Public Relations Basics, Research, Media Relations, and AI

What are the three types of AI mentioned?

Generative AI, Natural Language Processing, and Machine Learning.

What is the primary function of Generative AI?

To develop new text, images, etc., from prompts.

What does Natural Language Processing enable AI to do?

Read, write, and understand human language.

What is the role of Machine Learning in AI?

To learn from data patterns without being explicitly programmed for every rule.

What is the Golden Rule of AI in PR?

AI writes the first draft; you are responsible for the final truth.

How does press release drafting differ from media strategy development?

Press release drafting focuses on one message, one moment; media strategy development involves many messages and a long-term plan.

What is the definition of Public Relations (PR)?

The management of communication between an organization and its public.

What is a key goal of PR?

To build relationships and trust with various publics to advance organizational goals.

How does journalism differ from PR?

Journalism seeks to find the truth with multiple perspectives, while PR is persuasive and presents a clear opinion in the client's interest.

What are the advantages of a PR Code of Ethics?

Professional standards, guidelines for decision-making, and practical/reputational advantages.

What are the disadvantages of a PR Code of Ethics?

Lack of enforceability, vagueness, and potential lack of internal consistency.

Name the four PR models in history.

One-Way Press Agentry/Publicity, One-Way Public Information, Two-Way Asymmetrical, Two-Way Symmetrical.

What is the primary focus of marketing?

Exclusively on customers, sales, and awareness.

How does PR differ from advertising?

PR focuses on building relationships and trust, while advertising is primarily about persuasion and sales.

What are the four steps in the PR process loop?

Research, Planning, Implementation, Evaluation.

What is the purpose of research in PR?

To inform the PR plan and assess its success.

What are the two types of PR research?

Quantitative (surveys, experiments) and Qualitative (interviews, focus groups).

What elements are included in a PR plan?

Situation, Goals, Publics (audiences), Strategy, Tactics, Messages.

What does a good message framework include?

The organization's situation, position, actions, and desired audience response.

What appeals do good messages target?

Logic (Head) and emotional appeals (Heart) such as love, guilt, fear, humor, and sex.

What is the purpose of a press release?

To share news with the public.

What is an advisory in media relations?

An event that you want members of the media to attend.

What is the difference between earned, owned, paid, and shared media?

Earned media is generated through PR efforts, owned media is content created by the organization, paid media involves advertising, and shared media includes social posts and user-generated content.