PR Flashcards
Defining PR I
The management function which 1) evaluates public attitudes, 2) identifies the policies and procedures of an organization with the public interest, 3) and executes a program of action (and communication) to
earn public understanding and acceptance.
Defining PR II
Strategic comm process that builds mutually beneficial relationships between organisations and their publics.
PR should always be tied…
with com goals (creating awareness, disseminating the info, changing attitudes or behaviour)
Assessing public attitudes and creating a favourable corporate image
Effective PR
a balance between brand’s
needs, media’s agenda and journalists’ expectations.
Measuring PESO
P: Exposure, audience reach
* Return on investment
* Click Through Rates
E: * Media inquiries
* Mentions
* Audience reached
* Tone
* SEO
S: * Inbound links
O: * Visitors, page views
* Conversion rate
* Bounce rate
CEI
Comm Effectiveness Index: total of reach, mentions, tone etc.
Mentions
Number of stories in media channels, mentioning the organization over given period of time.
Contacts reached
Size of audience potentially reached media stories mentioning the organization.
SOV
Share of Voice: the degree to which people see a company’s advertisements, etc. in a particular market, compared to those of competitors.
AVE
Advertising Value Equivalency: measuring the amount of coverage – in inches for print publications and seconds or minutes for radio or television broadcasts – and multiplying that count by the advertising rate
ROI
Return on impressions: the approach assuming that a certain number of impressions in the media will raise awareness and that it will affect the attitudes
and behaviours of one part of targeted audiences
ROMI
Return on media impact: compares media coverage data with sales results over a longer period of time to recognize cause and effect
ROTI
Return on target investment: — uses survey research before and after media exposure for measurement of awareness and buying intentions
ROEM
Return on earned media: — the approach is based on advertising value equivalency (AVE), a comparison of gained media coverage and publicity with advertisements.
