Chapter 18

Question 1

Influencer marketing (Northlich definition)

Answer 1

A series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word-of-mouth in a broader and salient segment of the population.

Question 2

Role/goal of PR

Answer 2

♠ Foster goodwill between a firm and its many constituent groups (customers, stockholders, suppliers, employees, government entities…)
♠ Used strategically for damage control
♠ Launch & establish brands
♠ Persuade consumers to make purchases
♠ Do anything to appease disgruntled users of a brand

Question 3

Stephen Brown quote

Answer 3

We have evolved to an intensely commercial world where TV shows feature stories about marketing and consumer psychology.

Question 4

Digital media vs. mass media

Answer 4

Digital media offer the opportunity for firms to be part of the dialogue

Question 5

Six primary objectives of PR

Answer 5

1. Promoting goodwill - image-building function
2. Promoting a product or service
3. Preparing internal communications - disseminating information and correcting misinformation
4. Counteracting negative publicity - damage-control function
5. Lobbying
6. Giving advice and counsel - preparing employees for public appearances…

Question 6

Tools for public relations

Answer 6

♠ Press releases 
♠  Feature stories
♠ Company Newsletters/e-Newsletters
♠ Interviews and Press Conferences
♠ Sponsored events
♠ Publicity

Question 7

Typical categories of information that make for a good story

Answer 7

♠ New products launches
♠ New scientific discovery 
♠ New personnel
♠ Annual shareholder meetings 
♠ Charitable and community service activities

Question 8

Publicity definiton

Answer 8

Essentially free media exposure about a firm’s activities or brands. It tends to carry heightened credibility

Question 9

Proactive PR strategy definiton

Answer 9

‣ Takes an offensive approach
‣ Focuses on opportunities
‣ Guided by a brand’s marketing objectives
‣ Seeks to publicize a brand and build goodwill and buzz

Question 10

Reactive PR strategy

Answer 10

‣ Takes a defensive approach
‣ Focuses on problems
‣ Guided by external pressures
‣ Seeks to quell negative publicity and recoup positive brand identity and public goodwill

Question 11

Key components of PR program (proactive)

Answer 11

1. PR audit

2. PR plan

Question 12

PR audit definition

Answer 12

Identifies the characteristics of a firm’s activities that are positive and newsworthy

Question 13

Components of a PR plan

Answer 13

♠ Situation analysis
♠ Program objectives
♠ Program rationale
♠ Communications vehicles
♠ Message content

Question 14

Two steps that help implement a reactive PR strategy

Answer 14

1. The PR audit

2. Identification of vulnerabilities

Question 15

Influencer marketing categories

Answer 15

♠ Professional Influencer Programs
♠ Peer-to-Peer Programs
♠ Buzz and Viral Marketing
♠ Cultivating Connectors

Question 16

Buzz marketing definition

Answer 16

Creating an event or experience that yields conversations that include the brand.

Question 17

Viral marketing definiton

Answer 17

Process of consumers marketing to consumers via the Web or through personal contact stimulated by a firm marketing a brand.

Question 18

Five T’s to generate buzz

Answer 18

♠ Talkers
♠ Topics
♠ Tools
♠ Taking part
♠ Tracking

Question 19

BuzzMetrics what?

Answer 19

Provides services to clients for tracking word-of-moth activity across the Internet.

Question 20

Word of Mouth Marketing Association (WOMMA)

Answer 20

Resource for learning about the art and science of buzz building

Question 21

Corporate advertising definition

Answer 21

Intended to est. a favourable attitude toward a company as a whole.

Question 22

Types of corporate advertising

Answer 22

♠ Corporate Image Advertising - create favorable predisposition towards the firm. Not designed to influence sales
♠ Advocacy Advertising
♠ Cause-Related Advertising
♠ Green Marketing

Question 23

Advocacy Advertising

Answer 23

Establish an organization’s position on important social or political issues.

Question 24

A huge component of PR…

Answer 24

Is about monitoring and managing what consumers are saying to each other about the brand

Question 25

From the PR practitioners perspective...

Answer 25

The goal of influencer marketing is to help trusted sources take an advocacy position for their brand

Question 26

Influencer MKT & Theory (two-step flow of communication) (Katz & Lazarsfeld, 1955)

Answer 26

1. Organization - where the message is creates 2. Opinion leaders - attended by influencers (messages) 3. Public opinion - opinion leaders then communicate these messages to their social networks. Word-of-mouth matters!

Question 27

Professional influencer marketing - brands target experts with hopes of making them advocates.

