Test 2- Intro to PR
When the World Bicycle Relief Organization chose to feature the story of Esawo, a 59-year-old Malawian dairy farmer, they did so with ________. The non-profit organization's goal was to gain the attention of readers and keep them engaged, ultimately encouraging them to donate.
A purpose
Montana governor Johnny B. Goode made a campaign appearance with several police officers in uniform lined up behind him. The problem was Montana law prohibits paid public employees from making such appearances while in uniform. At the follow-up press conference, Goode faced tough questions that he tried to answer. But the results were not favorable. What PR dilemma did he face?
He tried to control the message in an uncontrolled media environment
Calvin considers factors such as strategy and audience demographics to make sure that his client's advertising budgets are spent wisely and in line with SMART objectives. Calvin's job is likely a __________.
Media planner
RJ is putting the finishing touches on a new web site he developed for his non-profit organization. Before he finishes, he works with his IT director to add _________. These are important because they describe the web page to search engines.
Meta Tags
Rewards, convenience, and savings are the top reasons people are drawn to restaurant mobile apps. Specifically, quick-service restaurants, like Burger King, are using mobile apps to meet the growing demand for convenience from ___________ consumers, who don't want to wait in long drive-thru lines.
Millenial and GenZ
John uses the same measurement tactics he employs for business performance evaluation on the nonprofit Habitat for Humanity. This is an example of an evaluation tactic that is searching for __________.
Organizational results
In traditional media, __________ channels include newsletters, corporate video, brochures, direct mail, and even voicemail messaging systems
Owned
High schools in Cuyahoga County, Ohio, will tap into students' competitive nature to spur recycling behaviors. The district will hold a contest to see which school logs the most recycled material by the end of the school year for a chance to win a full day off for a picnic and eco-fair. This is an example of a campaign _____________.
Strategy
Alexia develops an app that allows high school students to record, upload, and post a running total of the amount of material they recycle. She is applying what action to her broader strategy?
Tactics
Gillette's "We Believe" campaign struck a chord. While ad has been viewed millions of times, and received hundreds of thousands of shares on social media, the ad isn't necessarily a success. It generated hundreds of thousands of negative comments, as well. The only way for Gillette to evaluate the campaign is to ___________.
Take into account both qualitative and quantitative measures
Before communication can have any effect at all, people must be __________ to the messages.
exposed
William collects information for his client through examination of cookies and customer registrations. Because he collected this information himself, it is an example of __________.
First-party data
Anya uses ________ to monitor her program's efforts on social media so she can make corrections based on feedback. She does his throughout the campaign on a weekly basis.
Formative Evaluation
Teagan is conducting some tests to see how viewers respond to a public service announcement she is producing for a client. She is using technology that can generate images of brain activity in response to the video to help her make it as emotionally powerful as possible. What kind of technology is Teagan likely using?
Functional magnetic resonance imaging
Digital marketers, who are focused on sales as a final outcome, sometimes refer to the process outlined in McGuire's hierarchy-of-effects model as a __________.
Funnel
_________ charts are types of bar charts that show project timelines including the start and duration times of tasks. This lets a planner to consider how long a task will take and which resources will be needed when tasks occur at the same time.
Gantt
Irenka is the editor in chief of the online news website The Woodstock Post. She receives hundreds of news items from her staff as well as independent reporters. She must select 12 to 14 of those to post on the day's website based on what she determines to be newsworthy. From a PR writer's perspective, in which model does she belong?
Gatekeeping
GoPro is a company that makes high-definition waterproof cameras. Their primary communication strategy is letting users provide some of the content and dominate discussions. In this case, sharing media means GoPro is _____________.
Giving up some control
Tina McCorkindale, president and CEO of the Institute for Public Relations, says measurement should always operate from ____________. She said you should think about the question you want to answer and then use technology to help answer it.
Goals and strategy
Karl hopes to see if viewers of his video ad sparks interest in his product. He conducts an experiment where one group sees Karl's ad, and another group sees an unrelated video. He will then use Google to track search habits of those in both groups. If Karl sees more searches for his product among those exposed to the ad, then he knows he can attribute it to the campaign video. What program is Karl likely using to conduct this video ad test?
Google Brand Lift
True or False: Evaluation is the same program assessment and adjustment
True
True or False: Objectives are prerequisites for evaluation
True
A key step in the process of ethical decision making is identifying the diverse parties who will be affected by a decision and defining the organization's loyalty to each party. Loyalty is an example of ___________.
A core value of public relations
Message testing experiments are known in digital media as _____________.
A/B Testing
Public relations professionals can facilitate great writing simply by providing ________, as in the case of The Kelly Slater Wave Company. The resulting 10,000-word feature story in the New Yorker helped the company gain awareness for a new business venture. Feedback: A celebrity and multimedia can certainly increase interest in a story, but that's not what makes the writing great. In this case, the author wasn't paid, either. But providing access to a unique and exclusive experience, the writer could uncover interesting stories to tell.
Access ti a unique experience
Explain the two-step flow theory of communication and give an illustration with real life examples.
According to Lazarsfeld: "ideas often flow from radio and print to the opinion leaders and from them to the less active sections of the population.
Clint is an account supervisor at a public relations agency earning a salary of $65,000 a year, which breaks down to about $31.25 per hour. The client of the agency is billed $93.75 per hour, which is three times the account supervisor's actual pay. This is an example of the agency _____________.
Applying the billable rate
When the National Oceanic and Atmospheric Administration (NOAA) issues a news release, it often includes an accompanying _____________. Delivered in a narrative form, NOAA can provide context and useful information to make it easy for reporters to understand a cover the news.
