PR2

Question 1

5 steps to strategic planning

Answer 1

1. objective
2. key public’s needs and info habits
3. take advantage of strengths and opportunities
4. mitigate weaknesses and avoid threats
5. measure impact

Question 2

in class we talked about a metaphor for strategic planning. What did we use?

Answer 2

roadtrip

Question 3

7 keys to a successful campaign

Answer 3

1. have a SMART goal
2. define success
3. target audience
4. key messaging/tone
5. $$$$$
6. environmental context
7. what they do best

Question 4

what does SWOT stand for

Answer 4

strengths, weaknesses, opportunities, threats

Question 5

give 2 examples of each S W O T section for Lavanda Café

Answer 5

S: large patio, social media, in trendy part of downtown
W: SEO, small venue, newer place
O: patio fest, liquor licence, corporate collab.
T: Parlour, parking, inflation, ppl stay inside.

Question 6

PR looks for what type of communication with audience

Answer 6

2-way

Question 7

what are SMART goals

Answer 7

Specific
Measurable
Achievable
Relevant
Timely

Question 8

problem aware

Answer 8

knows there is a problem but doesn’t know about solution

Question 9

solution aware

Answer 9

knows there is a problem wants to find solution

Question 10

product aware

Answer 10

knows about a product for them but not which one

Question 11

most aware

Answer 11

knows the product and solution for them :)

Question 12

UGC

Answer 12

user generated content
when peeps make content for a company then they both post it.

Question 13

what is a persona and why does anyone care about them

Answer 13

it is a fake person that reflects the group of people you are targeting. it feels easier to tailor the messaging to “one person”

Question 14

what is the RACE model

Answer 14

Research
Analysis
Communication
Evaluation

Question 15

elements of newsworthiness

Answer 15

Remember: THICC - NPP
Timely
Human Interest
Impact
Currency
Conflict
Novelty
Prominence
Proximity

Question 16

principles of persuasion

Answer 16

FACI
familiarity: have familiar influencers advocate
action: make things easy af
clarity: use slogans, logos, images
identification: what’s in it for me

Question 17

publicity campaign basics

Answer 17

1. hit all media outlets at once
2. media kit
3. influencer relations
4. public appearance
5. be ongoing with messaging
6. tone
7. social media
8. awards

Question 18

what free elements can help make a publicity campaign successful

Answer 18

organic marketing and earned media

Question 19

5 principals for internal comms

Answer 19

HONESTY
RESPECT
THANKS & RECOGNITION
TWO-WAY DIALOGUE
CONSISTENCEY

Question 20

the effects of internal comms

Answer 20

employee satisfaction
retention
productivity
workplace culture
organization
mental health & wellness
low absenteeism
purpose & impact

Question 21

what do employees want to know?

Answer 21

what effects/is relevant to their job
how they’re doing
goals
what’s changing
how to be engaged

Question 22

primary vs secondary research

Answer 22

primary, you did it dawg.
secondary, you searched for it dude

Question 23

primary research techniques

Answer 23

• interviews
• focus groups
• random samplling

Question 24

secondary research techniques

Answer 24

search the archives
internet sleuth
library and online databases

Question 25

how to evaluate social media comms

Answer 25

impressions, likes, comments, how they found us

Question 26

how to evaluate website comms

Answer 26

bounce rate, how they got to us, how long they stay, refferals

Question 27

how to evaluate events

Answer 27

tickets sold, registrations,

Question 28

how to evaluate email marketing comms

Answer 28

get an email list silly its so easy! it tells ya right there! how many peeps opened it, clicked, where they click.

Question 29

some digital evaluation metrics

Answer 29

goog analytics socials insights email marketing metrics customer lifetime value average spent/customer customer visit frequency

Question 30

sponsorships

Answer 30

one night stand, give resources, recognition for sponsorship

Question 31

collabs

Answer 31

short term, informal, $ not often exchanged. co-launch something.

Question 32

partnerships

Answer 32

two-way, mutual beneficial each party does something for the other complementary audiences long or short term

Question 33

registered charities

Answer 33

registered with CRA give tax reciepts board of directors benefit broader community operate programming theirselves EX: dream factory, humane society, wpg foundation

Question 34

non-profits

Answer 34

no tax reciepts broader mission (no CRA) owned by a group, governed by board profits are reinvested

Question 35

how to do comms for non-profit/charities

Answer 35

communicate need communicate impact engage audience

Question 36

anatomy of storytelling

Answer 36

hook conflict hero story (beneficiary as hero) how helped resolution (what up now) call to action

Question 37

community relations

Answer 37

building/nurturing the relationship with specific publics via investing in their community resources.

Question 38

why do businesses do community relations

Answer 38

foster a positive image and give back to development of community.

Question 39

best practices of community relations

Answer 39

align with core values engage authentically measure impact.

Question 40

news conference

Answer 40

a newsworthy event that Js want to cover. follow up is needed to make the story

Question 41

CRITERIA FOR NEWS CONFRENCE

Answer 41

1. of interest of large audience 2. media wants to cover it NOW 3. requires contact with us to cover it properly

Question 42

a solid media message includes:

Answer 42

-clips of 8-10 seconds for soundbite -clear and uncomplicated -plain language -what's in it for the audience -impact not process -SHOW don't tell

Question 43

bridging

Answer 43

act of segueing into something you can actually speak about.

Question 44

bridging ABCs

Answer 44

Address question Bridge Communicate your message

Question 45

how to respond to a BOLD question

Answer 45

J: is your CEO a criminal? bad answer: no our CEO isn't a criminal. YAS answer: absolutely not

Question 46

can you address hypothetical questions?

Answer 46

no why would you. only speak to what you know.

Question 47

what is it called when you invite the Js to your news conference?

Answer 47

media advisory

Question 48

What goes in a media kit?

Answer 48

News release Contact info Table of contents Organization info Related visuals Speaking notes

Question 49

issue management

Answer 49

negative event/situation * doesn't stop biz as usual/doesn’t threaten long-term negative impact * still important to quickly detect and manage * mismanaged issues can develop into crisis.