Public Relations Digital PR and Social Media 1 — Questions and Answers
Question 1: What is 'digital PR' primarily focused on?
- Building online visibility through earned media, backlinks, and social content (Correct answer)
- Managing paid digital advertising campaigns
- Designing and maintaining an organization's website
- Monitoring competitor digital marketing strategies
Correct answer: Building online visibility through earned media, backlinks, and social content
Digital PR uses online channels to earn media coverage, build quality backlinks, and distribute content to increase brand visibility and search rankings organically.
Question 2: What is 'social listening' in digital PR?
- Monitoring social media platforms for mentions, trends, and audience sentiment (Correct answer)
- Publishing regular social media content on behalf of a brand
- Managing influencer partnerships on social platforms
- Analyzing social media advertising performance
Correct answer: Monitoring social media platforms for mentions, trends, and audience sentiment
Social listening uses tools to track brand mentions, keywords, and industry conversations across social media to understand public perception and identify opportunities.
Question 3: A 'backlink' earned through digital PR is valuable because it:
- Improves a website's domain authority and search engine ranking (Correct answer)
- Drives paid traffic to a landing page
- Increases social media follower counts
- Enables email retargeting of website visitors
Correct answer: Improves a website's domain authority and search engine ranking
Backlinks from high-authority websites signal credibility to search engines, improving organic search rankings—a key benefit of digital PR that extends beyond traditional coverage.
Question 4: What does 'share of voice' measure in digital PR?
- An organization's coverage volume relative to competitors in a defined media space (Correct answer)
- The percentage of social media posts that include the brand's hashtag
- Total number of digital press releases distributed
- Monthly organic website traffic compared to paid traffic
Correct answer: An organization's coverage volume relative to competitors in a defined media space
Share of voice compares how much of the total conversation or media coverage about a topic or industry belongs to your brand versus competitors.
Question 5: Influencer relations in PR involves:
- Building relationships with content creators to earn authentic audience endorsements (Correct answer)
- Paying celebrities for scripted advertisements
- Managing journalists who cover the brand on social media
- Recruiting internal employees to act as brand ambassadors
Correct answer: Building relationships with content creators to earn authentic audience endorsements
Influencer relations is a form of earned media where PR professionals identify relevant content creators and pitch them stories or products to share authentically with their audiences.
Question 6: Which FTC regulation is most relevant to PR professionals managing influencer campaigns in the US?
- Influencers must clearly disclose paid partnerships or gifted items (Correct answer)
- All influencer content must be pre-approved by the FTC
- Brands cannot compensate influencers with free products
- Influencer follower counts must be independently verified
Correct answer: Influencers must clearly disclose paid partnerships or gifted items
The FTC requires that material connections between brands and influencers—including gifts, payments, or discounts—be clearly and conspicuously disclosed to audiences.
Public Relations Digital PR and Social Media 1
What is 'digital PR' primarily focused on?