Backgrounder
Adrian, a PR professional with Ogilvy, developed a campaign to recruit college seniors. Right from the beginning, Adrian kept in mind that she would have to demonstrate the value of public relations and its contributions to the client's overall organizational mission. She applied the concepts of the ____________, the first global standard of public relations measurement.
Barcelona Declaration of Research Principles
Forbes contributing writer Lisa Arthur defines ________ as "a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis."
Big data
A __________ is essentially a backgrounder for a person who is the main subject of a news release.
Bio
Weibo and Twitter differ in how they present content, follow different business models, attract different demographics. In addition, because Chinese characters convey much more information than Roman characters, the _________ is less of a constraint on Weibo than Twitter.
Character limit
It takes __________ to articulate your goals and objectives as part of a public relations strategy.
Clear writing
Elle is often frustrated because more and more, she is competing with __________ for the attention of her audience members. Unfortunately, instead of reading articles about her client, web visitors are instead choosing promotional and sensational content designed primarily to entice them to visit another website.
Clickbait
Olivier hopes to convey the intricacies of geothermal heating technologies to city planners and architects so they might consider them when designing new buildings. Olivier's desired result can best be described as _______.
Cognitive
The Axioms of communication include which of the following?
Communication has a content and a relationship aspect Human beings communicate only digitally All communication is either symmetrical or complementary The nature of a relationship depends on how both parties punctuate the communication sequence One cannot not communicate
Bertha knows that buying followers who do not exist may offer a quick and inexpensive way to meet short-term social media objectives. She also knows that the consequences likely will not be positive or productive. She must make a decision and that decision-making process is an example of __________________.
Consequentialism
When goals are marketing-based, the measurement metrics should include the steps involved in the __________, such as searching for key terms, clicking on links, browsing product offerings and making purchases.
Conversion funnel
Jai needs to determine the conversion rate to understand how many people click on his company's web site after seeing an online ad. If 500 people view the ad, but only 100 click the link to visit the web site, what is the conversion rate?
Conversion rate is 20%
According to Professor Craig Carroll, a _________ is "a widely circulated, oft-repeated message... revealing something about the organization's nature." While an organization's actions contribute, what people write about an organization is also important.
Corporate reputation
When writing a _________, the writer does not include the "why" of the story in the first few sentences. Instead, the job of the first sentence is to make the reader want to read more, and keep the reader hooked through the body of the story.
Delayed lead
Kelly works for a digital marketing firm. Her assignment is to harvest possible customers for the Green Bay Packers. She targets males who tweet about the Packers, live in a medium to large city, and tailgate for home games. Her approach is an example of __________.
Demographic profiling
Media tracking firms have developed __________ technology that enables audio and video to be tracked with digital information woven into the signals that carry programming content.
Digital watermarking
While integrated keywords on a web page will help people searching for those keywords to find that page, there's a point of _______. Keyword stuffing will actually harm a site's ranking.
Diminishing returns
Whereas a feature writer may delay the most important points while appealing to human interest and emotion, straight news stories get right to the business of reporting the news with a __________. Even if readers never read past the first paragraph, they can get the gist of the content.
Direct Lead
While not mentioned directly in the PRSA Code of Ethics, ________ is an important issue to professional organizations worldwide. PR agencies value this as a priority for both their internal staffing and improving their services
Diversity
PR Publics may not love the idea of donating blood or eating more vegetables but if they're going to be convinced to participate, PR communication must keep them______
Engaged
Tristan has been an avid social media consumer for many years, but the first few Facebook posts he wrote for his client did not result in any interactions. Tristan's mistake was a common one, and he likely ___________.
Engaged before observing and understanding the Facebook group
The specific value of _______ depends on how it is defined, and therefore, how it is measured. For example, it can be attitudinal and based on emotions, or cognitive and based on what people think, learn, and know. It can be measured with questionnaires or even inferred from metrics like how much time people spend reading a web page.
Engagement
Using McGuire's Hierarchy of Effects helps Bryce, a PR account executive, identify specific objectives and tactics, and ____________.
Evaluate what worked and what didn't
Organizers of a school violence prevention campaign conduct _____ to help improve the effectiveness of the campaign content among high school students. A trained moderator leads a discussion where the students respond to various campaign concepts to see which ones appeal most
Focus groups
Having a picture of your product pinned on a top Pinterest board, trending on Reddit ("the front page of the Internet"), or showing up at the top of organic search results on Google are all forms of earned media. Which is an example of another form of earned media?
Getting retweeted by a celebrity
One of the most common PR client request is
Help us raise Awareness
Measurement of message dissemination and audience exposure assess
Informational Objectives
Frito-Lay's #DoUsAFlavor campaign is a great example of why social media teams should be ready to respond and take note. How has this campaign helped Frito-Lay?
It crowdsources new Lay's chip flavors
Given the rise and ubiquity of mobile users, organizations trying to reach and connect with mobile users must walk a fine line of ________________.
Keeping mobile consumers interested and engaged, but avoiding being pushy or intrusive
Excellence in the field of public relations is based on ____________.
Meaningful action
The ultimate objective of any PR effort/campaign is
Measurement of audience behaviors
Social change agency BritSpot represents the Wikimedia Foundation. They realize their client can best benefit by their see-say-feel-do model of social media metrics. This PR model focuses on __________.
Measuring the right outcomes
Tesla Motors is planning the unveiling of their driverless car. The Tesla PR team assembles news releases, fact sheets, and backgrounders, as well as photos, graphics, position papers, and anything else that might useful for a reporter researching and producing a story. What did the Tesla team create for their big media event?
