MC 2035 Exam 3-- David Stamps
Results
Are we getting what we want...are we getting more than what we initially wanted?
Use of metrics and analytics
Think "likes" on social media or bounce rates for a website
True or False: Every organization should ensure, via appropriate policies and training, that only authorized spokespersons engage during crisis/situations.
True
True or False: If an affluent school has more money, those schools can purchase computers and tablets, and hire more faculty and staff to teach classes on technology use.
True
True or False: If you have access to the Internet, social media, etc. and can navigate apps and websites, you may possess a knowledge that offers more opportunities in comparison to someone that does not have access.
True
True or False: In Louisiana, 262,000 people do not have access to any wired providers at their place of residence.
True
True or False: In Louisiana, 404,000 people are left without access to wired broadband with speeds of 25 Mbps or faster
True
True or False: In Louisiana, 439,000 people only have one Internet provider operating at their location.
True
True or False: It is essential, pre-crisis, to establish notification systems that allow an organization to rapidly reach stakeholders and publics using multiple modalities.
True
True or False: Knowing your internal and external stakeholders that matter to your client or organization is important. Employees should be included as an audience because every employee is a PR representative and crisis manager for the organization whether you want them to be or not.
True
True or False: Many places in the United States are digital deserts.
True
True or False: Measuring event attendance is a major way to measure a brand or company's success.
True
True or False: Online platforms such as Facebook have favored white males and those belonging to elite groups in society over marginalized groups, such as women and people of color.
True
True or False: Some crises are out of our control.
True
True or False: The digital divide also recognizes the uneven distribution in access to and use of information and communication technologies between any number of distinct groups and based on social, geographical, and geopolitical criteria.
True
True or False: The digital divide does not necessarily mean that someone solely lacks access to technology; it could mean that there is a difference in technology tools, knowledge, etc.
True
True or False: When in doubt, talk to stakeholders; they are the people who already support you. Respect and listen to them.
True
True or False: When uncontrollable issues occur, frame your message with social responsibility as a key focus.
True
True or False: Worldview and egocentricity matters!!
True!!!
"Our thoughts are with those who were in harm's way, and we hope that they are well." This is an example of what?
a generalizable holding statement
Crisis Communication
a subspecialty of the mass communication profession; the concept is designed to protect and defend an individual, company, or organization facing a public challenge to its reputation
Liberation
all the barriers are moved
Crisis Communication Plan
an organized plan that identifies key persons (internal and external) and immediate messaging to address potential issues and situations related to a client/organization
Hard copy social scientific measurements are extremely important too. What are these usually called?
benchmark studies
What all falls under the return on investments?
budget, results, and use of metrics and analytics
Creating and Managing Content consists of...
content calendars Ex: McDonalds posted a tweet before they planned to and Wendy's jumped on it making it a joke in response on Twitter
Online platforms have been observed to tolerate hateful content towards people of color, disabled individuals, the elderly, migrants, and LGBTQ persons to preserve the status quo and elite. Yet, restrictive content from elite and high-status groups are classified content labeled _____________ ______.
controversial humor
Geopolitical Criteria
countries banning websites and social media
If we aim to increase ________ ______, there might be full participation in our digital society. Submitting resumes, utilizing transportation, telehealth, travel, etc. can become commonplace.
digital access
If we aim to decrease the _______ ______, diverse populations may be positioned to take part in learning and engagement with digital processes.
digital divide
The growing ________ _______ has not been evenly distributed and the need to ensure access is vital to end the divide.
digital economy
One way to increase the knowledge gap is increasing _______ __________.
digital literacies
If we aim to expand _______ _________, individuals may have increased abilities to find, evaluate, and compose information using digital media on various digital platforms and remain safe and informed.
digital literacy
Digital Deserts
due to a lack of resources and infrastructure, the use of digital technology is limited to many individuals
Some crises are created by clients and companies due to multiple factors that consist of...
