The PR Process at a glance
We do this in PR when we want to identify and segment our audience
What is research
The type of information you get from surveys, focus groups, and news coverage is known as this type of research
What is qualitative
In this theory, the inattentive public gets their information from the more attentive public who are listening to opinion leaders.
What is N step theory.
Public opinion reflects the view of the majority of people. True or false?
What is false. It's just a sample at any given time.
This was the company whose ad campaign on men behaving better resulted in a great deal of controversy online.
What is Gilette
Defining audiences, deciding on strategies along a specific timeline and deciding on budget and staffing are steps of this part of the PR planning process.
What is planning
Either of these two parts of the PR process help us establish credibility with management
What is research and evaluation
Name one purpose of a PR campaign
What is to inform, persuade, motivate, or achieve mutual understanding
Name one purpose of evaluation
What is accountability, improving process, etc.
What is Dominos
Press releases, media advisories, news conferences, tweets and Facebook posts are types of PR what?
What is tactics
This part of the PR process serves as your blueprint or outline for where you want to be and how you get there
What is Action or program planning
Our guest speaker from Mount Vernon historical site discussed spurring engagement through digital storytelling. What is one way he looks to spur engagement with new and current audiences?
What is using different content customized for different platforms or engaging on issues that get a lot of responses.
Name one method for evaluating the success of a campaign
What is number of clips, audience surveys, etc.
Venus Williams was the face of this Super Bowl ad that promoted women to take charge of their own lives demonstrating how a company put corporate values above their product.
What is Bumble
Name one way to evaluate the success of a media outreach program.
What is media mentions
PR practitioners use this tool to ensure they are making the most of milestones and to be proactive in their PR distribution.
What is timeline
These people don't have to hold formal positions of power to influence others.
What are opinion leaders.
In two way symmetric communications, organizations are encouraged not just to hear their clients but also to do this
What is listen
This state's governor and lieutenant governor both had scandals concerning black face this year with calls for them to resign.
What is Virginia
This is the reason you repeat the steps of a PR plan
What is to integrate feedback and make it better.
This is the term for WHY you pursue a particular PR plan not to be confused with HOW you get the job done
What is strategy
Evaluation should always be measured against your what?
What is objectives
The use of influencers has been a growing trend in effective PR but it isn't always done ethically. Provide an example of a case where influencers were used unethically.
What is Fyre Festival or medical products and drugs.