Chapter 19

Global businesses that have extended their public relations strategies worldwide should:

Ensure that communications with local media take place in the area's native language.

Which of the following represents a type of corporate crisis?

-Acts of God. -Management indecision. -Mechanical problems.

Brand management often involves conveying what about a product or service?

Both the solutions provided and the expected experience.

Emphasizing key points and guiding the media reporter to them is called:

Flagging.

Purposefully planned messages sent to selected media promoting the company without payment to the media is called:

Publicity.

What happened to United Airlines' reputation after several in-flight incidents were reported, according to the discussion case United Airlines—Navigating a Social Media Storm?

The company's public rating dropped significantly.

A customer tweeting about a recent bad shopping experience is using which type of media communication?

User-generated content.

The media control technique called bridging is exemplified by which of these phrases?

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

Which of the following is (are) true regarding a recognizable brand?

-Identifies how a company is distinctive from their rivals. -Instills an emotional attachment that creates brand loyalty. -Customers trust its exceptional value.

A firm can affect the general public's opinion of its reputation through:

-Television advertisements. -Billboard messages. -Blogs written by CEOs.

Media training is especially important for which company roles?

Both board of directors and General Counsel.

A 2018 Harris poll indicated that some firms, such as Amazon, Tesla Motors, and Patagonia, have:

Earned a high reputation quotient.

According to the Institute for Crisis Management this industry is among the top crisis-prone industries because of sophisticated technology found in its products:

Pharmaceuticals.

Which of these channels represents a traditional media outlet?

Television.

The way organizational members believe others see the organization is called the corporate:

Image.

Organizations with strong positive reputations are generally more successful because they:

Often get the benefit of the doubt in uncertain circumstances.

A significant business disruption that stimulates extensive news media and social networking coverage is called a(n):

Corporate crisis.

During crisis management, doing the right thing should include:

Both accepting responsibility and expressing regret.

Through which stakeholder networks can the public demand a certain level of performance from a firm?

Both consumer advocacy groups and government agencies.

The purpose of the media relations department is to manage a firm's:

Both relationship with the public and public image.

Building a positive and ethical reputation requires a firm to:

Convey a compelling story about the firm and what it stands for.

A rule of media communication is to:

-Be honest. -Be current. -Be accessible.

What media technique is used to promote the general perception of a product or service, rather than promoting its functional attributes?

Image advertisements.

The general public is accurately described by which statement(s)?

This organizational stakeholder consists of individuals and groups found in society.

In 2018, what was the most valuable brand according to Brand Directory?

Amazon.