Chapter 19

Why are public relations strategies increasingly taking on a global focus?

Business interactions with the public via media channels frequently transcend national boundaries.

Strong brand management often fosters what kind of customer response?

Emotional

Firms with strong positive reputations typically enjoy which benefits? (Check all that apply.)

They can charge premium prices. They have higher credit ratings.

Business techniques that increase the perceived value of a product over time are called ______.

brand management

The general public can often influence business through which means? (Check all that apply.)

consumer advocacy groups employee labor unions government agencies

The way in which organizational members believe others see the organization is called ______.

corporate image

Doing the right things during a corporate crisis includes which actions? (Check all that apply.)

Accept full responsibility for the problem. Avoid making excuses for the problem. Display sympathy for those affected.

User-generated content is a digital source of information provided by which type of social media users?

Anyone with access to a computer

The most iconic brands foster intellectual attachments that expand the firm's market power.

False

The variety of communications channels for public relations departments has decreased due to combined technology options.

False

Some firms decentralize their global public relations programs for which reasons? (Check all that apply.)

To better understand localized customs To ensure awareness of emerging local issues

Image advertisements are used by businesses for which purposes? (Check all that apply.)

To enhance their public image To create goodwill

An example of direct communications is through a company website.

True

True or false: A company's public relations strategy that relies on social media influencers can identify topics of influence that speak to the company's target stakeholders.

True

True or false: The media is understood as the collective means of communicating to an audience.

True

When brand management fails, the firm might encounter which negative impacts? (Check all that apply.)

Unflattering corporate nicknames An undesirable reputation

The desirable or undesirable qualities of an organization or its actors that influence stakeholders' opinions are called ______.

corporate reputation

The process by which an organization addresses a major threat is called ______.

crisis management

The media control technique that can be used to grab a reporter's attention and influence their next question is called ______.

hooking

According to the Institute for Crisis Management, which of the following are causes of a corporate crisis? (Check all that apply.)

"Acts of God" Management decisions Human error issues

Firms with strong positive reputations are generally more successful for what reasons? (Check all that apply.)

- They receive more opportunities to advance their interests. - They are given the benefit of the doubt under uncertainty.

Place the five steps for an effective crisis management plan in sequential order, starting with the earliest step.

1. get ready 2. communicate 3. use internet 4. do the right thing 5. follow up

Define the term social media influencer.

A social media user who has established credibility in a specific industry

Strong brand management often delivers which advantages to a company? (Check all that apply.)

Customer trust and loyalty Positive name recognition Solid market power

What steps must an organization take to create and convey a corporate identity? (Check all that apply.)

Develop their own superior products Publicize a compelling company story

The corporate reputation is determined by the collective perceptions of the firm's ______. (Check all that apply.)

Future prospects Past actions Business results

A company website that is only activated for crisis management purposes is called a ______ site.

dark

Ads that specifically target the public's emotions and seek to influence consumers' imaginations are called ______.

image advertisements

When firms pay to have online or print publishers create and distribute their content, this is called ______.

paid content

More recent PSA campaigns by the Ad Council have included ______.

seeking volunteers for the Meals on Wheels program advocating for sexual harassment awareness in the workplace promoting lung cancer screening

Companies most often engage with their employees using which tactics? (Check all that apply.)

Event sponsorship Executive visibility

According to Exhibit 19.C, which crisis management checkpoints should be addressed during a crisis? (Check all that apply.)

Handle all records, information, materials, and evidence with care. Track and record all of the phases and activities related to the crisis.

How did United's CEO Munoz respond after each of the three disturbances, as described in the case United Airlines-Navigating a Social Media Storm?

Munoz communicated quickly and accurately by issuing an apology.

According to Exhibit 19.C, which crisis management checkpoints should be addressed prior to a crisis? (Check all that apply.)

Prepare an operational continuity plan for use during a crisis. Create, document, circulate, know, and be prepared to follow policies and procedures. Identify teams, leaders and practice using mock drills.

Public relations departments in 2020 would most likely use which non-traditional media channels? (Check all that apply.)

Social media Podcast

What is the primary reason that the general public is an important stakeholder of business?

The general public gives opinions of business which influences their reputation.

The public relations department carries out which major activities? (Check all that apply.)

communications publicity advertising

The "My Blood is Red and Black" campaign by the Hemoba Foundation in Brazil used which media outlet/s to engage the public? (Check all that apply.)

television social media

The longest running public service announcement to address social issues in America uses which slogan?

"Only You Can Prevent Forest Fires"

The media control technique called bridging is exemplified by which phrase?

"While that is true, what is important to know is..."

Identify the situations in which a firm would likely leverage the media to communicate to the public? (Check all that apply.)

To establish its reputation To repair a tarnished image To engage with multiple stakeholders

What is the primary purpose of a corporate public relations department?

To manage the firm's relationship with the public

A firm must constantly reestablish its brands in order to maintain their reputation.

True

A dark site used during crisis management often includes which critical information? (Check all that apply.)

Product news or recalls Contact information Crisis details