ADPR 101 Final

Aggregator app

an app that gathers all social media content in one place for easy consumption

1-9 employees

small company size

10-75 employees

medium to large company size

75+ employees

large company size

public affairs

shape public opinion through informational and persuasive tactics

goods and services

nonprofit organizations are designed to fill a need by providing _____ to people in local communities

consumer, cost, convenience, communication

Four C’s

traditional media

foundations tools such as press releases, advertisements, and brochures

organization’s address block, distribution date, title, dateline, content, end mark

elements to include in a news release

company overview, contact information, product information, logos, media assets

media kit essentials

glittering generality

the opposite of name-calling, words of praise or positivity toward a person, place or thing without giving them a concrete reason

phone call

While most often the media pitch starts as an email, sometimes the written media pitch is followed by a _____

PR objectives, affected audiences, phase or lifecycle of the problem, provide measures of creation, reliability, and validity

PR measurement and assessment standards should include _____

engagement, awareness, share of voice, return on investment (ROI), customer care

Social media metrics

Barcelona principles (2010)

created to get people used to being measured on results, not what they did

controlled channel

Direct mail flyer is an example of ______

uncontrolled channel

An organizations Facebook post is an example of ______

concise, strategic, relevant, compelling, simple, memorable, real, tailored

core attributes of key messages

earned

type of media found to be the most trustworthy by the general public

paid

billboards are an example of what type of media

content calendar

a schedule of your content you plan to produce and publish

channels

the mode for sending and receiving messages

implementation

when the PR plan sees action

key message

the takeaway, or essence of what is being communicated

A/B testing

allows you to compare two versions of your message (website, tweet, video, email) to see which performs better with audiences

awareness

social media exposure; reach, the total amount of people who actually saw the content

conversion

when the receiver of your message does what you want them to do

customer care

how the organization shows that customers are important, giving them an opportunity to interact with the organization

engagement

interaction between the brand and the consumer

hypothesis

educated guess about an outcome that you can prove with testing

message testing

helps identify words that may be confusing or content that could read differently than it was intended

outcome objective

include the changes you have caused as a result of the campaign

output objective

the work attempted, completed, or produced

qualitative metrics

focused on non-numerical data, can include sentiment analysis, calls to action, third-party endorsements, survey or interview data, etc.

quantitative metrics

measure of numerical data, include impressions, reach, share of voice, engagement across earned, owned and paid channels

referral

the path a user took to get to your website

return on investment (ROI)

the difference between net profit and cost of investment

share of voice

the number of times your content is mentioned versus the number of times a competitors content is mentioned on social channels

advocacy

PR writers can use to present their opinions of an individual, organization, or brand

hard news

something that pertains to a momentous event and has an impact on society

media advisory

memo that notifies selected media about an upcoming newsworthy event or item

media kit

set of materials that contains information about your business, product, or event gathered in one place and provided to the media to help them write their story

news release

newsworthy information written and released from public relations professionals and sent to targeted media

persuasion

moving by argument, entreaty, or expostulation to a belief, position, or course of action

planning sheet

basic outline to help organize and prep the writer

soft news

lighter information that pertains to developments without major consequences

brand advocate

a customer or fan that uses their following to benefit a brand

brand ambassador

individual with established online network and a passion for the brand that a company chooses to champion the brand's products or services

geofilters

overlays for Snapchat's that can only be accessed in certain locations

influencer

individuals who have a significant audience and influence that a brand or organization partners with to share the brand's story

macro-influencers

more accessible to represent brands, range from 40k-1 million followers on social media

mega- influencers

celebrities and have gained their fame offline but have moved online with more than 1 million followers on at least one platform

micro-influencers

known for their expertise in a particular niche, range from 1k-40k followers

nano-influencers

small number of followers but have expertise in highly specialized or obscure field

search engine optimization (SEO)

the strategic process of growing both the quality and quantity of website traffic by increasing visibility through search

social media

a platform or application where users can share, engage, and or create information to share with others whom they have connected with on said platform or application

user centric

users having more control, choices or flexibility than they might have had in a previous version

501c3

the portion of the U.S. Internal Revenue Code that allows for federal tax exemption of nonprofit organizations, specifically those that are considered public charities, private foundations or private operating foundations

brand identity

the brand's name, term, design, symbol, or any other feature that identifies the seller's service or product that is distinct from other sellers

brand image

the impression of a product/person held by real or potential consumers

business to consumer (B2C)

refers to the process of selling products and services directly between a business and consumer

C-suite

executive-level manager within a company

cancel culture

boycotting a person because they said or did something questionable, objectionable, or offensive in the past

external communication

the transmission of information between a business and another person or entity in the company's external environment, aimed at disseminating news and information from numerous states, municipalities, and even specified programs within campaigns to external entities

government relations (GR)

the branch of public relations that helps an organization effectively communicate with the government

grassroots

movements and organizations using collective action from the local level to effect change at the local, regional, national, or international level

internal communication

practitioners are tasked with facilitating communication between the company and employees

organizational heirarchy

a way to structure an organization using different levels of authority; higher levels control lower levels

public affairs

shaping public opinion through informational and persuasive tactics

reputation management

communicating with a bevy of audiences while building and maintaining the university brand across all platforms and departments

request for proposal (RFP)

a business document that announces and provides details about a project

silos

a mentality where certain business departments or sectors do not wish to share information with others in the same company

stakeholders

creditors, employees, government, owners, suppliers, unions, and the target community who can affect or be affected by the organization’s actions

Gini Dietrich

Who championed the PESO model

Healthcare

The PR sector least likely to use social media trends due to industry specific regulations

Owned

A video news release is an example of what type of media?

repuation

Nurturing existing relationships helps nurture your _____

mutually beneficial relationships

organizations aim to develop ____ with the target publics

Advertising value equivalent (AVE)

advertising rates are based on how many copies of the publication are distributed to the public or how the size of the viewing or listening audience

AP Stylebook

publication often referred to as the journalist’s bible

Media advisory

a memo that notifies selected media about an upcoming newsworthy event or item

why campaigns fail

people ignore information outside of their belief system, you are not reaching the intended audience, and people are misinterpreting your messaging

output

the number of x posts or Instagram posts created are examples of measurable _____ objectives

reputation management

Many PR professionals who work in higher ed spend a great deal of time on _______

Ivy Ledbetter Lee

wrote the first corporate news release

Facebook

the most popular platform for both marketers and consumers by Sprout Social in 2023

PT barnum

The movie the greatest showman is based on this PR historical figure

earned

If you had to force PR into only one of the PESO model pillars, the media it most closely aligns to would be ______

agency

for-hire external public relations team

message testing

The purpose of ______ is to identify works that may be confusing or content that could be