Who Handles It?
This PR discipline focuses on communication between an organization and the people who work for it.
What is employee or internal relations?
This describes how other people actually perceive and evaluate you, rather than how you intend to present yourself.
What is reputation?
These are moral principles that help communication professionals determine what they should do, not simply what they legally must do.
What are ethics?
When a newspaper independently covers your organization's announcement, the attention falls into this media category.
What is earned media?
This is the main underlying thought that guides the communication developed for a campaign.
What is the central idea?
In advertising copy, this element is designed to grab attention and encourage someone to continue reading.
What is a headline?
A city proposes a regulation that could affect a company's operations. This PR specialty would monitor the issue and communicate with policymakers.
A graphic designer wants potential employees to remember her specifically as someone who specializes in accessible web design. She is establishing this aspect of her personal brand.
What is positioning?
An example of this form of defamation is when spokesperson makes a false, damaging statement about a competitor during a live radio interview.
What is slander?
A reporter in Hays is more interested in a story because the event directly affects Ellis County residents. This newsworthiness factor explains why.
What is proximity?
"Register today" or "Donate now" is this part of a strategic message.
What is a call to action?
This PR document provides journalists with formal, newsworthy information about an organization or announcement.
An advertising agency needs this PR specialist to determine where and when advertisements should appear to effectively reach the target audience.
What is a media planner?
Two graduating students have similar degrees and internships, but one emphasizes their experience managing nonprofit social media campaigns. That distinguishing characteristic demonstrates this branding idea.
What is differentiation?
An ad claims that a local pizza restaurant makes "the greatest pizza in the history of civilization." This type of obvious promotional exaggeration generally isn't meant to be interpreted literally.
What is puffery?
An ad is displayed 20,000 times and receives 500 clicks. The 20,000 represents this metric.
What are impressions?
Two ads promote the same electric vehicle. One emphasizes saving money on fuel while another emphasizes reducing environmental impact. The difference demonstrates this concept.
What is framing?
A PR writer places the essential announcement in the opening paragraph, supporting information below it, and background information near the end. The writer is using this organizational structure for their news release.
What is the inverted pyramid?
This PR specialist would be called on when a food company discovers a possible contamination issue and needs to prepare messages for customers, employees, and reporters before the situation escalates.
What is crisis communication?
Instead of simply saying, "I'm good at video editing," a job candidate explains how their editing skills help organizations turn complicated information into engaging social media content. They have turned this skill into a ...
What is a value proposition?
A business meets every environmental regulation required by law but knowingly uses a production process that creates unnecessary waste when an affordable and cleaner option exists. The company may fulfill their legal responsibility while falling short of this level of Carroll's Pyramid.
What is ethical responsibility?
An online article is paid for by a company but designed to match the style and format of the publication around it is an example of this form of advertising.
What is native advertising?
A retirement advertisement emphasizes investment returns, fees, and long-term savings projections rather than feelings or storytelling. It primarily uses this type of appeal.
What is a rational appeal?
Instead of sending a full announcement, a PR practitioner sends a brief, customized email explaining why a story would interest a particular reporter's audience.
What is a media pitch?
An agency wants to understand why college students aren't interested in a client's new app before creating a campaign strategy. This advertising discipline should take the lead on this.
What is research?
A student presents themselves on LinkedIn as highly dependable but repeatedly fails to respond to professional messages and misses deadlines. This illustrates a problem between personal branding and this.
What is reputation or behavior?
A brand posts extensively about supporting an environmental cause, but investigative reporting reveals that its own operations contradict those messages. This creates an ethical problem because its communication lacks these qualities emphasized in responsible organizational communication.
What are alignment, authenticity, and consistency?
Before emailing a reporter about a new financial literacy program, a PR practitioner realizes that the reporter covers athletics rather than education or finance. This demonstrates why practitioners should do this before pitching.
What is research the journalist and ensure the pitch is relevant?
A campaign starts with the message that tutoring helps students become more confident academically. The creative team turns that idea into concepts for student testimonials, visuals, a slogan, and short videos. This process is known as this.
What is creative encoding?
A company preparing for a major product announcement gives reporters executive biographies, fact sheets, high-resolution photos, background information, and other resources in this one package.
What is a media kit?