Public Relations Final

social selling

actively searching for leads, approaching new customers, advertisement based on searches and key words

emerging skills in PR

advocacy marketing, corporate governance, corporate social responsibility, database marketing, financial relations, issues management, social research

business acumen

an understanding of business principles such as accounting, finance, marketing, and sales

visual format

one of the most powerful elements for campaigns

message strategy

how a brand consistently communicates to a target audience

content execution

how to deliver materials to audience

content amplification

boosting exposure, distributing content to audiences

content curation

development of original materials made of relevant information that has not been posted before

communal relationships

allow both parties to benefit equally

exchange relationships

dependent on expectations of each other

relationship management

strategy that allows focus on connections with audiences

benefits of relationship management

controlling mutuality, trust, satisfaction, and commitment

activists

individuals who educate, promote, and engage in a variety of different channels and circumstances to reach intended audiences

creators

subset of influencers who focus on creating original content in their own voice for brands and they view creativity as the most important element in their contributions

influencers

individuals who have built an audience, naturally and over time, and are viewed as authority figures on a certain subject or perspective

backgrounder

an overview of key players and explains the why and how

media kit

premade promotional and informational materials that covers a brand or person

real time writing

spontaneous writing done when a brand must act quickly and think on their feet

storytelling/narrative

sharing stories that shows what happens behind the scenes

creative messaging

goes beyond simple transmissions to engage and entertain

persuasive writing

create stories, content, and messages that resonate with audiences at an emotional, logical, and practical level, motivating them to take action

RPIE model

research, planning, implementation, evaluation

earned media

powerful and influential aspect of PR that is not paid for but is valuable in building credibility and boosting visibility

press release

includes headline, dateline, lead paragraph, body/details, and boilerplate

libel

printed falsehood

slander

a false oral statement

deception

a false or misleading statement to persuade audiences

puffery

an exaggerated statement, cannot be proven but is not correct

branding

strategic promotion of a product, company, or person, identifying differences from competitiors

Being educated in PR means to have…

an understanding of business principles, marketable business and PR skills, business education and real experience, networking, and business acumen

What do PR and marketing have in common?

Both value the essence of stories and content, value digital and social changes, and transit information to audiences

What do PR and sales have in common?

Both are the source for messaging about products, ideas, and services, have to ensure audiences have enough information to make choices, and know the difference between hard and soft selling approaches

Advertising

A traditional focus for students, a nonpersonal form of communication that persuades audiences to take action by buying a product, service, or idea

Entrepreneurship

the pursuit of opportunity behind resources controlled, focuses on strategically and persuasively going after funds and support that are controlled by others

entrepreneurship skills

ambition, persistence, empathic listening, creativity, strong leadership skills

pursuit

a specific focus and dedication needed to accomplish a set goal for the launch of a new product or service

opportunity

the product or service is unique such as an innovative product, a newer or cheaper version of a product, target a new audience, or use a new business model

PR and HR

have to work together for good corporate culture in communication, correspondence, climate, and team dynamics

Corporate social responsibility

ensures companies conduct their business in an ethical way

Types of corporate social responsibility

social issues, economic, environment, human rights

Ambassador programs

focused on audiences of loyal supporters outside of the company, experience incentivized

content marketing

process of promoting content to audiences

content ideation

a great idea allows the big picture of the writing situation to be seen and strategizing how to bring the concept to life

audience segmentation

the process of categorizing people into groups based on a specific criteria

behavioral segmentation

analyzes the behavior and actions individuals take, helps to understand how an audience has behaved or acted in relation to the client or brand

communication channel segmentation

looks at channels (media, devices, platforms, influencers, and sources) the audiences interact and engage with

psychographics

attitudes, behaviors, interests, opinions, lifestyle

hero

has 1 million or more followers, well-known for partner deals with brands, not viewed as authentic, conscious of brand image

macro

100,000+ followers, established following, aware of brand image

micro

10k or more followers, more brands are working with them, interesting content, engages with audiences

nano

1k followers, community is highly engaged, active in their community