Media Kit
More than 5 billion people, or 66 percent of the global population, have ________, and more than half of those use this to access the internet.
Mobile Phones
Cydney, a reporter for a major-metro daily newspaper, depends on public relations practitioners to provide additional information she may need to write a story. Without their help, Cydney would have to search the internet or the __________ to find any archival information.
Morgue
Even in writing for robots, public relations professionals need to have useful and original information along with good storytelling. The more other sites view a web page as valuable, the more they will provide _____________ to our site.
Natural Links
Public relations firms often operate within a dichotomy, especially when it comes to statistics. It is a common suspicion that statistics can be manipulated to distort the truth. Yet PR practitioners depend on statistics to clarify complex scenarios for the clients they are advocating. When massaging statistics, practitioners must balance advocacy with _______________.
Objective independence
If Raymond wanted to have 100 percent of his neighbors registered to vote, he needs to take specific steps. He would set specific _________ that would help meet this broader _______.
Objectives; goal
Whereas content creation is generally focused on a one-to-many approach, where organizations reach multiple people with the same message, community management is generally focused on ______________ communication.
One-to-one
In a study of Facebook users, the Pew Research Center found that more than half of those surveyed said they were "not very comfortable" or "not at all comfortable" with Facebook tracking their activities to create a list of their interests and traits. PR practitioners must balance these concerns with the high demand consumers have for _______________.
Personalized content
A _______ is a temporary storefront, event or experience designed to gain attention and generate engagement by appearing quickly in an unusual place
Pop-up
Edelman PR Agency has decided to embark on a program for the non-profit organization the American Red Cross. They are not going to charge for their services but will submit a plan noting the number of hours they intend to donate by their employees. This type of program is an example of __________.
Pro-Bono work
Ellen is developing a timeline for her client's public relations plan. She has plotted when communication tactics will take place, but she neglected to factor in ___________, such as the time needed for writing, designing, printing, and distribution.
Production
Parson's Publishing evaluates a college freshman textbook for readability. A sample showed 5 sentences, 94 words, 160 syllables, and 484 characters, with an average of 1.7 syllables per word and 19 words per sentence. This added up to an average readability score for a grade level of 13. This type of message testing is _______________.
Quantitative
Anwar planned a vacation that is going to delay a client project. He included the hashtag #SorryNotSorry in the e-mail to his boss and client. He obviously was not able to distinguish from the syntax of text messaging and Instagram to the formalities of an interoffice e-mail or client status report. In PR terms, he failed to ____________.
Recognize code switch
Santiago invests a lot of time in the ___________ phase of strategic planning because that is where he learns more about his publics' thoughts, feelings, and behaviors, making it easier for him to influence those publics.
Research
Davis is looking for ways to make managing his client's Facebook account more efficient. In addition to using artificial intelligence to automate responses, what else could Davis do to help him better handle the high level of engagement on his Facebook page?
Set up chatbots to answer customer questions
Tatum has made a list of her organization's social media handles, branded hashtags, products and services, slogans, key people in the organizations, and industry buzzwords to help her set up Brandwatch. Tatum is most likely _______________.
Setting up a social listening search
Mariana is planning her first gala fundraising event for her non-profit client. To help make the event more interactive and to reach people who aren't attending, she decides to deploy a ____________. That way, only people attending the fundraiser could use this service and then share their photos with friends.
Snapchat Geofilter
Without __________, which is based on research and is designed to achieve goals and objectives, how-to videos, livestreams, and mobile apps are no more effective in building relationships with stakeholders than emailing news releases or putting flyers on car windshields.
Strategy
Safeguarding confidences is a key provision in the PRSA Code of Ethics, which intends to keep client information confidential and to protect the privacy rights of clients, organizations, and individuals. This provision is usually contained in ____________.
The end-user license agreements
Steve was overjoyed when he helped his client, an international coffee brand, achieve 5,000 followers on Twitter. However, Steve's boss said 5,000 followers was a low number for such a large multi-national brand, and the combination of the number of followers and _______ would yield actual strategic value.
The initial goal
Evaluation in public relations is the process by which we determine ____________.
The value of our work
Social media and publicity are considered _________ media because social media users, news editors, and producers determine how stories are told and evolve in their respective media.
Uncontrolled
When Electronic Arts Inc. (EA) hosted its EA Play press conference in the summer of 2018, the company hyped up its upcoming videogame releases. However, the news media who attended focused their coverage more on the bumpy production of the press conference itself instead of the new games' features. This illustrates one of the challenges of working in ____________ media.
Uncontrolled
__________ include newspapers, TV and radio news, and external websites, as well as blogs and social media that are not produced internally.
Uncontrolled Media
A small non-profit organization does not have the resources to create a lot of video content for its social media feed. Instead, it offers donors the opportunity to create short videos explaining why they donate, and then the non-profit will use these videos on their social media channels instead. This is an example of _____________.
User-generated content
Pedro knows that in order to attract visitors to his website, he needs to develop a communication strategy designed to drive people to it because ___.
Websites dont get delivered to people
When Robert implements his client's public relations programs, he considers his client's actions and effects on its publics, what his client is communicating, and __________.
What others are saying about his client
When communication scientists want to understand______________, they have applied an approach called "uses and gratifications," which is particularly well suited to the study of new communication technologies.
What people do with Media
The Late Show with James Corden" featured a Jonas Brothers parody of one of their songs that said in 2019, TV is now all on a cell phone. In fact, in less than five days, the YouTube video of the parody garnered more than four times the views gained when this aired on television. According to Nielsen, this is because ______________.
