Principles of P.R. lecture 8,9,10

Question 1

What is a campaign?

Answer 1

A coordinated, purposeful, extended effort designed to achieve a specific objective, creates value, addresses issues, solves problems, changes, modifies and reinforces beliefs and issues a “call to action” to the target audience.

Question 2

When is a campaign most effective?

Answer 2

when fully integrated with all marketing channels (advertising, promotions, events, online, etc.)

Question 3

What are the different types of campaigns?

Answer 3

• Public awareness
• public education/information
• change or beliefs
• brand marketing
• brand management
• behavior modification
  reinforcement of attitudes & beliefs

Question 4

Characteristics of a successful campaign?

Answer 4

• executed on budget and time
• ethical, honest, & transparent
• engages media and the target audience
• fully integrated across all marketing channels
• monitored and measured against approved metrics
• causes target audience to take action or change behavior

Question 5

Request for proposal (REP)

Answer 5

typically issued by an organization or brand to agencies inviting them to propose a campaign

Question 6

Creative Brief

Answer 6

document created by the agency developing a campaign which confirms key campaign elements (challenge, objectives, target, budget, timing)

Question 7

Target Audience

Answer 7

the primary audiences the campaign is targeting

Question 8

Insight

Answer 8

based on research and analysis of the Target Audience, a nugget of compelling information that could motivate the audience to take action

Question 9

Strategy

Answer 9

the campaigns overarching strategic approach based on a logic trail that links the challenge, research, analysis and insight

Question 10

Creative

Answer 10

the creative interpretation of the strategy that can be communicated via multiple marketing channels

Question 11

What does R.A.I.S.E stand for?

Answer 11

Research
Analysis
Insight
Strategy
Execution

Question 12

What does P.E.S.O stand for?

Answer 12

Paid
Earned
Shared
Owned media

Question 13

Earned Media

Answer 13

editorial coverage across pint, broadcast, and digital media (content that is distributed and shared)

Question 14

Paid Media

Answer 14

paid advertising across print, broadcast, and digital (sponsored content, promotions, events, contests, sweepstakes)

Question 15

Owned Media

Answer 15

Company, brand or organization Facebook, Twitter, Web, etc.

Question 16

Shared Media

Answer 16

Collaborating with social media influencers

Question 17

News Release

Answer 17

• announce the news via one-two page release
• distributed via paid wire called PR Newswire or Business Wire

Question 18

Images

Answer 18

• accompany press release
• photos that can be used by digital and print outlets

Question 19

Syndicated Print Feature or Matte Release

Answer 19

• unlike a press release, written as a feature story and distributed for a small fee to digital and print outlets

Question 20

Audio News Release (ANR)

Answer 20

utilizing the approved press release language, create a 20 to 60 second radio script and distribute to hundreds of radio stations for a small fee

Question 21

Video News Release (VNR) or B-Roll Footage

Answer 21

a video packed of 3 to 5 minutes that tells the news through video and sound bites for tv and digital outlets

Question 22

Video Short

Answer 22

highly shareable video content no more than 20-30 seconds that is distributed via social digital channels including owned media

Question 23

Livestream

Answer 23

create a broadcast production like a show you would see on tv and distribute via livestream so that it can be viewed globally via computer

Question 24

Documentary/Long Form Video

Answer 24

• Long form video content
• documentary style film from 5 minutes to as many as 60
• portions can be edited for tv outlets as well as digital

Question 25

Broadcast Integrations

Answer 25

- increasingly becoming more popular - paid editorial on tv and radio show - Examples: Extra, Ellen, Kimmel, Good Morning America

Question 26

Public Service Announcement (PSA)

Answer 26

- must have a non-profit partner - TV and radio outlets must air PSA's

Question 27

Sponsored Content (advertorials)

Answer 27

- looks like an editorial, but this is paid for by brands - popular online media like Buzzfeed led the popularity of this - less expensive than traditional advertising

Question 28

Press Conference

Answer 28

Not used as much anymore except for major media announcements - gather media at one place and one time for an announcement

Question 29

Satellite Media Tours (SMT)

Answer 29

from a studio, a spokesperson conducts interviews with TV stations via satellite

Question 30

Co-Op SMT

Answer 30

a third party spokesperson conducts interviews via satellite and promotes several products

Question 31

Radio Media Tour (RMT)

Answer 31

by phone, a spokesperson conducts a series of live phone interviews with dozens pf radio stations

Question 32

InStudio

Answer 32

a spokesperson visits print and digital outlets and conducts interviews in-studio with TV, radio and digital outlets

Question 33

Deskside

Answer 33

A spokesperson visits print and digital outlets and conducts interviews right at the desk of a journalist

Question 34

FAM (Familiarization) Trips

Answer 34

fly online influencers, print journalists, and some broadcast media to a unique destination and offer a compelling experience for them to cover

Question 35

Crowd Source Content

Answer 35

engage fans to tweet, post, submits images/videos to be featured in some form of content or as part of a new product search launch

Question 36

Free Standard Insert (FSI)

Answer 36

the most popular tactic of consumer packaged goods brand because it can be measured exactly

Question 37

Examples of FSI (Free Standard Insert)

Answer 37

- Direct Mail - Digital advertising (click-throughs)

Question 38

What did PR measurement revolve around up until the early 2000s?

Answer 38

1. number of impressions (quantity, amount of coverage across print and broadcast) 2. placement of coverage - clients wanted to be in the biggest outlets (USA Today, Wall Street Journal, Today Show) even if those media outlets were not consumed by the target audience

Question 39

What Are The New Metrics Introduced?

Answer 39

1. quality of impressions (positive, negative, neutral story) 2. Message Pull Through

Question 40

What are the 3 messages approved before every campaign?

Answer 40

1. brand is featured prominently 2. objective of campaigns 3. call to action to target audience

Question 41

How is PR Measured through Digital and Social Metrics?

Answer 41

- facebook likes - websites visits - vote - signing a petition - video views and sharing - tweets/retweets - #hashtag usage crowd sourcing (submitting video, images, or other content)