Coordinate earned and paid so you can harvest demand quickly without risking tone. Use real‑time signals and clear ownership to react within hours across channels.
When a positive news mention drives an immediate search spike, which paid channel should be prioritised within hours to capture demand?
Retargeting only
Out‑of‑home billboards
Long‑form content syndication
Branded and category search with near‑100% impression share
Which signal most reliably confirms a PR‑driven demand spike in near real time?
Higher average order value
More homepage time on site
A lower bounce rate
A sharp rise in branded queries in search trends
What is the safest first step when a reputational risk story breaks and paid campaigns are still running?
Pause sensitive creative and apply brand‑safety exclusions while a response is prepared
Increase frequency caps to drown out the story
Shift all budget to brand awareness videos
Add humour to lighten the tone
For a short‑lived reputation spike, which bidding outcome is most important on your brand search terms?
Only exact‑match keywords
Top‑of‑page coverage using a target impression share approach
Exclude mobile traffic entirely
Lowest possible CPC regardless of rank
Which asset is usually most effective to boost with paid during a positive PR wave?
A legal disclaimer page
A careers page
A generic corporate brochure PDF
The earned article or video itself with clear CTAs
Which team ritual best enables hour‑by‑hour coordination across PR, social, and media buying during a spike?
Monthly post‑mortems only
A shared real‑time channel and decision log with who‑does‑what‑by‑when
Unstructured chat threads with no owners
Weekly status emails
How should creative tone change if a negative spike is trending?
Hide all ads for a month by default
Shift to factual, empathetic messaging and suppress playful lines
Double down on edgy humour
Promote unrelated limited‑time offers
What tracking step helps distinguish organic PR impact from paid amplification in GA4?
Relying only on last click
Consistent UTM tagging for earned links and separate tags for paid boosts
Using the same UTM for every channel
Turning off all tagging during spikes
Which audiences are typically most responsive during a positive PR peak?
Lookalikes excluded from all recent visitors
Competitors’ employees
Cold broad reach only
High‑intent segments like site visitors and cart abandoners
After the spike fades, which analysis best quantifies the full impact?
Anecdotal stakeholder feedback
Comparing daily CPCs only
Counting likes on the PR post
A time‑series lift read that isolates the spike window versus baseline
Starter
Good start—focus on owning branded search and aligning tone quickly during spikes.
Solid
You can react fast. Next, perfect your coordination rituals and lift reads.
Expert!
Outstanding. You’re ready to run hour‑by‑hour war rooms and quantify full impact.
