MC 2000 Test 2
What are the two major parts of public relations?
1. reputation (organizations seek to create attitudes favorable to themselves and their work through PR) 2. mutually beneficial relationships (PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics)
What does PR have to do with a company's website?
PR is the one behind website content like the about us page, anything that helps build their image
What does long term data-driven analysis mean?
PR must do research and gather data to understand status, using research and assessment is a big part of PR research groups to assess effect/status and create campaign
What does it mean to have audience-focused writing and communication
PR must tend to specific needs of public being written to when creating content what does the audience care about? what can you say in the first half of the first sentence to let your audience know this is important to them?
What abilities come with media literacy?
ability to access, analyze, evaluate, create and act using communication
What is the most significant challenge advertisers face today?
advertising clutter
What are the trends with advertising as an industry?
advertising is a large, healthy industry, has grown every year for last decade big challenge that the industry faces: ad clutter
How does the media construct our individual realities?
along with our personal experiences and observations, media helps us create our own individual realities if you don't have any personal experience, media alone with construct reality personal experience usually trumps media as media only gives portion of reality but media can help you understand reality even if you have experience
What is the general responsibility of public relations?
any communication by an organization to their stakeholders/the public
What are the similarities between PR and advertising?
both are about favorable image PR has publics and builds relationships Advertising has an audience/people to whom a media product is being directed that they need to connect with
What are public relations specializations?
can be very general to very focused
What is internal communication?
communication to employees involves finding what type of information employees need to feel happy with their employer
How are advertorials/sponsored content articles different from other advertising strategies?
different because they are usually only used in news outlets
What is the weakness of product placement?
easy to ignore, not as engaging as product integration
magazines (local) strengths
educated audiences targeted audiences based on interest that makes it unique high information
What are things to look for to determine fake news?
emotional reaction, how you encountered info, headline/main message, source of info, sources of content info, hyperlinks, images, fact checking sites
Examples of publics
employees, stockholders, communities, media, government, investments, customers, etc.
How does the media tell us about who we are as a society?
even with an active audience, mass media holds a crucial importance for society's vision of itself
How is media influenced by format?
every media medium has its own characteristics, codes and inventions mass media is similar in some approaches to presenting the world - organized into storytelling forms that we recognize as entertainment, news, information, education or advertising
What does it mean that PR should be goal-driven?
every responsibility/communication of PR must be towards a goal: maintaining image, raise awareness or another positive outcome having a strategy to achieving these goals is important
local tv weaknesses
expensive (both to produce and place) cannot geographically target
What is the difference between product integration and product placement?
for product placement there is not too much interaction with the product, most of the time will only show it without mentioning the name
What are the three key elements to PR work?
goal-driven audience-focused writing and communication long term data-driven analysis
What is the strength of product placement?
good for brand name recognition, brand will be remembered sometimes the reputation of the brand can be improved based on perception of the content it is placed in
What is a public?
groups of people with a stake in an organization, issue or idea
radio stations weaknesses
have to advertise to entire geographic range of station (could be paying for audience that won't support business because of location) commercial avoidance
local tv strengths
high level engagement large audiences higher ability to be remembered
cable tv strengths
high level engagement large audiences higher ability to be remembered can have ads targeted on national networks
What is engagement?
how connected/emotionally impacted a consumer is
What is media format?
how media is presented
What is online targeting?
hyper-targeting audience with data and information from browsing history to show ads they are likely to be interested in
What does PR have to do with social media?
if a business has a social media, PR is usually the ones running the accounts they decide all the writing, productions and pictures for posts
How would the sources of content information be a red flag for fake news?
if it doesn't have many credible sources or the information can't be found other places
How would a headline/main message be a red flag for fake news?
if it is in all caps/has exclamations says this is something the media doesn't want you to know
How would the source of information be a red flag for fake news?
if it is on a satirical website/fake news websites/sponsored content
How would certain ways of encountering info be a red flag for fake news?
if it was on social media or promoted in some way
How could fact checking sites lead to be a red flag for fake news?
if the information comes up as not true
How could hyperlinks be a red flag for fake news?
if they are not one credible source leading to another
How would emotional reaction be a red flag for fake news?