YouTube reaches more adults each week during prime time than any cable network
One problem with AVEs is that they falsely indicate ______ based on media placement and do not measure attitudes, knowledge, or behavior.
Reach
___________ is the process of affecting the online visibility of a website or web page in a web search's natural or organic results. This requires brands to offer useful information, design their site well, and build relationships with other sites that may link back to the brand's sight.
Search engine optimization
When Aunt Marge is trying to decide what new air fryer to buy, she reads an article in a magazine comparing the different products available. Aunt Marge values the ______________ of the news media instead of the informal opinions of friends and family.
Third-party credibility
Nielsen uses digital watermarking technology to track what content is delivered to TV and mobile devices. Without surveys and paper diaries, though, Nielsen cannot tell whether viewers ___________
Are paying attention
Anna is a freelance online writer who submits articles to various blogs and news websites. She knows that her writing skills must follow the traditional rules of writing to make it past the first cut. She consults which writing style handbook for these rules?
Associated Press style (AP)
Instead of tracking her client's coverage manually by checking web sites where she is expecting news coverage, Robin uses a ________ to monitor coverage, capture related content, and conduct content analysis of news and editorial mentions.
Clipping service
Evaluation is taken into consideration at what stage of the campaign
Before, During and After
Bonnie has developed her social media calendar and started publishing posts. Now she is focusing on ___________, including listening to the social media publics, engaging with them, answering questions, and responding to their comments.
Community Management
Ashlyn's goal for captioned pictures are for the image and the writing to _______. She's hoping the image will capture viewers' attention, and they will look to the caption for more information. And if the caption is well written, they will look again at the image, perhaps with a new perspective.
Complement each other
A news release always starts with a good headline and a ________ so the news media will know when and where a story occurred.
Dateline
The more __________ decision makers are within an organization, the more effective the organization will be in relating to various publics.
Diverse
Chipotle Mexican Grill endured one of the toughest restaurant food-safety crises in U.S. history when they were investigated for ____________.
E Coli outbreaks
In a laboratory setting, communication researchers might use __________ software to observe how people pay attention to and respond to messages.
Eye-tracking
Desmond uses Sysomos, a _____________, to distinguish mentions of his client from other same-name brands online, to determine sentiment, and interact and engage with his fans.
Monitoring and analytics tool
Boris, a PR writer, drafts and edits a timely article, pitches the story to reporters and editors, and hopes that various news media retell the story. What type of PR article did he write?
News Release
Evaluation is linked to
Objectives
When you simply count technical tools produces/distributed in a given period of time, you are measuring
Production
Eva oversees public relations for a regional airline. She is working on a plan to specifically increase the number of mid-week travellers. To decide her communication channels, Eva must first analyze the _____ of various media to make wise and informed decisions.
Pros and cons
At the most basic level of management, a good __________ determines when to spend resources (such as time and money) on what.
Timeline
Students walk by bulletin boards all throughout their college campuses, sometimes several times a day. While the students are exposed to messages on the fliers by glancing at the board, most do not even __________.
Pay attention
LinkedIn sells ads that appear on profile pages, in users' inboxes, on search results pages, and in LinkedIn group pages. Instead of charging the sponsor a flat, space-based fee, they calculate the advertising fee depending on how often the ad is viewed. This is an example of ______________
Pay-per-click
The APR Study Guide defines _________ as information from an outside source used by the media because it has news value, and an uncontrolled method of placing messages because the source does not pay the media for placement.
Publicity
Though Troy has seen an uptick in his hashtag promoting a minimum wage raise, he needs to be able to explain how these posts impact his efforts to change the law requiring a higher minimum wage. In this way, Troy needs to explain the __________ of the hashtag usage.
Relevance
How many levels of evaluation do we have in PR
3
There are ______ objectives of communication
5
Wall Street Journal's Elizabeth Holmes wrote, "A picture may be worth a thousand words, but on social media you need __________."
A Caption
Boris needs to farm out video production work for a campaign for Six Flags. He searches for a person to hire just for this project who can handle scripting, basic video production, 2D and 3D animations, talent, video editing, and postproduction. The person he is searching for is known as __________.
A Freelancer
Online news feeds, blog rolls, email preview panes and search engine results all favor writers who know how to write ___________.
A good lead
Though a CVS customer knows he should get a flu shot each fall, where to go and how easy it is, and even though he receives email reminders about it, he simply does not get the vaccination. This is an example, according to McGuire's Hierarchy of Effects, of not __________.
Acting
Marketing and advertising researchers conduct ________ by using software and computer programs to automatically test digital messages.
Automated copy testing
Richard is set to research his handwashing campaign in 100 area primary schools. Before he starts the research, he wanted to know how many children washed their hands before eating, which turned out to be 5 percent. This tactic of __________ is different from measuring the outcome of the campaign.
Benchmarking
Ophelia, a media analyst for Edelman, develops an algorithm for her client Samsung to collect information on message placement and click-through rates. This sizable gathering of Internet information is known as ____________.
Big data
Jessica is contracted by Pizza Hut to evaluate the success of their latest video posted on their brand channel on YouTube about hiring veterans and military spouses. The video was viewed 5,576 times and had 64 thumbs up, 2 thumbs down, and 12 comments. Jessica examined both the number of hits and the comments. Her PR tactic used ___________.
Both qualitative and quantitative methods
Aurora, a media specialist with Radley, is packaging an online promotional sale of its newest women's high-end handbag. She tracks 1,000 visitors to her website. The data show that 700 visitors leave the site after seeing the first page. What is the bounce rate percentage in this scenario?
