Chapter 4.2

Question 1

Explain outdoor advertising

Answer 1

= Cost-effective media due to its ability to reach increasingly difficult customers who are less mobile and less exposed to traditional forms of media

Question 2

Explain Transit advertising

Answer 2

Advertising is place on/ in modes of public transport or public transportation areas

Question 3

Explain oramedia

Answer 3

Techniques use puppet shows, village theatre, improvisational theatre, gossip, poetry, festivals, marketplaces, weddings, funerals, and political rallies

-It’s used to communicate with rural publics, different ethnic groups, different cultural groups and languages

Question 4

What are the tools used in internal media?

Answer 4

-In-person communication
-printed communication
-IT-based communication

Question 5

What is the aim of online media for PR?

Answer 5

To build relationships with stakeholders once they visit the website and creating traffic on the website

Question 6

Define Website

Answer 6

A collection of pages on the internet that contain information on a specific subject and is published

Question 7

Define online media rooms

Answer 7

A specific section on an organisations website to communicate with the media

Question 8

What type of information does an online media room contain?

Answer 8

-Press/News releases
-Executives biographies and photographs
-PR practitioners contact details

Question 9

Mention the advantages of emails

Answer 9

-Easy to manage
-Fast delivery
-Low cost
-Filtering is hassle-free
-Secure and reliable information

Question 10

Define E-Newsletters

Answer 10

Electronic newsletters that are distributed internally and externally to stakeholders

-They’re used to inform, entertain or persuade stakeholders about specific topics

Question 11

Define blogs

Answer 11

An online diary that allows readers to leave comments which can start a conversation on the topic that is being delt with

Question 12

List and explain the various types of blogs

Answer 12

-Personal blog:
Used to share experiences and opinions on various topics and is authored by an individual

-Corporate blog:
Used to communicate with internal and external publics on matters related to the organisation

-News blog:
Collections of online news where readers can engage in dialogue with other readers on the news reported

Question 13

In what ways can blogs be used in marketing and PR?

Answer 13

-To spread news
-Monitor what is being said about your company
-To take part in conversations
-To contribute to own capital

Question 14

How can micro blogs be used by PR?

Answer 14

-To see what people are saying about you and your competitors

-To start a conversation by setting up a profile and starting to post

Question 15

Define discussion forms

Answer 15

Internet-based sites that center around a specific topic and provide a platform for users to post questions

Question 16

When will you use a Search engine organisation as a PR practitioner?

Answer 16

-Writing press releases
-Writing e-newsletters
-In social media posts
-In article marketing

Question 17

Define Real Simple Syndication (RSS)

Answer 17

A system which enables readers of blogs/websites to subscribe to their favourite sites and it informs them of new content

Question 18

How can RSS be used by PR practitioners?

Answer 18

-Distributing information
-Gathering information

Question 19

What are the benefits of RSS?

Answer 19

-The content that is received is live as the subscriber receives the information as it is being passed

-Subscribers are in control of the information that they receive

-Its easy to use as it is delivered in a structured format

Question 20

Define Social media monitoring

Answer 20

Using an application to monitor conversations on the internet that include your company/brand

Question 21

What are the online monitoring tools?

Answer 21

-Radian
-Meltwater Buzz
-Brandwatch

Question 22

What is the difference between traditional and online PR?

Answer 22

-Availability of the message
-Reaching target market

Question 23

List the advantages of online PR

Answer 23

-Lower cost
-Easy to measure
-Global reach
-Interactivity
-Fast communication

Question 24

Explain online influencers?

Answer 24

Companies target influencers to spread the message

Question 25

Explain how influencers can be targeted

Answer 25

-To influencers:
Market your brand to them as you would your target audience. This will increase brand awareness

-Through influencers
Make use of influencers to increase your brand awareness amongst their followers and in turn your target audience

-With influencers:
Turn them into your advocates. If they support your brand and believe in your brand they will speak for you

Question 26

List and explain the different forms of media

Answer 26

-Earned media :
Consumers can create it or it can be created by an organisation that consumers share

It builds authority and credibility and its free

-Owned media
New media channels created by organisations to market their products/ services

-Sold media
Media that the organisation owns and invites others to use to place content by paying a fee

-Hijacked media
Media taken captive by consumers/the opposition and used in a negative way

Question 27

What does the success of PR as a management tool depend on?

Answer 27

-Participation and commitment of management
-Competency of PR practitioners
-Centralisation of policymaking
-2 way communication between internal and external publics
-Coordination of planning and executing strategy to meet objectives

Question 28

What does PR need to comply with in order for it to be successful?

Answer 28

-Communication must be open and honest
-Success of PR programmes must be monitored
-Should run on ethical business principles
-PR officers and managers must be efficient