PRSSA JOUR 470

52 flashcards

Which of these below is not a type of primary research: Research, Focus groups, indepth interviews, peer review journal: peer-reviewed journals
What defines PR as a strategic comms process and building relationships (is a fictionalized communication relationship): TRUE
What is SWOT: Strengths, Weaknesses, Opportunities and Threats
What is the PESO model?: Its the tactical specific way to get to our strategy goal.
What does PESO stand for?: Paid, Earned, Shared, Owned,
What is PESO Owned Media mean?: Company website, blogposts, podcast,
What are the 7 Eras of the Web:: Prehistoric Web (not actually), PC Era, Web 1.0 (read-only era), Web 2.0 (the social web), Web 3.0 (Semantic Web), Web 4.0 (mobile era web), Web 5.0 (AI Intelligence web)
Buyer Persona: a fictional general representation of a potential customer
What is a brand:: the entire experience of the company
Fill in the blank, the people dont buy what you do, they buy __ _: Why you do it!
In design, what is the purpose of good proximity: to create opposition to help color stand out
What is SEO?: the organic process of increasing the quality and quantity of traffic to your website (true)
What is newsjacking: (ALL) adding thoughts and opinions into the news, a type of blog post to garner news attention,
Why is creating a rich SEO better than buying?: Benefits of Ad work run out as soon as your budget does
What are the 3 R's to measure influence: Relevance, Reach, Resonance
What are net terms:: amount of time the buyer has to pay an invoice.
What is UGC?: User generated content
what si the most valuable piece of owned media?: Company website
What are the 4 steps of creating a PR plan:: Research, Planning, Implementation and Evaluation
What is a KPI:: Key performance indicators
What are 4 reasons to start a blog:: (ALL) Position the company as an expert, improve SEO, etc.
What is an embargo?: when a publisher holds pieces of info until deadline or specific date/time!
What is the law of diffusion of innovation?: The theory that explains how new ideas, technologies or products spread through a population over time
What are the key characteristics of long tail theory?: Shift in focus from narrow to wide, not lumping all products, not hyperspecific to specific, broad topics to niche topics,
Characteristics of the creator economy?: Numerous opportunities for people to make money online.
What are long tail keywords?: keywords or key phrases that are more specific –and usually longer – than more commonly used keywords
What are short tail keywords?: are search terms that are made up of no more than three words. They refer to very broadtopics rather than specific ones
R.O.I: return on investment
RPIE: research, planning, implementation and evaluation
CTA Call to Action: A prompt that encourages an audience to take a specific action.
PPC Pay Per Click: An online advertising model in which advertisers pay each time someone clicks on their ad.
CTR (Click through rate): The percentage of people who click on a link or advertisement after seeing it.
• What is the difference between on-site and off-site SEO?: On site = on page Off site = off page
Explain what On-Site SEO is and does: Optimizing various components of your website so it ranks higher in search! such as: Page Titles, Headers, Meta Descriptions, Image Alt-text, Page URLs and Internal Linking
Explain what Off-Site SEO is and does: It’s what you do outside your site to build yourreputation. such as: link building, social media, brand mentions, rating and reviews management, influencer marketing, and guest blogging
• What are some factors that impact search engine results?: traffic in search (popularity), site speed, mobile first design,
Pinpoint: the product or value that ‘tips’ the audience
buyer personas important? Best way to research your primary buyer persona?: Distinct demographic grouping of your potential customers SECONDARY audiences r a place to research primary buyer persona
Brand Ambassador VS. Influencer?: Influencer has more ‘freedom’ more honest, using any brand you want, definitely a freelancer Ambassadors are contractually obligated, certain qualifications for mentions,
What is a Content hub and primary purpose?: so where all your channels for messaging/videos are all in one place to connect with (like a Linktree or website). It’s primary purpose is to inform, not sell!If you’re site isnt keeping your audiences educated and up-to-date you’re probably losing them
8 basic design principles: alignment, hierarchy, contrast, repetition, proximity, balance, color theory, space!
7 tips for impactful graphic images:: Plan it out Find a different perspective Framing Lighting Rule of 3rds Limit your color palette We like negative space
Psychographics: (study and classification of ppl according to their attitudes, aspirations, and other psychological criteria. EXPLAINS THE WHY)—values, opinions, interests, lifestyles, beliefs, attitudes, social class
Technographics: digital skills of a particular audience. EX: digital participation, preferred content, motivations for use, familiarity with technology, social media preferences, (think about the hardware they’re using)
PR Process Pyramid (Planning Phase):: Goals - broad general outcomes Objectives - specific measurable indicators of whether a goal has been met. (always has Audience, Timeframe, and Measured) Strategies - plans of action designed to achieve objective. Tactics - specific action steps required to deliver on strategy. ex: hop on a viral trend, post a giveaway.
3 ways to group influencers:: By Platform By Follower count By Level of Influence (By Types of Content)
Affiliate Programs: Marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals.
5 common types of blogs: • The "How-To" Post• The List-Based Post• The "What Is" Post• The Newsjacking Post• The Infographic Post
Brand Value: The worth of a brand based on its reputation, customer loyalty, perceived quality and ability to create value for its audience.
“It Starts With Why" what is this principle?: The principle that successful organizations communicate why they exist and what they believe in before explaining what they do or how they do it.
Why is it important for visual content to connect to emotion?: Visual content connects to emotions, captures attention and helps audiences remember a brand’s message.
What is the most important component of a website for PR people?: Content that focuses on the target audience’s needs and provides useful, relevant information (Contact)