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Questions and Answers
Explain the concept of 'Pre-Crisis Doctor' in PR as emphasized by a practitioner in 2008.
The concept of 'pre crisis doctor' in PR emphasizes the proactive approach of preventing and managing potential crises before they escalate, rather than simply managing the public perception of a crisis after it has occurred.
How has social media impacted the responsibilities of PR professionals?
Social media has expanded the responsibilities of PR professionals to include preventing negative situations from escalating, monitoring and correcting misinformation, and utilizing visual elements to attract media attention.
What are the primary uses of social media by marketing teams, as mentioned in the text?
Marketing teams primarily use social media for community management, direct consumer response, and surfacing feedback to differentiate brands.
Explain the concept of social listening and its role in informing social media strategy for companies.
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How has the evolution of PR and marketing strategies been influenced by technological advancements such as augmented reality and chatbots?
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Study Notes
Evolution of PR Practices and Tools
- In 2008, a PR practitioner forecasted the changing duties in PR and emphasized the need to be a "pre crisis doctor" rather than a "spin doctor."
- A PR professional's responsibilities include preventing negative situations from escalating and getting out of hand.
- Social media is primarily used by marketing teams for community management, direct consumer response, and surfacing feedback to differentiate brands.
- Social listening involves extracting key insights from social conversations to inform a company or brand's overall social media strategy.
- Social listening is used to monitor and correct misinformation, such as during natural disasters like wildfires.
- Social media's impact on business has led to the demand for more visual elements, especially video-based content.
- Video has become the dominant form of content on social networking sites, with live streaming and ephemeral content gaining popularity.
- Augmented reality, chatbots, and 360-degree videos have also made an impact in PR and marketing strategies.
- More news sources are using multimedia to tell stories, and visual elements are crucial for PR representatives to attract media attention.
- Mobile devices have shifted content consumption, with live streaming events becoming the norm on platforms such as Facebook Live and Twitch.
- Messaging apps and chatbots have surpassed social networks in usage, with chatbots being used for automated engagement and customer service.
- Online PR focuses on good communication, listening, relationships, and providing relevant and high-quality content to the right audience at the right time, emphasizing transparency and honesty.
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Description
Explore the evolution of PR practices and tools in the digital age with this quiz. From the shift to social media and visual content to the rise of chatbots and online PR strategies, test your knowledge on the changing landscape of public relations.