Bounce rate is 70%
Influencers don't need millions of followers to be influential. Some of the most influential people may be ____________, everyday people who love an organization. They can be fiercely loyal customers, like those featured in Southwest Airlines' "Behind Every Seat is a Story" campaign.
Brand advocates
Jackson creates his company website using information and images from various traditional media sources produced by his company. This website created from essentially traditional media is an example of __________.
Brochureware
Hank, a social media specialist, strives to have a _______ visual aesthetic across his organization's various social media platforms. He achieves this by using similar themes, colors and typography. But Hank is also cognizant of the unwritten rules of each social platform, such as sharing different images on Facebook from LinkedIn.
Consistent
Abbie designs a paid media message for AT&T that will appear on the giant video display. No specific product or service will be mentioned, only a series of vignettes promoting the company as a whole. Her approach is known as __________.
Corporate Advertising
Pet suppliers and meal preparation services have found success by cutting out the intermediary sellers and retailers and working directly with customers. This __________ model allows the companies to maximize their margins, but requires them to weigh the costs and benefits across all available media channels to reach customers.
Direct-to-consumer
Heidi developed a campaign for Coca-Cola Company. She created the "Share a Coke" campaign where Coke released cans and bottles with people's names on them. It generated massive amounts of social media with people posting pictures of themselves with the sodas. This is an example of ________.
Earned Media
Heidi developed a campaign for Coca-Cola Company. She created the "Share a Coke" campaign where Coke released cans and bottles with people's names on them. It generated massive amounts of social media. This is an example of ________.
Earned Media
Jackson prepares a PR campaign for the Vanguard group to encourage people to save for retirement. I'm this campaign public relation basically becomes an act of
Education
Strategic communicators who write SMART objectives realize they've done themselves a favor when it's time for ___________.
Evaluation
When we invest time, energy and budgets in both short- and long-term projects, we use ______ to understand our return on investment.
Evaluation
Explain what we mean by evaluation in PR, using your own words
Evaluation is to assess the objectives to make sure the goals are met
Publics make decisions every day about which organizations to trust with their personal information. Organizations have to earn that trust - not just with speeches, but with _____________, and take safeguarding confidences and protecting the privacy of their publics seriously.
Everyday management
Lidochka prepares a news release about a Russian oil tanker grounding in the North Sea. Along with the story, she includes an attachment that provides accurate information about the accident and other information that editors can click on and check for themselves. What kind of attachment did she provide?
Fact Sheet
Gregory is working on a variety of _________ for his clients, including a personal profile of a CEO, a historical perspective on telephone technology, and a first-person account from a client's customer.
Feature stories
Rather than plainly reporting facts and information, a __________ digs deeper into some angle of an event, a person's life, an organization, or a place.
Feature story
The more people view video on mobile devices in noisy or public places, the more they need subtitles to help them understand what they are watching, especially when the sound is off. Subtitles can't just transcribe video, though. ___________ a video by using text, typography and graphics can communicate a message without the need for audio.
Feed proofing
When Burger King used __________ for its "WHOPPER® Detour" stunt, it tried to lure customers away from McDonald's and to get them to use its mobile app. When customers got within 600 feet of a McDonald's, they would receive a notification on their phone that they could order a Whopper from the BK® App for only 1 cent.
Geofencing
Uber and Yelp designed their mobile apps to track the location of potential customers and apply that to their communication preferences. This is an example of personalization that applies the use of _________.
Geolocation
The Jackson Agency of St. Louis creates a PR ad for Budweiser that does not even mention beer or have a picture of a beer can or bottle. Instead, the story features a trainer who raises the Clydesdales from birth and then watches them leave the ranch to join the other horses. This is an example of a feature-type story that appeals to ____________.
Human Interest
Photo-based platforms of social media have been built, adopted, and grown into central channels for many public relations efforts. Snapchat, Instagram, and Pinterest would not exist without __________.
Images
__________ involves presenting yourself in ways that help you achieve your goals and aspirations in social interactions, while always being mindful of keeping a balance between being authentic and being professional
Impression management
Jesse hopes to drive more behavioral outcomes as a result of his public relations campaign in support of a candidate for city council. What would be a realistic behavioral outcome for Jesse to track?
Increased donations to the candidate's campaign
__________ are trusted individuals who can impact the opinions of their established social media audiences
Influencers
Titus is planning social media for an office of state government. He is analyzing what content people respond to and decide to share and how he can become part of the social conversations about his state. Titus also needs to plan how to respond to what people are saying online. Planning ahead is important because social media is _____________.
Interactive
Samsung has developed a refrigerator that can take a "selfie," which can be accessed by someone shopping in the supermarket to verify what food items are needed. Shane is a media specialist for Samsung and is responsible for unveiling this new product, which is now part of the __________.
Internet of things
Elizabeth is a staff writer and media relations specialist for USA Today. She is assigned the task of reporting on disastrous flooding in Louisiana. Instead of employing the delayed-lead style of features stories, she uses the direct-lead format, knowing that even if readers never read past the first paragraph, they will get the gist of the story. This news style of writing is often called the __________.
Inverted Pyramid
Donald is given the assignment by his PR firm to prepare a news release designed to be distributed through online search engines. Although all search engines operate differently, with different rules (i.e., algorithms) for how search results are produced, some common elements that factor into most searches are headlines, meta tags, links, and URLs. What other factor is very important for Donald to optimize the search engine results?
Keywords
Bianca developed a questionnaire survey for Comcast to measure the level of employee engagement that asked employees to respond to statements with a range of defined response options such as the range from "strongly disagree" to "strongly agree." This type of questionnaire is an example of ________.
