chapter 7,8,9 PR

Question 1

Research

Answer 1

The controlled, objective, systematic gathering of information for the purpose of describing and understanding. Research is also considered a listening process

Question 2

Evaluation

Answer 2

The systematic assessment of a program, team, or campaign’s results mapped to performance based goals

Question 3

Purpose of evaluation

Answer 3

What was done right and what could be improved? Was there a return on the investment? Can our actions be mapped to actual quantifiable results

Question 4

Proposals

Answer 4

A written document that describes capabilities, research, recommended tactics, metrics, and or recommendations to implement a new strategy or creative concept.

Question 5

Three types of of proposals

Answer 5

Ad Hoc, Standing, or Contingency

Question 6

Key sections of a proposal

Answer 6

Transmittal letter, executive summary, situation analysis, objective / goal, target audience, strategy, timeline, budget, and project team

Question 7

Transmittal letter

Answer 7

Is a formal business letter that introduces and summarizes the proposal or recommendation.

Question 8

Executive summary

Answer 8

One page overview that highlights key points of the overall proposal

Question 9

Situation analysis

Answer 9

Describes the current situation and use findings from the SWOT analysis

Question 10

Target audience

Answer 10

General introductory paragraphs about who is being targeted and why (primary and secondary audiences)

Question 11

Differences between transmittal letter and executive summary

Answer 11

Letter is a one-page business letter that clearly introduces you, your capabilities, and thanks decision-makers for reviewing your proposal.
Summary is one-page focused on summarizing the entire proposal.

Question 12

Using PESO in PR planning

Answer 12

Paid, Earned, Owned, Shared

Question 13

Paid

Answer 13

Advertorial, boost posts, sponsored content, social media ads.

Question 14

Earned

Answer 14

Media relations, influencer relations, blogger relations, word of mouth

Question 15

Owned

Answer 15

Websites, content, newsletters, employee stories

Question 16

Shared

Answer 16

Social media, influencer engagement, partnerships

Question 17

Social media audit and analysis

Answer 17

is the process of reviewing your social media metrics to assess growth, opportunities, and to determine what can be done to improve your social presence

Question 18

Why is social media audit important

Answer 18

Make actionable recommendations for new content or campaigns

Question 19

Recommendations / goals / objectives

Answer 19

Introductory paragraphs describing how you suggest solving the problem

Question 20

Timeliness

Answer 20

Demonstrate month to month timing of project from start to completion

Question 21

Budget

Answer 21

Outlines estimated fees for time

Question 22

Gantt Chart

Answer 22

Illustrates a project schedule

Question 23

How do we plan?

Answer 23

Consensus building, brainstorming, SWOT analysis

Question 24

SWOT analysis

Answer 24

strengths, weaknesses, opportunities, threats

Question 25

Plan and proposal

Answer 25

The proposal comes first and is more informal, plan has all the details