Chp 14 & 15 Measure and Develop PR

Question 1

What is the 4 step RACE model stand for?

Answer 1

• Research
• Action
• Communication
• Evaluation

Question 2

What does the 4 step ROPE model stand for?

Answer 2

• Research
• Create Objectives
• Plan
• Evaluation

Question 3

What 5 metrics are included in the Social Media Metrics Model?

Answer 3

• Exposure
• Engagement
• Influence
• Impact
• Advocacy

Question 4

What is included in the Strategic and Tactical Social Media Plan Template?

Answer 4

• Research
• Goal
• Objectives
• Strategy
• Tactics
• Implementation, budget and timeline
• Reporting and evaluation

Question 5

Exposure

Answer 5

• Create potential audience exposure to content and messages

Question 6

Engagement

Answer 6

• Interaction that occurs in response to content on an owned channel
• “Engaging with you” or “talking about you”

Question 7

Influence

Answer 7

• Ability to cause or contribute to a change in opinion or behavior

Question 8

Impact

Answer 8

• Effect of a social media campaign program or effort on the target audience
• Financial impact

Question 9

Advocacy

Answer 9

• Act of pleading or making the case for something includes positive sentiment and one of the following
  o Recommendation
  o Call to action to purchase
  o Suggested usage or suggested change to opinion