Likert-type items
Social ___________ goes further than monitoring because it requires PR practitioners to act on their findings and use them to inform their social media or public relations strategy. It combines research, implementation, and evaluation.
Listening
Listicles, a portmanteau word, are part of the online media landscape.
Listicles
While critics may complain that ______ are lazy writing, some writers see them as a way to help readers filter and process a lot of information by breaking it into manageable pieces in an order that makes sense.
Listicles
Public relations practitioners use __________ services to host press conferences, open corporate events to outside audiences, launch new products, and engage in live public forums.
Live streaming
Nico is working on a PR plan to raise awareness for a new micro-loan program. However, he is struggling with how to tell if he is successful. He knows he needs to develop a ___________ objective so he can better observe his results.
Measurable
The cliQ platform monitors millions of broadcast TV hours, online news stories, and social media mentions. It accumulates and organizes this information in real time for data analysis for its clients. This platform is an example of __________.
Media monitoring services
List at least 3 of the objectives of Communication
Message Exposure Accuracy in the dissemination of the message Aceptance of the message Attitude change change in over behavior
If you type a tweet and show it to a friend before posting, that is an example of _____________.
Message testing
Facebook, Instagram, Twitter, Snapchat, and Weibo are all considered _______ because these social media sites allow users to make short, frequent posts.
Microblogs
__________ is simply the combination of any two or more forms of media such as text, graphics, moving images, and sounds.
Multimedia
Jeff believes that for each copy of a magazine that goes into circulation, four people will have the opportunity to read it. He also thinks that editorial coverage in the magazine is worth twice as much as advertising. With these _______, Jeff is able to inflate his potential reach numbers, making them look far more impressive.
Multipliers
Anabella is trying to find the most effective email marketing template by using __________. She creates a few different options with various combinations of headlines, subheads, colors, embedded graphics, and word choice, and will monitor which combination produces the most sales.
Multivariate testing
_____________ is paid advertising presented in the form of the media content that surrounds it.
Native Advertising
Reporter Cornelius Foote understands that publicly traded companies are required to have certain language and boilerplates in ________. However, he sees too many that are written in a cumbersome, wordy style that has become obsolete.
News Releases
Atticus monitors trending topics, and then he decides if it makes sense for his company to jump into the conversation. When ___________, Atticus is careful to avoid capitalizing on natural disasters, tragedies or days of remembrance, though, to avoid being insensitive.
Newsjacking
Facebook found that video ads using _______ gain more views and interaction rates than other story types. Though videos should challenge the viewer to piece together the story, they should still be easy to digest.
Non-linear story arcs
When people scroll and download information from your Web page, comment on and share your social media posts, write about your news, or watch and recommend your videos, measuring those behaviors are examples of measuring __________.
Outcomes
In agencies or established businesses, regular and ongoing administrative costs such as electricity, paper, and Internet services are often considered __________.
Overhead Expenses
__________ include newer and emerging channels for communication, such as podcasts, webinars, and text messaging systems, but work better when organizations allow for feedback and sharing.
Owned media
Though they may take audiences by surprise, all pop-ups require ___________, such as when Timberland opened a 3,500-square-foot retail store in New York City featuring live full-sized trees and giant terrariums.
Planning with bigger organizational goals in mind
In Campaigns like the ALS Ice Bucket challenge, people not only learned, agreed, and acted but also encouraged others to do likewise. This is referred as ________
Proselytizing
Spotify's "Wrapped" is one example of a brand using consumer data to ___________. In fact, each December, Spotify listeners can look back at their year on the music-streaming platform, find their top songs, and explore new music recommendations tailored to their history.
Provide a personalized experience
Gemma is conducting an analysis of the _________ to better understand how people found her client's web site. She wants to know if visitors simply typed in the URL or if they found the site from organic search results or paid search results.
Referring sources
Writing is one of the most sought-after skills employers screen for when hiring public relations talent, and one of the main reasons to write well is to build and maintain __________.
Relationships
Jessie knows that even with the best intentions, people forget to do what they learned and agreed to do. Therefore, she builds _________ into her public relations campaigns.
Reminders
Arnon is frustrated because he keeps running an experiment to determine the best times of day to run his online ads. But he keeps getting different results every time he runs the same test. Arnon's research lacks __________.
Replicability
Writing for search engine optimization has become an important part of __________.
Reputation management
Every time you scroll and stop on a social media news feed, click on a video, or watch a story on Instagram, you are making a choice about what you want to consume in the virtual world. This is called _____________.
Selective Attention
An organization's biggest fans and biggest haters can be the loudest on social media, yet, they likely only make up about 1 percent of the total customer base. Still, this group can heavily influence __________ on social media.
Sentiment
A social media director for a fast food restaurant Instagrammed a video of a celebrity eating and having fun at one of its locations. The video was so fun, it was liked by more than 50,000 people and commented on more than 1,000 times. This is an example of ____ media. Feedback: The activity enjoyed by this restaurant resulted from something it pushed out on its social media channels. People reacting to it within the brand's channel is shared media.
Shared
The Associated Press Stylebook's Twitter feed has its own style that lends itself to ________ by infusing humor into tweets as they convey important information for students and professional writers.
Sharing
Sue Dodsworth, the vice president and chief diversity officer of Kimberly-Clark with brands like Huggies, Kotex, and Kleenex, discovered that although 85% of its customers were female, only 17% of its upper-level employees were women. What course of action did she take to create more balance?
She implemented a strategy that focused on career development for women
__________ refers to those easy-to-consume pieces of mobile content that capture audiences despite their decreasing attention spans.
