes stakeholder, online, and employee/consumer communication.
What is community relations?
In PR and marketing, this process involves developing original posts, videos, graphics, or campaigns that reflect a brand’s voice and goals.
What is content creation?
In this stage of a PR campaign, plans are put into action: messages are released, events are held, and media outreach begins to reach target audiences.
What is implementation?
Found at the end of a story or article, this concluding line or paragraph leaves a lasting impression, offering closure, reflection, a call to action, or a memorable takeaway.
What is a kicker?
This element of the SoMe model focuses on publishing useful content to your audience and developing relationships/trust.
What is share?
This quadrant of PR maintains investor relations, C-level executive advisement, and customer service.
What is business relations?
This practice involves finding, organizing, and sharing high-quality material from other credible sources to engage an audience and support a brand’s message.
What is content curation?
These are tangible aspects of a campaign that include events, blogs, infographics, and traditional PR efforts.
What are tactics?
According to Regina Luttrell, this type of media extends beyond viral or contagious content by maintaining audience engagement over time, encouraging repeated interaction and long-term connection with the message or brand.
What is "sticky" media?
This element of the SoMe model focuses on the convergence of media and the use of influencers and subject-matter experts.
What is optimize?
This quadrant of PR focuses on lobbying, issues management, and public affairs.
What is government relations?
This term describes how a company or brand effectively utilizes each social media platform to connect, engage, and promote trusting relationships with people.
What is social media competence?
This step of any campaign focuses on targeting the audience, designing specific outcomes, and setting a target date for completion.
What are objectives?
This semi-fictional profile represents a brand’s ideal customer, based on research and data about demographics, behaviors, motivations, and goals.
What is a consumer/buyer persona?
This element of the SoMe Model focuses on how to add value to online communities and respond with authenticity.
What is engage?