Exa Flashcards
PESO MODEL
Paid media: advertising, marketing, boosting
Earned media: media relations, magazine featured, generating coverage
Shared media: organic content, UGC
Owned media: brand website and socials
BRAINSTORMING
Generate ideas by stimulati the right side of the brain
Techniques: writing down ideas, look for patterns, word association etc
PUBLIC CLASSIFICATION
Primary: directly affected by an organisations objectives
Secondary: not directly affected by an organisation
OR
Internal: group of people who exist within an organisation (employees, volunteers)
External: all others (customers, community groups, media)
UNDERSTANDING PUBLICS
Problem recognition: if they see a problem, this public will actively seek out information
Constraint recognition: if the public thinks they have little power they are unlikely to seek out information
Level of involvement: a high likelihood of seeking out information
Rationalising publics
Latent: no problem recognition or information seeking. Quite inactive so need attention grabbing communication
Aware: high problem recognition and information seeking. Opportunity to build relationships
Active: high problem recognition and high level of involvement. These public seek collaboration
Steps in a PR campaign
- Situation analysis / research
- Identify publics
- Create SMART objectives
- Generate key messages
- Outline tactics
- Budget
- Timeline
- Evaluation
Difference between a thought leader and an influencer
A thought leader is the go-to expert in their field whereas an influencer tells other brands stories and does honest (hopefully) reviews
Different types of influencers
Mega: more than 1 million followers, usually celebrities
Macro: between 40k-1mil followers, more accessible than mega. Usually B-grace celebrities or online experts
Micro: ordinary people known for knowledge about a niche area. 1000-40000 followers
Nano: small number of followers less than 1000
How consumers respond to your digital brand
Investigate: follow the brand, visit website, click on content, click on links, purchase
Brand advocacy: share content, tell people, save content, write reviews, share their experience of the brand
Digital brand audit
A check up that evaluates your brands position in the marketplace, it’s strengths and weaknesses. And how to strengthen it
What makes a successful brand?
- has a distinctive personality
- is consistent in messaging and design
- demonstrates the value that the company provides
Prosumers
Combination of consumers and producers, audience that can contribute back to the brand
Types of convergence culture
Technological convergence
Economic convergence
Social convergence
Cultural convergence
Global convergence
Collective intelligence
The ability to pool knowledge and compare notes with others towards a common goal (eg community boards, NASA, google)
Forms of participatory culture
Affiliations: memberships in online communities centred around various forms of media
Expressions: producing new creative forms, fan video making, fan fiction, mash ups
Collaborative problem solving: working together in teams to complete tasks and develop new knowledge eg Wikipedia
Circulations: shaping the flow of media (podcasting, blogging)
Participatory culture
a culture with relatively low barriers to artistic expression and civic engagement, strong support. for creating and sharing one’s creations
Crowdfunding
Encouraging the public to submit content to be used in a campaign
Builds a community
Eg Airbnb shorts: users submitted video content and was created into a short film with 100 6 second clips from Airbnb travellers
Content marketing
A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience
Benefits or content marketing
- Creates content to serve the brand identity
- reached audiences in an influential and effective manner
- helps reach a broader audience
- positions the organisation
- provides thought leadership opportunities
Thought leadership essentials
- Think like your public
- provide powerful information
- define your organisation goals and objectives
- think like a publisher and understand your audience
- promote your content
Law essentials for communications
- privacy
- media policies and guidelines
- defamation
- media regulations
- codes of practice (PRIA)
- ethical and strategic approaches to influencers
TARES model for ethical persuasion
- truthfulness (of the message)
- authenticity (of the persuader)
- respect (for the receiver)
- equity (of the persuasive appeal)
- social responsibility (for the common good)
What is convergence culture
The ways in which digital media has changed relationships between organisations and their audience
Eg audiences are encouraged to join the conversation and take charge thanks to digital devices
Boundaries are blurred