if you have a strong emotional reaction/ get angered or upset
Why is internal communication important?
important for employees to feel passionate about where they work and being a part of something company needs certain message to deliver to employees
local newspapers weaknesses
improbable to reach younger audiences low engagement
Why is connecting with the audience important to advertising?
information alone doesn't make a good sales pitch connecting product to people by making people think is a better way to reach audiences
what is an example of media literacy?
knowing technology affects the accessibility of content
Why is traditional advertising still effective among new strategies?
large portion of advertisement because there is still a large portion of people who prefer push media (Super Bowl ads, newspaper, etc)
news websites strengths
low costs geographic and interest targeting
news websites weaknesses
low engagement ignored ads
magazines (local) weaknesses
low to medium engagement
What is an example of product placement?
main character in movie drinking Coke
What are the trends in advertising types/strategies?
major increasing trend: creating content that is advertising in order to overcome ad clutter (product placement, integration, advertorials, online targeting) traditional advertising is still effective and mainstream
How is the media influenced by industrial/financial pressures?
majority of media messages produced by organizations in a commercial setting have to think about who paid for media, what economic decisions went into a product
What is an example of product integration?
makeup product used in YouTube tutorial
Why is a shifting audience an issue for advertising?
millennials have about $3 trillion in buying power but they don't watch TV/push media so ad consumption is low trust social media and peer-to-peer advice more than advertising
cable tv weaknesses
most expensive
what is an example of audience-focused writing and communication
must focus on news values for press releases for journalists
Is product placement a new advertising strategy?
no, while it is effective now this strategy has actually been around for a long time
What is a press release? How does it relate to PR?
official statement from the PR of a company written for journalists to possibly use in a story PR not only writes them but consistently reaches out to reporters so they will talk about the company
How is online targeting effective?
overcomes clutter because all ads are things the consumer is drawn to/least likely to ignore
What is the big difference between PR and advertising?
paying advertising is explicitly paying for media space or time to gain attention PR is more about mutual benefits
How many ads are people exposed to a day and how many of those do they actually notice?
people are exposed to hundreds of ads a day likely only note half of those
What is politics in terms of media?
politics refers to the way a society is government within context of media, politics can refer to how the government regulates media, court decisions, etc.
What is a weakness of online targeting?
privacy issues
What does it mean that audiences are active recipients of the media?
process of making meaning out of media is an ongoing interaction between reader/viewer and the material active audience have a role in how media affects them filter media content through our unique personal experiences/"personal lenses"/what we already know to determine how it influences us
What is product placement?
product advertised being placed into pre-existing entertainment content
What are strategies to beat ad clutter and a shifting audience?
product integration product placement advertorials/sponsored content online targeting
Besides ad clutter, what is another challenge for advertisers today?
shifting audience
What are the specific responsibilities that public relations usually deals with?
social media website content press releases/media relations internal communication crisis communication
radio stations strengths
somewhat defined audience can target more than newspaper due to statistics (demographics on what kind/how many people are listening because of ratings)
What is an advertorial/sponsored content?
sponsored content that looks like normal news content but is created by an advertiser
What makes for a good media plan?
statistical approach figuring out how and why a company is influenced to know what message is most likely to resonate/succeed
local newspapers strengths
statistically educated, older, wealthier audience high level information newspaper consumers engage with ads more medium level cost
What is a media plan?
strategy of advising what advertising a company should produce
What is product integration?
taking a product/ advertiser and interlacing it into entertainment content
What is advertising?
the activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services
What is advertising clutter?
the idea that people are exposed to so many ads that they are ignoring and avoiding them
What are the six principles of media literacy?
the media constructs our individual realities the media are influenced by industrial/financial pressures the media are influenced by political pressures the media are influenced by format audiences are active recipients of the media the media tells us about who we are as a society
How could images be a red flag for fake news?
they could be out of context need to consider source
What is media literacy?
understanding of how media works and how it influences society
Why is product integration effective?
viewers want to consume the ad because its part of what they already want to watch instead of being separate overcomes avoidance
What is crisis communication?
when something goes wrong, PR decides how to tell the publics
