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Digital PR and Social Media Flashcards

6 cards from real Public Relations practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 6 Digital PR and Social Media flashcards as text

  1. What does 'dark social' refer to in digital PR measurement?

    Answer: Web traffic from private sharing channels like messaging apps that cannot be tracked

    Dark social refers to content shared through private channels—messaging apps, email, private groups—where traffic cannot be attributed to a specific source in analytics.

  2. In digital PR, a 'link-building campaign' through content typically involves:

    Answer: Creating shareable research or data that journalists and bloggers link to naturally

    Ethical digital PR link-building creates genuinely valuable content—studies, infographics, original data—that earns natural links because journalists and sites want to reference it.

  3. What is an 'online newsroom' and why is it valuable?

    Answer: A dedicated website section with press materials, giving journalists easy access to resources

    An online newsroom gives journalists, bloggers, and other media professionals self-service access to press releases, executive bios, media kits, and approved photos at any time.

  4. Which social media metric is most meaningful for evaluating PR campaign impact?

    Answer: Engagement rate and sentiment of conversations about the brand

    Engagement rate and sentiment reveal how audiences are responding to content—whether positively or negatively and how meaningfully they are interacting—rather than just passive reach.

  5. What is 'newswire distribution' and its role in digital PR?

    Answer: Distributing press releases through paid wire services to reach media and search engines broadly

    Newswire services like PR Newswire or Business Wire distribute press releases to thousands of media outlets, websites, and databases, increasing content discoverability and SEO.

  6. In digital PR, 'thought leadership content' is primarily designed to:

    Answer: Position organizational leaders as experts by sharing original insights and analysis

    Thought leadership content—articles, reports, speeches, podcasts—builds organizational credibility by demonstrating genuine expertise on topics relevant to target audiences.

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Sources & references

Exam facts on this page (fees, format, dates, passing scores) are checked against these official sources; the date is our last check. Editorial policy

  1. accreditation.prsa.org — Renewal, registration, retake fee, retake policy, score release, test dates, eligibility, fees, exam format · verified Oct 2026
  2. nspra.org — Test delivery · verified Oct 2026