Chapter 8 Flashcards
PR campaign
A brand aligned document that outlines from start to finish what an individual or company wants to accomplish creatively and strategically
What are two steps for conducting a successful PR campaign?
Planning and research
What does RACE stand for?
R - research
A - action
C - communication
E - evaluation
What does ROPE stand for?
R - research
O - objectives
P - planning
E - evaluation
what does SMART stand for?
S - specific
M - measurable
A - achievable
R - realistic
T - time specific
what are strategies?
Statements in which we discuss how we will achieve our state objectives
What are tactics?
Specific tools and activities we used to carry out our strategy
What are objectives?
A broad statement of what we want to accomplish
What is an environmental/external scan?
An overview of the factors that are happening outside of our client’s internal environment that can impact their work
what are the three environmental/external factors?
- Legal factors.
- Political factors.
- Economic factor.
What is a situational analysis?
Allows us to organize the data we have collected
What are the two types of audiences?
Primary and secondary audiences
primary messages
Broad statement
Secondary messages
Provide provides evidence to support the primary messages
What does PESO stand for?
P - paid
E - earned
S - shared
O - owned
what is an example of paid media?
Sponsored post and promoted videos
What is an example of earned media?
Influencer marketing and event marketing
What is an example of shared media?
Social media posts and reviews
What is an example of owned media?
Websites and emails
