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PR Final extra pt 2.
Extra content from section 2 (2A, 2F)
| Question | Answer |
|---|---|
| Public relations is.. | More than publicity. |
| Public relations definition: | The values-driven management of relationships with publics that are essential to an organization's success. |
| A "public" is... | Any group whose members have a common interest or common values in a particular situation; can be official or unofficial |
| Well-run organizations often have brief statements that specify their most important values | These are called value statements. They lead to organizational goals |
| Organizations often need resources they don't control; either by employees, stockholders, the news media, or other groups. | True; public relations strives to build productive relationships with the resource holders (publics.) |
| Stakeholders | When a public can be affected by the actions of an organization (or vice versa), the public is said to have a "stake" in that organization; these are called |
| The process of public relations | It consists of four stages: Research, planning, communication, and evaluation. |
| First three roles of public relations practitioners: | Counseling - w/ org leaders on the importance of productive, win-win relationships w/ publics that hold key resources Planning - creating research-based plans to build positive relationships w/ those publics Enacting those plans |
| Final role of public relations practitioners: | Coaching all members of their organization to behave in ways that build good relationships with key publics |
| Public relations focuses on developing strategic messages | True; to develop and deliver strategic messages, PR professionals often use a planning grid that seeks information |
| A good strategic message addresses the values of the public in a way that will lead its members to deliver the desired resource | True. |
| The PR planning grid seeks information and ideas in 10 distinct areas (part one): | 1. Goal - what relationship/resource outcome you hope to achieve 2. A public - group w/ common interest 3. A resource - something a public has that you want 4. Values - core ideas or beliefs 5. Relationship - describes the nature of the contacts |
| The PR planning grid seeks information and ideas in 10 distinct areas (part two): | 6. The message - addresses value of the public in an effective way 7. Media - specify channels you'll use to send the message 8. Timetable - specifies when you'll send the message 9. Manager - who on your team has responsibility for msg 10. Budget |
| Corporate Social Responsibility | The idea that organizations should sustain and improve the societies within which it operates. |
| Most important PR job skills (survey): | * Good writing * Planning * Speaking abilities * Data analysis expertise |
| Websites | A primary means of distributing info quickly to a diverse audience; they can inform, market goods and services, share opinions and entertain. |
| No audience is as potentially diverse as a web audience | True. |
| When writing a website, think of a specific user | True; give them a name, list their needs, desires, and goals. Ask questions like what is their age, interests, what languages do they speak, what device do they use most often, at what time of day will they visit the site, etc. |
| Key to success of websites: | They must provide current, content-driven info in an easy-to-navigate format that is relevant to the users' needs. |
| Format/design of websites | Dominant reading pattern looks like an "F." Users read horizontally and then scan down the left side; they read less and less as they move down the page. |
| Early studies by Google refer to this as the Google Golden Triangle | The right side of the page (the optimal location to place information.) |
| Patterns additional to the F pattern include: | Layer-cake pattern Spotted pattern Marking pattern Bypassing pattern Commitment pattern |
| Layer-cake pattern | Users scan headings and subheadings and skip the underlying content |
| Spotted pattern | Users skip large sections of copy and scan down the page looking for something, such as a link, numbers or specific words or phrases |
| Marking pattern | Users "mark" or focus in one place as they scroll down the page |
| Bypassing pattern | Users skip the first words of a line when all start with the same word, as in some lists |
| Commitment pattern | Users who are truly motivated or interested in the content will read the entire page |
| Responsive design | A web development approach that creates fluid grids that reshuffle page elements depending on whether the user is on a small or large screen. It relies on fluid grids designed in percentages |
| Writing and design go hand-in-hand. | Design must enhance readability and not distract from content; the success of the site depends on how well the user can navigate through the site to find specific info. |
| Anatomy of a website | Ask yourself two questions: What is the user of my site looking for? What do I want the user to do? Put the user's needs first; answer a potential user's questions or needs. |
| Homepage | Should function as a front room or lobby; must be distinguishable. Place where audiences can be split into different interest groups and guided to info. Should include brief explanation of org/what you do and your services/benefits. |
| About page | Tells the story of the company; your company history, mission, vision, accomplishments and leaders. Shows how you differ from others in your field. Include visuals such as photos and include contact info |
| Products and services page | Should involve multiple inter-connected pages; the place where you sell your product with powerful benefit-driven copy. Follow this with a description of each product or service. May include link to a landing page |
| Landing page | Changes depending on the campaign; is different from a homepage. The goal is to drive traffic for a specific marketing campaign. Appears when a user clicks on your ad; makes a specific offer, drives users to a specific action |
| Landing page tips | Use large fonts, NO navigation tools, only one visual, clear simple headline, sales-driven copy, action words, offer a guarantee, provide social proof, make it easy to act, use simple form, and keep selling. |
| FAQs Page | Includes questions from customers; this page saves time for both you and the customer bc you have provided a place that is easily accessible for customers to find answers; use a casual and friendly tone |
| Testimonials and Reviews | Help build credibility and trust; encourage others to buy, sign up or use whatever product or service you are promoting; are often the most visited pages on your site. Come from customers who have used your product |
| Contact page | Shows potential customers a variety of ways they can contact you; include telephone and fax numbers, email address, mailing address, social media accounts, etc. Businesses w/ physical location should include a map with a link |
| Blog | May be the most affordable and greatest marketing tool available; is a series of posts about related topics usually listed in reverse chronology; list blog under the company domain for the best results; can also be shared on social media |
| Media Page | Also known as a newsroom or a digital newsroom, makes it easy for members to contact you and obtain accurate info about your org; includes contact info, short bios of key personnel, awards, links to articles and/or blogs, and a media kit, |
| Privacy Policy | Lets users know that their personal info is safe with you; it explains how info is collected and used, whether or not it is shared w others, etc. |
| Terms and Conditions | Spells out rules for using the site; key issues such as acceptable use, privacy, cookies, registration and passwords, intellectual property rights, links to other sites, etc., are explained. |
| Sitemap | Where you provide info about the pages, videos, and other files on your website and relationships among them. Makes it easier for search engines to understand and index your content. Search engines like Google read this file to gather valuable info |
| Users prefer to scroll rather than to click | True; scrolling is quicker than clicking and people want information quickly. Include good content and strong visuals to give users a reason to scroll. |
| Website format/design tips part 1 | 1. Make site speed a priority 2. Make your site mobile friendly 3. Simplify navigation 4. Label buttons clearly to aid in navigation 5. Respect the fold (top of the screen) 6. Don't clutter your site w/ graphics |
| Website format/design tips part 2 | 7. Use basic principles of design 8. Choose a color palette 9. Choose graphics that work well in b&w and color 10. Use photos of real people 11. Use video if appropriate 12. Choose typography that complements your brand |
| Website format/design tips part 3 | 13. Keep line length short 14. Include social media sharing buttons 15. Study websites that you use and like |
Created by:
FaithMcBaith
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