Chapter 4.2 Flashcards
Explain outdoor advertising
= Cost-effective media due to its ability to reach increasingly difficult customers who are less mobile and less exposed to traditional forms of media
Explain Transit advertising
Advertising is place on/ in modes of public transport or public transportation areas
Explain oramedia
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
What are the tools used in internal media?
-In-person communication
-printed communication
-IT-based communication
What is the aim of online media for PR?
To build relationships with stakeholders once they visit the website and creating traffic on the website
Define Website
A collection of pages on the internet that contain information on a specific subject and is published
Define online media rooms
A specific section on an organisations website to communicate with the media
What type of information does an online media room contain?
-Press/News releases
-Executives biographies and photographs
-PR practitioners contact details
Mention the advantages of emails
-Easy to manage
-Fast delivery
-Low cost
-Filtering is hassle-free
-Secure and reliable information
Define E-Newsletters
Electronic newsletters that are distributed internally and externally to stakeholders
-They’re used to inform, entertain or persuade stakeholders about specific topics
Define blogs
An online diary that allows readers to leave comments which can start a conversation on the topic that is being delt with
List and explain the various types of blogs
-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
In what ways can blogs be used in marketing and PR?
-To spread news
-Monitor what is being said about your company
-To take part in conversations
-To contribute to own capital
How can micro blogs be used by PR?
-To see what people are saying about you and your competitors
-To start a conversation by setting up a profile and starting to post
Define discussion forms
Internet-based sites that center around a specific topic and provide a platform for users to post questions
When will you use a Search engine organisation as a PR practitioner?
-Writing press releases
-Writing e-newsletters
-In social media posts
-In article marketing
Define Real Simple Syndication (RSS)
A system which enables readers of blogs/websites to subscribe to their favourite sites and it informs them of new content
How can RSS be used by PR practitioners?
-Distributing information
-Gathering information
What are the benefits of RSS?
-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
Define Social media monitoring
Using an application to monitor conversations on the internet that include your company/brand
What are the online monitoring tools?
-Radian
-Meltwater Buzz
-Brandwatch
What is the difference between traditional and online PR?
-Availability of the message
-Reaching target market
List the advantages of online PR
-Lower cost
-Easy to measure
-Global reach
-Interactivity
-Fast communication
Explain online influencers?
Companies target influencers to spread the message
Explain how influencers can be targeted
-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
List and explain the different forms of media
-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
What does the success of PR as a management tool depend on?
-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
What does PR need to comply with in order for it to be successful?
-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
