Exam 1 Flashcards
Define Public Relations
The management function that establishes and maintains mutually beneficial relationships between an organization and the publics.
Define Press Release/News Release
An objective, straightforward, unbiased news story that a public relations practitioner writes an distributes to appropriate news media.
Define Media Kit
Media kits usually contain at least one news release, accompanied by a fact sheet (a basic who-what-where-when-why-and how of the story) and one or more backgrounders (detailed information designed to supplement the news release)
- Brochures
- Product samples
- Information about photo opportunities
Define Pitch
A personalized and direct invitation to a reporter or editor to develop an idea into a story
Define Corporate Social Responsibility
An organizational philosophy that emphasizes an organization’s obligation to be a good corporate citizen through programs that improve society
What are the four quadrants of public relations?
Media, Community, Government, Business
Define Social
Marked by or passed in pleasant companionship with friends or associates of or relating to human society, the interaction of the individual and the group, or the welfare of human beings as members of society
-Tending to form cooperative and interdependent relationships with others
Define Media
Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet.
-Media is the plural of medium and can take a plural or singular verb, depending on the sense intended.
Social Media
Activities, practices, and behavior among communities of people who gather online to share information, knowledge, and opinions using conversational media
Conversational media are web-based applications that make it possible to create and easily transmit content in the form of words, pictures, video, and audio
Social Networks
Social networks comprise a complex system of web-based services that allow for the self-organization of individuals to construct a public or semipublic profile with a set of users with whom they share a connection.
What are the four components of social media?
Share (participate, connect, build trust)
Optimize (listen and learn, take part in authentic conversations)
Manage (media monitoring, quick responses, real-time interactions)
Engage (engaging in conversations with influencer)
Important elements of search results
- Query (uses keywords)
- Index (created of webpages)
- Networks/Connections
Keywords
In the context of search engine optimization, a keyword is a particular word or phrase that describes the contents of a web page
- Think like a customer/audience
- Organize by theme
- Be specific
- Use negative keywords
- Use the keyword planner
Explain social relationships in terms of nodes and ties.
A node is you, a tie is your connections.
Hub
Number of connections
Degree
Out-degree: The number of outgoing connections of a node within the network
In-degree: The number of incoming connections of a node
Three types of centrality
- Closeness centrality
- Betweenness centrality
- Eigenvector centrality
Closeness centrality
Measure of distance between a node of interest and other nodes
-The mean length of all shortest paths from a node to all other nodes in the network
Betweenness Centrality
Measure of a node’s position relative to other node paths
- Shows which nodes are more likely to be in communication paths between other nodes - "bridge" score for individual nodes
Eigenvector centrality
Measure of the connections of alters, suggesting that “friend’s of friends” are often more important than direct connections
- Useful in determining who is connected to the most connected nodes
- Many neighbors and/or important neighbors
- A variant of this eigenvector centrality is the PageRank score
Important elements of search results
User
-keywords
Search engines
- centrality
- in-degree
- eigenvector centrality
Search Engine Optimization (SEO)
The process of affecting the visibility of a website or a web page in a search engine’s unpaid results
Black Hat SEO
The use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines
Black hat SEO methods:
- Keyword stuffing
- Link building/farming
- Doorway pages
- Invisible/hidden text
AdWords
- Google’s ad network
- Displays ads relevant to a user’s search query
How it works:
- Auction system
- Most clicked ad on the top
- Higher payment not necessarily guarantees higher rank
AdSense
A program run by Google that allows publishers in the Google network of content sites to serve advertisements based on site content and audiences
Click Fraud
In pay per click online advertising when a person, automated script, or computer program imitates a legitimate user of a web browser clicking on an ad
Before you begin building web content…
- Set goals and analyze your needs
- Create a site specification document
- what you intend to do
- what and why technology and content you’ll need
- how long the process will take
- how will assess the results of your efforts
Planning
- Set goals
- a generalized statement of the outcome you hope your plan achieves - Know your audience
- Criticize design
- Build content inventory
Developing Site Specification: Goals and Strategies
- What is the goal of your organization?
- How will creating a Web site support your goal?
- What are your two or three most important goals for the site?
- Who is the primary audience for the Web site?
- What do you want the audience to think or do after having visited your site?
- What Web-related strategies will you use to achieve those goals?
- How will you measure the success of your site?
- How will you adequately maintain the finished site?
Developing Site Specification: Production Issues
- How many pages will the site contain? What is the maximum acceptable count under this budget?
- What special technical or functional requirements are needed?
- What is the budget for the site?
- What is the production schedule for the site, including intermediate milestones and dates?
- Who are the people on the development team and what are their responsibilities?
