PR Final Exam: Media Kit, Communications Planning

Question 1

What are the 3 components to understand to do strategic planning?

Answer 1

1. Relationship dynamics
2. Key objectives
3. Appropriate strategies and tactics

Question 2

What are the 5 key objectives when developing messages?

Answer 2

1. attention
2. Inform MAPs
3. Ethical Persuasion
4. Collaborative decision making
5. Co-creating meaning via narratives

Question 3

Channels for regular messaging

Answer 3

Routine Channels

Question 4

Channels for special events, based on specific context

Answer 4

Situational Channels

Question 5

6 circumstances for channel selection

Answer 5

1. Placed
2. Paid
3. Interactive
4. Responsive
5. Traditional
6. Contemporary

Question 6

What is CDM?

Answer 6

Collaborative Decision Making

Question 7

Channel selection that is uncontrolled, not purchased, in the know with the needs of media and is earned media is….

Answer 7

Placed Channel Selection

Question 8

Selecting a media channel that is controlled, and on an advertising schedule is known as what type of channel?

Answer 8

Paid

Question 9

Interactive media channels is important for…

Answer 9

CDM and transparency

Question 10

One to many communication is considered

Answer 10

traditional

Question 11

Type of spoken channel used for news or noteworthy info

Answer 11

media (press) conference

Question 12

Backgrounders/ Media tours provide

Answer 12

General info on an organization and are usually politically motivated

Question 13

Personal interviews add

Answer 13

credibility and humanity

Question 14

Analyst Meetings are for

Answer 14

internal communication, allowing stakes to have conversations

Question 15

What type of conversation tone should you typically aim for in contemporary COMS?

Answer 15

Individual, conversation: write as if speaking with one person, not a huge group

Question 16

of people of MAPs that have been reached at least once

Answer 16

Reach

Question 17

How often a message is repeated

Answer 17

Frequency

Question 18

What is MEF

Answer 18

Minimum Effective Frequency: Determines # of times a message needs to be viewed for action

Question 19

What is continuity?

Answer 19

Ensuring messaging continually appears before target audience

Question 20

High levels of info output and then pulling back is called

Answer 20

pulsing

Question 21

What is flighting?

Answer 21

Alternating exposure of message with times of no exposure

Question 22

What is weighting?

Answer 22

Strategic increases in messaging to target MAPs

Question 23

What is message positioning?

Answer 23

Making sure to connect messages to self interests of the target MAPs

Question 24

Who’s role is it to keep the public informed and protect them?

Answer 24

Journalist

Question 25

Who pitches stories?

Answer 25

PR Practitioner

Question 26

3 pros of earned media

Answer 26

1. Larger reach in shorter time
2. Cost effective
3. 3rd party endorsement

Question 27

3 cons of earned media

Answer 27

1. Lack of control over type of coverage
2. Story must be newsworthy
3. Difficult to compete

Question 28

5 aspects of the media landscape

Answer 28

1. Print
2. Broadcast
3. Digital
4. Ethnic Media
5. Agencies

Question 29

6 steps to taking action

Answer 29

1. Planning
2. Preparing Media Materials
3. Media List
4. Distribution
5. Pitching the Story
6. Media Marketing

Question 30

2 types of message points

Answer 30

Informative and Persuasive

Question 31

5 New Rules for Engagement

Answer 31

1. Information Sharing
2. Customize Content
3. Engagement
4. Transparency
5. Permission

Question 32

UGC stands for

Answer 32

User Generated Content