Answer 27

‣ Experts have the ability to influence product choices in their area ‣ The process: • Don’t waste their time • Encourage expert trial use • Messaging with experts should focus on benefits • Must commit long-term; aiming to build trus

Question 28

Peer-to-peer influencer MKT - brands target influencers with hopes of making them brand advocates

Answer 28

♠ WoM - 2 or more consumers share an opinion directly ♠ Buzz - an event or activity that yields excitement associated with brand—leads to publicity ♠ Viral - brand message that spreads quickly and exponentially among consumers (digitally)

Question 29

Common objectives of corporate MKT

Answer 29

1. Build the image of the firm 2. Boost employee morale or attract new employees 3. Communicate an organization’s views 4. Position the firm’s products against competition 5. Play a role in integrated brand promotion

Question 30

Corporate advertising example

Answer 30

Deepwater Horizon oil spilli

Question 31

Lululemon textbook crisis communications

Answer 31

``` ♠ Admit your mistake and offer recourse ♠ Laugh at yourself ♠ Keep the media informed ♠ Issue FAQs ♠ Maintain CEO integrity ♠ Keep brand ambassadors happy ```

Question 32

PR definition

Answer 32

♠ communication efforts that attempt to “foster goodwill between a firm and its many constituent groups.” (O’Guinn et al.) ♠ communication efforts “that help an organization and its publics mutually adapt to each other.” (PRSA, 1982)

Question 33

Take home messages about PR

Answer 33

♠ PR is about relationship maintenance | ♠ Public goodwill is the greatest asset any organization can have

Question 34

PR practitioners deal with 2 main questions

Answer 34

* Which publics are most important now and in the future? | * What do these publics think?

Question 35

Types of PR - primary types of public relations

Answer 35

``` ♠ Media relations ♠ Employee relations ♠ Financial relations ♠ Corporate relations ♠ Public affairs ```

Question 36

PR (PR vs. Advertising basic differences)

Answer 36

‣ Focused on the organization ‣ Maintain public goodwill ‣ Addresses more audiences ‣ Focused on long-term image

Question 37

ADV (PR vs. Advertising basic differences)

Answer 37

‣ Focused on the product / service ‣ Create consumer awareness ‣ Addresses fewer audiences ‣ Focused on short(er)-term image

Question 38

PR (PR vs. Advertising differences in how they use media)

Answer 38

‣ Persuade media to give free coverage (“earned media”) ‣ Little control over media message ‣ Can garner more credibility

Question 39

ADV (PR vs. Advertising differences in how they use media)

Answer 39

‣ Buy media coverage ‣ Complete control over media message (for traditional adv) ‣ Not as credible

Question 40

Traits of a (good) PR practitioner

Answer 40

``` ‣ Interpersonally gifted ‣ Patient and benevolent ‣ Energetic and dedicated ‣ Good listener ‣ Enjoys uncertainty ‣ Can think on demand ‣ Prescient ‣ Life-long learner ‣ Conflict mediator ‣ Don’t need constant praise ```

Question 41

A huge component of PR …

Answer 41

is about managing the many varied perspectives and opinions that surround a brand or organization; it’s about understanding these perspectives, finding common ground, and designing strategic communication that’s derived from that common ground

Question 42

Crisis Management - when most people think of PR, they think of CM

Answer 42

‣ All firms encounter problems; their responses are critical • These responses are increasingly critical because the problems are more visible and more long-lasting in our new media ecosystem ‣ PR practitioners must be ready for crises a priori

Question 43

PR practitioners must be ready for crises a priori (Crisis Management) - Good practices

Answer 43

* Crisis management teams are formed * Crisis plans are in place * Spokesperson is identified and prepared * Messages are clear, consistent, and factual * Response is swift

Question 44

In today’s web-enabled world …

Answer 44

Consumer can talk about brands like never before; public relations practitioners must monitor and co- manage these discussions

Question 45

PR & the Internet - new challenges faced by PR practitioners

Answer 45

1. Brands have less control over their messages 2. Every employee is a spokesperson 3. Gossip and rumors spread instantly 4. Dissatisfied customers have power

Question 46

Disaster is always nearby …

Answer 46

Effective PR requires being ready for these crises, even if they never happen

Question 47

Consumer purchasing behavior is largely driven by...

Answer 47

interpersonal communication

Question 48

2 huge components of PR …

Answer 48

♠ managing the many varied perspectives and opinions that surround a brand ♠ monitoring and managing what consumers are saying to each other about our brand

Question 49

Cause (Types of Corporate Advertising)

Answer 49

Features a firm’s affiliation with an important social cause

Question 50

Green (Types of Corporate Advertising)

Answer 50

Corporate efforts that embrace a cause or a program in support of the natural environment

Question 51

In today’s world …

Answer 51

PR mistakes can have ripple effects that extend beyond one brand; PR practitioners must preserve their brand’s public image and be mindful of how its public image is connected to those of other brands

Question 52

Key PR problems in Deen’s announcement

Answer 52

1. Wrong tone – disingenuous, self-serving, greedy 2. Forced her talking points 3. Delivered inappropriate talking points 4. Woeful lack of knowledge or helpful information 5. Accusatory and defensive interpersonal communication