Personas
Personas simplify the audience into groups based on:
- demographics of the persona
- constraints
- technological limitations, a language barrier, or even vision impairment
- needs and wants
Three types of personas
- Personas with a need that the product can satisfy
- Personas interested in learning about new products
- Personas with enough money to afford the product
Specifying within personas (example)
Students- students in online classes - online students working part time - etc.
Social Technographics Ladder
Creators 24% Conversationalists 33% Critics 37% Collectors 20% Joiners 59% Spectators 70% Inactives 17%
Social Technographics Ladder (Creators)
- Publish a blog
- Publish your own web pages
- Upload video you created
- Upload audio/music you created
- Write articles or stories and post them
Social Technographics Ladder (Conversationalists)
- Update status on social networking site
- Post updates on Twitter
Social Technographics Ladder (Critics)
- Post ratings/reviews of products or services
- Comment on someone else’s blog
- Contribute to online forums
- Contribute to/edit articles in a wiki
Social Technographics Ladder (collectors)
- Use RSS feeds
- Vote for web sites online
- Add “tags” to web pages or photos
Social Technographics Ladder (joiners)
- Maintain profile on a social networking site
- Visit social networking sites
Social Technographics Ladder (spectators)
- read blogs
- listen to podcasts
- watch video from other users
- read online forums
- read customer ratings/reviews
- read tweets
Web content structure
Engineers
-maintain network and web server
Architects
-provide content
Designers
-graphics
Web content design principles
- contrast
- proximity
- alignment
- repetition
visual clutter
Specific considerations of web design
- Challenges
- download time
- typography
- space
- print - Links
- number of links
- offsite links
- placement of link
- repetition of links - Building for the real users
- accessibility
- experience
- interest
- speed of internet connection
Tips for creating a website
- Develop a site personality
- Photos and images tell your story
- Provide interactive tools
- Include interactive content tools
- Make feedback loops available
- Provide ways for your customers to interact with each other
- Include social media share buttons
- Make sure your site is current
- Think about your audiences’ preferred media and learning styles
- Create content with pass-along value that could go viral
How to create thoughtful content
- Define your organizational goals first
- Based on your goals, decide whether you want to provide the content free and without any registration or you want to include some kind of registration mechanism
- Write for your audience
- Do not write about your company and your products
- Think like a publisher by understanding your audience
- Choose a great title that grabs attention
- Promote the effort
- To drive the viral marketing effects
Forms of content
- White paper
- E-books
- Email newsletters
- Webinars
- Wikis
- Research and survey reports
- Photos, images, graphs, chart, and infographics
- Slide presentation
- Blogs
- Audio and video
Gobbledygook
Language that is meaningless or is made unintelligible by excessive use of abstruse technical terms; nonsense
Reporter’s job
- Generate reader interest
- Objectively tell all sides of the story
- Gather information from multiple sources
- Balance opposing views
- Obtain timely & useful information
- Work under deadline pressure
- Cover multiple beats
Public Relations Practitioner’s Job
- Establish credibility
- Understand the media outlet and its audience
- Determine the agenda and objectives
- Prepare, never wing it!
- Don’t talk off-the-cuff
- Tell the truth
- Give facts, not opinions
- Don’t pick a fight with a journalist
- No “Off the record” or “No comment”
- Don’t over answer
- Don’t repeat false statements
- Never miss critical deadlines
- Devour news!
- Say thank you!
The Perfect Pitch
- Personalization
- Creating an impact
- Brevity
Social Media Strategy
- Goal plan
- Content plan
- Conversation plan
- Operation plan
- Evaluation plan
Ethics
Standards of conduct that indicate how one should behave based on moral duties and virtues
PRSA Code of Ethics
- Advocacy
- Honesty
- Expertise
- Independence
- Loyalty
- Fairness
Ethical dilemmas
- Identify the specific ethical issue or conflict
- Identify internal/external factors (e.g., legal, political, social, economic) that may influence the decision
- Identify the key values associated with the PRSA code of ethics that may be in violation
- Identify the parties who will be affected by the decision and understand the professional obligation to each that the practitioner possesses
- Select the ethical principle to guide the PR practitioner through the decision-making process
- Make a decision and justify it
Practicing good ethics with social media
- spamming
- public feuds
- lying
- misrepresentation
- disclosing sensitive company or client information
Social media and the law
PRSA has identified three areas of concern:
- deceptive online practices
- front groups
- pay for play
READ L1, L2, L4, L6, L11, CANVAS READINGS
S8, S10, S11, S12, S13
READ L1, L2, L4, L6, L11, CANVAS READINGS
S8, S10, S11, S12, S13
