Final Flashcards
Controlled media
Channels of communication that allow PR practitioners to write, edit, produce, and distribute messages as they see fit
Uncontrolled media
Channels of communication that are outside the control of public relations practitioners (builds third-party credibility)
PESO Model
mix of paid, earned, shared, and owned content
Paid media examples
sponsored post, social media ads, search engine advertising, corporate advertising (org as a whole rather than service or product), native advertising (integrated), advertorial (editorial)
Earned media examples
Publicity aka media relations, blogger relations, investor relations, influencer relations
Shared media examples
Social media apps
Owned media examples
Content created from company experts, employee stories, customer stories, reviews
Overlap of paid and owned media
Incentive aka affiliate, brand ambassadors, sponsored content
Overlap of all PESO content
Authority - optimized, sharable, engaging content
Overlap of earned and shared media
Influencer engagement (detractors > loyalists > advocates) and partnerships with the community
Media gatekeepers
people or processes that filter information by deciding which content is shared or forwarded (ex. influencers or algorithms)
You give up control of information when you…
share it on social media
Importance of diverse decision-makers in an organization
the organization will be more effective in relating and extending their loyalty to various publics,
Excellence in PR is based on
meaningful action
Loyalty
a sense of obligation or support
Message testing
focus groups, readability tests
media monitoring services
vendors that assist PR practitioners in collecting, analyzing, and reporting on media data for evaluation
clipping services
businesses that monitor media for mentions of clients in local or international outlers
bounce rate
percentage of online visitors who visit then leave instead of continuing towards other goals as defined by the strategist
conversion rate
number of goals reached divided by the number of unique visitors to a site
AMEC
International Association for Measurement and Evaluation of Communication
Barcelona Principles Story
set of guidelines for measuring the effectiveness of PR and comms efforts, established in 2010. to standardize PR measurement, emphasizing transparency, ethics, and outcomes, rather than outputs
Barcelona Principle 1
Goal Setting and Measurement are Fundamental
Barcelona Principle 2
Measuring Communication Outcomes is Recommended
Attitudinal
affect, emotion, favour, or disfavour towards an entity
Cognitive
mental processes
Behavioural
observable human action
Likert-type items
questionnaires with defined response options ranging from strongly disagree to strongly agree
Barcelona Principle 3
The Effect on Organizational Performance should be measured
Barcelona Principle 4
Measurement and evaluation require both qualitative and quantitative methods
Barcelona Principle 5
Advertising value equivalencies are not the value of communications
Multipliers
assumptions applied to media reach numbers to estimate lager audience exposure and assign added value compared to paid advertising
Barcelona Principle 6
Social media should be measured consistently with other media channels
Barcelona Principle 7
Measurement and evaluation should be transparent, consistent, and valid
“Measure what matters” refers to
what your marketplace is saying, thinking, and doing
Measure what your marketplace is saying
media content analysis including visibility, tone, messages, and conversation type
Measure what your marketplace is thinking
social media likes and shares, email forwards
Measure what your marketplace is doing
(whether the behaviour of your publics has changed as a result of your efforts) analysis of changes in awareness, web traffic, sales, and analytics
Independence in PR ethics
value of autonomy and accountability in providing objective counsel
Listicle
article in the form of a list
5 Reasons to write well
relationships
influence/persuasion
goals/objectives
reputation management
impression management
reputation management
acting and communication in writing to influence (long term) an org’s reputation through planning, analyzing feedback, and evaluation
impression management
people influence perceptions of themselves/orgs by immediately controlling information in social interactions
delayed lead
beginning a story without summarizing the main points to entice the reader to keep reading
inverted pyramid
begin a news story with the most important points (big end of triangle, 5 W’s) then points get less important as triangle goes smaller
direct lead
begin a new story with the main points (5 Ws)
media kits
include news releases, fact sheets, and backgrounders
contingency theory
claims that the best course of action in any situation depends on the specifics
pure advocacy vs pure accommodation
PR firmly pleads an org’s case without compromise vs. fully concedes to the public’s demands
issues life cycle
early/potential, emerging, current/crisis, dormant (accept long term consequences)
7 steps for proactive issues management using RACE framework from PR
R = monitoring & identification
A = prioritization & analysis & strategic planning
C = implementation
E = evaluation
organizational crisis
a major threat to an organization’s operations or reputation
crisis types
victim, accident, preventable
crisis response strategies
deny (scapegoating blame)
diminish
rebuild (apology, compensation)
reinforce (bolstering good things, ingratiation)
social media crisis communication model (SMCC) identifies which 3 types of social media users for PR people to pay attention to during a crisis
- influential creators
- followers
- inactives
culture
the ideas, customs, and social behaviour of a particular people or society
low-context communication
meaning of messages is stated explicity and requires little understanding of context
high-context communication
meaning conveyed lies in the context of the communication or is internal to the communicators
5 cultural dimensions according to Hofstede to understand how people of different cultures communicate
power distance
individualism-collectivism
uncertainty avoidance
masculinity-femininity
long-term orientation
power distance cultural dimension
value hierarchy and authority vs. equal distribution of power
individualism-collectivism cultural dimension
value loyality to self and immediate family vs. to lager groups and society more
uncertainty avoidance cultural dimension
high = less comfortable with ambiguity (in this case, focus on specific outcomes of communication rather than dialogue itself)
less = more at ease with ambiguity
masculinity-femininity cultural dimension
masculine = value competition, achievement, material success
feminine = value care, collaboration, and modesty more
long-term orientation cultural dimension
high = value long-heldtraditions more
low = value entrepreneurship and innovation more
cultural intelligence
abilty to communicate effectively across cultures using cognitive, emotional, and behavioural/physical skills
3 sources of cultural intelligence
head: learning and thinking about what you hope to achieve
body: appropriate eye contact or gestures
heart: confidence
public diplomacy
subset of international public relations focusing on promoting national interests
mediated public diplomacy
a nation’s strategic use of media to promote its agenda abroad to foreign publics
relational public diplomacy
cultural two-way exchange between a nation and its foreign publics with the goal of achieving mutual benefits
dialogic communication
communicating your view while remaining open to seeing the world as others
monologic communication
one party trying to impose its view on others
