Public Relations Digital PR and Social Media 2

Question 1

What is 'earned media value' (EMV) in the context of digital PR?

Accepted Answer

An estimated monetary value assigned to organic coverage and social mentions

Answer

EMV attempts to quantify the financial value of organic coverage by estimating what the equivalent paid media placement or social engagement would cost.

Question 2

A 'viral' PR campaign is best characterized by:

Accepted Answer

Content that is rapidly shared widely by audiences organically

Answer

Viral campaigns spread organically when content resonates emotionally or socially, motivating audiences to share it without any paid promotion.

Question 3

What is 'real-time PR' or 'reactive content' in digital strategy?

Accepted Answer

Creating and publishing timely content in response to current events or trends

Answer

Real-time PR involves monitoring trends and conversations to create relevant content quickly, as exemplified by Oreo's famous Super Bowl blackout tweet.

Question 4

What is the purpose of 'reputation monitoring' tools in digital PR?

Accepted Answer

Track online mentions, sentiment, and coverage to protect and manage brand reputation

Answer

Reputation monitoring tools like Brandwatch, Mention, or Google Alerts track where and how a brand is being discussed online, enabling proactive reputation management.

Question 5

A 'content calendar' in digital PR planning helps to:

Accepted Answer

Organize and schedule content across channels aligned with campaigns and news cycles

Answer

A content calendar ensures proactive, consistent content distribution that aligns with PR goals, product launches, seasonal news hooks, and industry events.

Public Relations Practice Test

Public Relations Practice Test

Public Relations Digital PR and Social Media 2