Snackable Content
Maeve studies what people say about her client's brand on social media to help her uncover broad trends and themes to inform public relations. _________ allows Maeve to track, analyze, and respond to conversations about specific topics online.
Social Listening
Cassandra prepares an online-only campaign for Microsoft. She includes sharable online material such as useful chunks of text, quotes, photos, infographics, suggested tweets, hashtags, and embeddable multimedia elements. What kind of campaign is this?
Social media release (SMR)
_________ are computer programs that automatically send unsolicited emails, post comments in online forums, or inflate numbers for comments and followers.
Spambots
When the Water Supply and Sanitation Collaborative Council (WSSCC) and UNICEF partnered to sponsor Global Handwashing Day, they wanted to "improve handwashing." However, this could mean getting people to wash hands more frequently, at specific times, using more soap, or a minimum number of times per day. To hone this objective, WSSCC and Unicef need to make it more __________.
Specific
Getty Images, one of the world's largest for-profit __________ providers, permits free use of its images online, as long as the images are embedded with the proper html code.
Stock Image
An Australian teeth-whitening product company called HiSmile budgeted approximately $10 million for an annual Snapchat advertising budget, including ___________, which are sponsored videos that display along with posts from professional media in Snapchat's "Discover" section.
Story Ads
Deidra is a media specialist for Uber and decides on an approach to her campaign that will get the attention of and engage her publics. She highlights the life of a returning veteran who has difficulty finding a job until he knocked on Uber's door. Her approach is known in PR as __________.
Storytelling
Words matter, as public relations firm, ___________, in Austin, Texas, found out. It named its agency, a hospitality PR firm that specializes in food and drink, the same name as a 1937 poem by Abel Meerpol about racism and lynching. The company eventually closed its doors and admitted it should have known better.
Strange Fruit
William posts a six-second video on the microblogging service Tumblr for his client General Electric that connected the viewer to GE's message of being a science and technology company. This is an example of ___.
Strategic Decision Making
A local shoe store hires Julie, a freelance public relations practitioner, because it knows it needs help in PR, but isn't quite sure why. Julie's job is to convert this fuzzy thinking into a ___________ that will lead to meaningful results for the store.
Strategy
__________, which are one of the older methods of evaluation, are conducted to gather data that describe demographics and what people think, feel, and do.
Surveys
Organizations must bring something beyond __________ to the relationship with publics.
Talk
The PRSA Code of Ethics lists expertise as a core value of the profession, especially expertise in the ethic of reciprocity. Alexandra, a PR media relations specialist, strives to include this principle in all of her work. She is practicing what is also known as __________.
The golden rule
Danica is a PR specialist at a multiservice public relations agency. She decides to do pro bono work for her client, a nonprofit animal abuse prevention agency, which needs a brochure to get their message out. Since they have limited funds, she opts to use free online images for the brochure. These images are found in _________.
The public domain
Dayana is planning and scheduling content for social media using tools like Buffer and Sprout Social. But she also knows the key to creating content is to understand the main forms - text, images and video - and how ________________.
They can engage users
Addilyn summarized her team's results in a campaign report she will send to her client. Addilyn concluded her campaign was a success based on the number of web pages they developed, the number of blog posts they wrote, the amount of social media posts they published, and the number of news releases they sent to reporters. Why is this not a definitive measure of success?
This summary measures outputs, not outcomes
To give herself some flexibility, Carol is writing a number of stories that are ______. This way, she can pitch them whenever she has a lull in other news because they will maintain their relevance and value throughout the year ahead.
Timeless
Anna Beth is conducting research for DuPont on the effects of genetically modified organisms (GMO) on corn production and consumption. She is putting each step in chronological order. This is an example of constructing a ____________.
Timeline
Julian adds shared/social media to the storytelling mix for a PR campaign for Dollywood in Tennessee. The story features a one-minute video of a bear that wanders into the park and starts dancing to the music. Stories like this have more of a chance of going viral because readers and users have the opportunity to become part of the storytelling process. This is an example of __________.
Transmedia storytelling
____________ in research means that researchers are open and not secretive about their methods. For example, if Harris says a campaign generated 100 million media impressions, he should be open about how he calculated that figure.
Transparency
When Lockheed Martin engaged in #WorldPhotoDay by tweeting, "Do you have an amazing photo of one of our products? Tag us in your pic and we may feature it...," what was the response on Twitter?
Users posted negative images of bomb fragments and violence
Public relations researcher Ruth and her colleagues explored how and why 21- to 31-year-old Americans were using smartphones. They wanted to understand what people do with media, as opposed to what media do to people. This theoretical approach to media research is called __________.
Uses and Gratifications
Paul is consolidating measurement reports representing public relations results in five countries. Paul has to be careful to avoid the many traps he could fall into on the interpretation and reporting of data. Which of the following is not one of those potential traps?
Using images and graphics to present the data visually
Hunter is working on a ________ for his company's new product. He is developing a pre-produced news package for broadcast journalists that includes visual and audio content.
Video news Release
Approximately 80 percent of the images shared on social media that include brand logos do not directly mention the brand in text. In fact, a study by Talkwalker found that Starbucks would miss more than 30,000 logo mentions each week without ____________.
Visual listening
Writing trainer Ann Wylie advises public relations professionals to drop the _________ and write with more _____________. Writers should tell readers what's in it for them.
We's;You's
While media monitoring services can conduct content analysis of traditional and social media, they aren't able to measure many of the most important goals and objectives of public relations programs. In short, content analysis can't measure ___________.
