Strategy of PR

A/B testing

• Experiment in which one group of participants is randomly assigned to see one version of a message and another group is randomly assigned to see a second version. Results are then compared to test the effectiveness of message variations.

• Paid advertising that is presented in the form of editorial content.

• Researching online data to identify meaningful patterns. In strategic communication, analytics describe, predict and improve how organizations communicate with publics, including tracking website traffic and resulting behavior

Advertorial

• Paid advertising that is presented in the form of editorial content.

• Act of taking responsibility for an issue or crisis and  seeking forgiveness or understanding

• Unintended consequence of an apology or other attempt to create positive response results instead in a negative response.

Analytics

• Researching online data to identify meaningful patterns. In strategic communication, analytics describe, predict and improve how organizations communicate with publics, including tracking website traffic and resulting behavior

• Experiment in which one group of participants  is randomly assigned to see one version of a message and  another group is randomly assigned to see a second version. Results are then compared to test the effectiveness  of message variations.

•  Attempting to offset reputational damage to an organization during a crisis by emphasizing the good work that the organization has done in the past.

Apology 

• Percentage of users who view an ad on the web and click on it to reach an advertiser’s site

• In online strategy, the percentage of visitors  who visit a site but then leave the site instead of continuing toward other goals as defined by the strategis

• Act of taking responsibility for an issue or crisis and  seeking forgiveness or understanding

Bolstering

• Act of taking responsibility for an issue or crisis and  seeking forgiveness or understanding

•  Attempting to offset reputational damage to an organization during a crisis by emphasizing the good work that the organization has done in the past.

• In online strategy, the percentage of visitors  who visit a site but then leave the site instead of continuing toward other goals as defined by the strategis

Boomerang effect 

• Percentage of users who view an ad on the web and click on it to reach an advertiser’s site

• Unintended consequence of an apology or other attempt to create positive response results instead in a negative response.

• Crisis response strategy of offering products, services or money to help make amends with publics

Bounce rate

• In online strategy, the percentage of visitors  who visit a site but then leave the site instead of continuing toward other goals as defined by the strategis

• Research conducted at the beginning of the planning process, or during the implementation of a plan.

• Research designed with clear rules and procedures for collection and analysis of information

Click-through rate

• Percentage of users who view an ad on the web and click on it to reach an advertiser’s site

• Businesses that monitor print and electronic media for mentions of clients in local, national or international outlets

• A systematic method for analyzing recorded information such as audio, video or text.

Clipping services

• Businesses that monitor print and electronic media for mentions of clients in local, national or international outlets

• Unintended consequence of an apology or other attempt to create positive response results instead in a negative response.

• Channels of communication that allow  public relations practitioners to write, edit, produce and distribute messages as they see fit

Compensation: Tiền đền bù

• Crisis response strategy of offering products, services or money to help make amends with publics

• Channels of communication that allow  public relations practitioners to write, edit, produce and distribute messages as they see fit

• Businesses that monitor print and electronic media for mentions of clients in local, national or international outlets