Digital PR and Social Media Flashcards

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

Answer: An estimated monetary value assigned to organic coverage and social mentions

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

A 'viral' PR campaign is best characterized by:

Answer: Content that is rapidly shared widely by audiences organically

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

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

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

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

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

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

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

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

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

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

What is 'astroturfing' in the context of PR ethics?

Answer: Disguising organized campaigns as spontaneous grassroots public opinion

Astroturfing is a deceptive practice where PR campaigns are designed to appear as authentic grassroots movements while actually being orchestrated by organizations or lobbyists.