Digital PR and Social Media Flashcards

What is 'digital PR' primarily focused on?

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.

What is 'social listening' in digital PR?

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.

A 'backlink' earned through digital PR is valuable because it:

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.

What does 'share of voice' measure in digital PR?

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.

Influencer relations in PR involves:

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.

Which FTC regulation is most relevant to PR professionals managing influencer campaigns in the US?

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.