What people think, feel and do offline
Nolan, a professional writer, has been very successful because he has a good sense of __________. His news releases speak to journalists, his tweets resonate with followers, and his thank-you notes keep the door open for future opportunities.
Who his readers are
Taryn's team at Ketchum has developed a campaign proposal that includes a clear articulation of strategy and how it will be implemented. It will present this proposed plan to a prospective client to __________.
Win new business
When McDonald's flipped its iconic golden arches on many of its menus, food containers, uniforms, and outdoor signs, it wasn't just a simple publicity stunt. In fact, it was part of a strategy to honor _______________.
Women employees and customers
The majority of communications are done via __________, whether in e-mail, Twitter, or online media.
Words
Big Mama, an R&B star, has 67 million followers on Instagram. It is possible that she reached this number of real-people followers organically and over time. In contrast, there are companies that provide a service where Big Mama could have purchased a large number of ____________.
Zombie followers
When writing a public relations plan, it is essential to have _______, the underlying logic that holds the plan together and offers a compelling rationale for why we expect the plan to work.
A strategy
Aileen does marketing communications for a financial advisor. She has focused her efforts on teaching young adults how to open a retirement account. Now she must try to get more young adults to ______ that this is something important they must do.
Agree
Rasmussen Reports, a polling agency, decides to set up a live-tweet event to gather favorable/unfavorable data on a senate race in California. This is an example of ____________
An Unconference
Annika is writing ________ for a beauty magazine. She has read several issues of the magazine so she can be sure what she writes fits in with the rest of the magazine. Even though she has paid for the space, what will appear will look like editorial content, and not an advertisement.
An advertorial
John Must assess which impact of his recycling program will most likely accurately measure the results. Which of the following is most likely to do that?
An estimate is determined of the amount of landfil space saved
The U.S. Department of Agriculture's old food pyramid promoted balanced eating. While people liked the simple model and colorful graphics, many people did not ____ it, so the USDA settled on a plate graphic to illustrate the importance of a balanced diet.
Comprehend
Xander represents an electric company. Sometimes, he has to consult with communities prior to installing new power lines. Other times, he has to communicate after an event, such as explaining an increase in service rates. Xander also has to plan communication tactics ____ with action, such as notifying commuters in real time about a downed tree cutting off power to a neighborhood.
Concurrent
Internal newsletters or television ads are thought of as ___________ because communicators may write and edit, or create and produce, messages exactly how they want them.
Controlled Media
Andy enjoys writing newsletters, emails, and scripts for advertisements because he can develop and produce them exactly how he wants and guarantee where and to whom the messages are sent. Andy prefers _________.
Controlled media over uncontrolled media
The fast-food restaurant Wendy's invests a lot of resources in developing content it hopes will be shared. When broad sharing is a goal, the biggest successes are the posts that __________.
Go viral
__________ are desired outcomes that directly help and organization pursue its mission or vision, for example, dollars donated, products sold, or percentage of the population registered to vote
Goals
What approach did the BarkBox subscription service for dog owners take to attract customers?
Investing in the right mix of owned, earned, paid and shared media
Ruben knows launching a new diversity initiative for his company needs more than window dressing. He needs to go beyond being politically correct and instead, focus on ________ to the people affected by his organization's decisions.
Loyalty
As Meghan is working on the budget for her client's plan, she needs to balance personnel, administrative costs, and _______.
Media
In addition to traditional editors and producers, today's ___________ are social media influencers, everyday media consumers, and even computer algorithms.
Media gatekeepers
Stuart, a PR practitioner, for his client Target, developed a campaign where Target bought all the ad space in the August issue of The New Yorker. The idea of utilizing this type of __________ media was to attract attention by uncluttering the ad environment.
Paid
Whenever you see the words "sponsored content" or "you may also like" on a web page or in an app, you are very likely looking at ___________. However, tricking people into thinking they are seeing third-party news, reviews or editorial content is a bad idea if a brand is trying to build and sustain trust with its publics.
Native advertising
When trying to determine the impact of a public relations plan, it is important to measure _________. For Charlene, who represents a local hospital, these would be how many news organizations covered the stories in her news releases and how many people retweeted her hospital's tweets.
Outcomes
While measuring the number of tweets posted, news releases sent, events sponsored or schools visited by experts provides a useful assessment of what has been done, they are merely _____ and do not measure what you hope to accomplish.
Outputs
The Wells Fargo Stories share everyday happenings at the bank with Wells Fargo customers. If a customer uses a Wells Fargo ATM, they will find some of those stories showing on the ATM screen. The ATM will even print the story out so the customer can take it with them and share it with someone else. Wells Fargo Stories are an example of __________.
Owned Media
Organizational action is the foundation of credible communication. In other words, organizations must "walk the talk." This speaks to the idea that the implementation of solid public relations programs requires the management of organizational action. Communication that is not based on meaningful action is an example of ___________.
Spin
Kori feels stuck at work. Though she received a promotion to account manager, she has been in this role for five years and can't seem to get promoted to director. Kori is experiencing ___________.
The glass ceiling
In the case study, Chipotle's "Food with Integrity" program outlines the company's commitment to using only quality ingredients and respecting the welfare of farmers, animals, and the environment. When the issue with contaminated pork arose, what best characterizes their response?
They implemented public relations with both action and communication
Pedro knows that in order to attract visitors to his website, he needs to develop a communication strategy designed to drive people to it because ________________.
Websites don't get delivered to people
In 2018, Wells Fargo launched the Re-established campaign to win back trust after a challenging period in its history. How does this play out as real action within the organization?
Wells Fargo made foundational changes to identify and fix problems so they do not happen again
