chapter 4

Question 1

what are the difference between PR and advertising

Answer 1

PR is unpaid. ADT paid
PR is credible. ADT skeptical
PR is earned. ADT is purchased

Question 2

what is earned media

Answer 2

publicity gained through means (world of mouth/media coverage)
exp: reviews, news article, social media mentions

Question 3

what is owned media

Answer 3

content controlled by the brand
exp: company websites, blogs, social media page

Question 4

what is paid media

Answer 4

paid advertising to promote content/brand
example: online ads, sponsorships, influencer partnership

Question 5

how PR uses social media

Answer 5

1. collaborate with influencers (higher engangemen, better PR value)
2. social listening
3. influence journalists stories (journalists checks social media for trending topics)
4. react to negative press swiftly
5. make announcements

Question 6

how ppl utilize social media in PR work

Answer 6

1. pr is a 2 way street (connect with audience through conversation an feedback)
2. constant engagement
3. increase demand for digital pros
4. navigating the new landscape (combine paid, earned and owned media)
5. ever change definition of success