ABC Public Relations & Brand Management Flashcards

In public relations, what is the primary distinction between 'earned media' and 'paid media'?

Answer: Earned media is coverage obtained through newsworthiness; paid media is purchased advertising space

Earned media is coverage a brand receives based on merit (press coverage, word-of-mouth), while paid media involves purchased placement such as advertising.

Which element is essential in a press release to ensure journalists can follow up?

Answer: Contact information for a media spokesperson

A boilerplate contact section with a spokesperson's name, phone, and email is essential so journalists can seek additional information or interviews.

What is 'brand positioning' in the context of strategic communications?

Answer: The process of establishing a unique place for a brand in the target audience's mind

Brand positioning defines the unique space a brand occupies in consumers' perception relative to competitors, guiding all communications strategy.

In US public relations practice, the PRSA Code of Ethics primarily emphasizes:

Answer: Honesty, accuracy, and serving the public interest

The PRSA Code of Ethics centers on honesty, accuracy, fairness, and advocacy that serves both client and public interests.

Which step should come FIRST when developing a public relations campaign?

Answer: Conducting research to understand the situation and audience

Research is the foundation of the RPIE (Research, Planning, Implementation, Evaluation) model, ensuring the campaign is grounded in facts and audience insight.

What is the purpose of a 'message platform' in brand communications?

Answer: A documented framework of core messages and supporting points to ensure consistent brand communication

A message platform serves as the single source of truth for all brand communications, ensuring consistency across spokespeople, channels, and campaigns.