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PR2 > PR2 > Flashcards

PR2 Flashcards

1
Q

5 steps to strategic planning

A
  1. objective
  2. key public’s needs and info habits
  3. take advantage of strengths and opportunities
  4. mitigate weaknesses and avoid threats
  5. measure impact
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2
Q

in class we talked about a metaphor for strategic planning. What did we use?

A

roadtrip

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3
Q

7 keys to a successful campaign

A
  1. have a SMART goal
  2. define success
  3. target audience
  4. key messaging/tone
  5. $$$$$
  6. environmental context
  7. what they do best
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4
Q

what does SWOT stand for

A

strengths, weaknesses, opportunities, threats

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5
Q

give 2 examples of each S W O T section for Lavanda Café

A

S: large patio, social media, in trendy part of downtown
W: SEO, small venue, newer place
O: patio fest, liquor licence, corporate collab.
T: Parlour, parking, inflation, ppl stay inside.

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6
Q

PR looks for what type of communication with audience

A

2-way

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7
Q

what are SMART goals

A

Specific
Measurable
Achievable
Relevant
Timely

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8
Q

problem aware

A

knows there is a problem but doesn’t know about solution

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9
Q

solution aware

A

knows there is a problem wants to find solution

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10
Q

product aware

A

knows about a product for them but not which one

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11
Q

most aware

A

knows the product and solution for them :)

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12
Q

UGC

A

user generated content
when peeps make content for a company then they both post it.

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13
Q

what is a persona and why does anyone care about them

A

it is a fake person that reflects the group of people you are targeting. it feels easier to tailor the messaging to “one person”

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14
Q

what is the RACE model

A

Research
Analysis
Communication
Evaluation

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15
Q

elements of newsworthiness

A

Remember: THICC - NPP
Timely
Human Interest
Impact
Currency
Conflict
Novelty
Prominence
Proximity

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16
Q

principles of persuasion

A

FACI
familiarity: have familiar influencers advocate
action: make things easy af
clarity: use slogans, logos, images
identification: what’s in it for me

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17
Q

publicity campaign basics

A
  1. hit all media outlets at once
  2. media kit
  3. influencer relations
  4. public appearance
  5. be ongoing with messaging
  6. tone
  7. social media
  8. awards
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18
Q

what free elements can help make a publicity campaign successful

A

organic marketing and earned media

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19
Q

5 principals for internal comms

A

HONESTY
RESPECT
THANKS & RECOGNITION
TWO-WAY DIALOGUE
CONSISTENCEY

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20
Q

the effects of internal comms

A

employee satisfaction
retention
productivity
workplace culture
organization
mental health & wellness
low absenteeism
purpose & impact

21
Q

what do employees want to know?

A

what effects/is relevant to their job
how they’re doing
goals
what’s changing
how to be engaged

22
Q

primary vs secondary research

A

primary, you did it dawg.
secondary, you searched for it dude

23
Q

primary research techniques

A
  • interviews
  • focus groups
  • random samplling
24
Q

secondary research techniques

A

search the archives
internet sleuth
library and online databases

25
Q

how to evaluate social media comms

A

impressions, likes, comments, how they found us

26
Q

how to evaluate website comms

A

bounce rate, how they got to us, how long they stay, refferals

27
Q

how to evaluate events

A

tickets sold, registrations,

28
Q

how to evaluate email marketing comms

A

get an email list silly its so easy! it tells ya right there! how many peeps opened it, clicked, where they click.

29
Q

some digital evaluation metrics

A

goog analytics
socials insights
email marketing metrics
customer lifetime value
average spent/customer
customer visit frequency

30
Q

sponsorships

A

one night stand, give resources, recognition for sponsorship

31
Q

collabs

A

short term, informal, $ not often exchanged.
co-launch something.

32
Q

partnerships

A

two-way, mutual beneficial
each party does something for the other
complementary audiences
long or short term

33
Q

registered charities

A

registered with CRA
give tax reciepts
board of directors
benefit broader community
operate programming theirselves
EX: dream factory, humane society, wpg foundation

34
Q

non-profits

A

no tax reciepts
broader mission (no CRA)
owned by a group, governed by board
profits are reinvested

35
Q

how to do comms for non-profit/charities

A

communicate need
communicate impact
engage audience

36
Q

anatomy of storytelling

A

hook
conflict
hero story (beneficiary as hero) how helped
resolution (what up now)
call to action

37
Q

community relations

A

building/nurturing the relationship with specific publics via investing in their community resources.

38
Q

why do businesses do community relations

A

foster a positive image and give back to development of community.

39
Q

best practices of community relations

A

align with core values
engage authentically
measure impact.

40
Q

news conference

A

a newsworthy event that Js want to cover. follow up is needed to make the story

41
Q

CRITERIA FOR NEWS CONFRENCE

A
  1. of interest of large audience
  2. media wants to cover it NOW
  3. requires contact with us to cover it properly
42
Q

a solid media message includes:

A

-clips of 8-10 seconds for soundbite
-clear and uncomplicated
-plain language
-what’s in it for the audience
-impact not process
-SHOW don’t tell

43
Q

bridging

A

act of segueing into something you can actually speak about.

44
Q

bridging ABCs

A

Address question
Bridge
Communicate your message

45
Q

how to respond to a BOLD question

A

J: is your CEO a criminal?
bad answer: no our CEO isn’t a criminal.
YAS answer: absolutely not

46
Q

can you address hypothetical questions?

A

no why would you. only speak to what you know.

47
Q

what is it called when you invite the Js to your news conference?

A

media advisory

48
Q

What goes in a media kit?

A

News release
Contact info
Table of contents
Organization info
Related visuals
Speaking notes

49
Q

issue management

A

negative event/situation
* doesn’t stop biz as usual/doesn’t threaten long-term negative impact
* still important to quickly detect and manage
* mismanaged issues can develop into crisis.

PR2 (1 decks)

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