ignorance, lack of inclusion, and privilege
Commenting on Social Media
increases footprint but also has the opportunity to become newsworthy
Digital Natives
individuals comfortable with new media, social media, and digital applications, use emails, smartphone applications, and social networking sites, all of which is made possible by the higher quality of digital access
Part of the digital economy is a question of _______________ and ensuring that __________ disparities, for example, are not exacerbated by unequal access to fast and reliable internet access. COVID shows how even public wifi and remote schooling highlights issues... we are isolated, public access isn't accessible during lockdown!
infrastructure, regional
Digital Access
is the ability to fully participate in digital society. This includes access to tools and technologies, such as the Internet and computers, that allow for full participation
Digital Divide
is the gap between individuals able to benefit from digital materials and those who are not positioned to take part in these processes
Economic Status
is the resources to have the tools and learning how to use those tools
What is the #1 goal when it comes to crisis-specific messages for any given situation?
keep it simple
Equity...
looks like circumstances to make sure the individual succeeds-- it's not just giving everyone the same thing to be equal-- it is tailored to people's needs
Confidentiality and Privacy
matter online!! Ex: Chevy putting out legal information in their advertisement that should not have been on social media
Social Status
means you have the networks or the status to engage
What part of a Crisis Communication Plan consists of finding out what is trending and the conversations and issues being discussed over the topic?
monitoring
What 3 things should you consider when it comes to developing a holding statement?
natural disasters, person oriented distastes, and politically and movement driven strategies
A brand's success can be measured ___________ or _____________.
numerical ($), conversational
Evaluation is...
offering different ways to judging the success of a brand or campaign
Online Identity
online activity and the brand's digital footprint matter
Geographical Criteria
physical location, weather, and climate
What part of a Crisis Communication Plan consists of finding out what the potential threats, competition, and societal issues are?
planning
What other barriers are there?
public policies
Schools in more impoverished areas receiving fewer funds by sheer correlation of monies being brought in based on property values is an example of what?
public policy barrier
Collective Action / Protest
refers to action taken by a group of people whose goal is to enhance their condition and achieve a common objective
Digital Literacy
refers to an individual's ability to find, evaluate, and compose clear information through distinct digital media on various digital platforms
A ___________ ___________ of the Digital Divide are the ______ of the user and the _______ of access. This divide can be assessed in terms of an individual's age, educational qualifications, and economic status, which in turn are influenced by their geographical location and governmental policies.
reimagined definition, skills, quality
What part of a Crisis Communication Plan consists of knowing what to say, how to say it, who needs to hear the response and who needs to say it?
responding
Different ways to evaluate success besides through numbers are...
- attitude change - change in overt behavior - assess public awareness - monitor social media - media mentions (clippings)
How to measure event attendance:
- count the number of people who attend - measure audience through surveys and observations - if raising funds, what is the financial impact? - create #hashtag and monitor engagement--think weddings
Other macro ways to evaluate success is through...
- media impressions / mentions - compile and count coverage or the avg # of listeners or viewers - attendance - service offered = what was redeemed? was there a sale?
What do benchmark studies consist of?
- sample opinions before and after - survey data that evaluates feelings on a Likert scale - measures reputation - measures motivations of the public = purchases, interests or goodwill - measures awareness of client, product, or organization
The skills required for the use of the Internet can be defined in terms of...
- the number of websites accessed - time spent online - proficiency in using the Internet - the variety of ways in which the Internet is used
Steps in Addressing Crisis Communication:
1. Anticipate crisis 2. Identify your crisis communications team 3. Identify and train spokespersons 4. Spokesperson training 5. Establish notification methods 6. Identify and know your stakeholders 7. Develop holding statements 8. Assess the crisis situation 9. Finalize and adapt key messages 10. Post crisis analysis
Steps to a Crisis Communication Plan:
1. Plan 2. Monitor 3. Respond
Why we measure success of any branding or promoting efforts:
1. To investigate if and how efforts are or are not meaningful 2. To survey messages exposure and evaluate engagement and outcomes 3. To report different methods of measuring audience awareness 4. To consider benchmarks and to change audience attitude as a result of implementation 5. To express the ability to gauge reaction of the public 6. To report at the conclusion of the campaign the achieved success for the client/organization
Underrepresented members of society usually most impact by the digital divide includes individuals who:
1. lake monetary wealth 2. those in rural communities 3. adults over the age of 60 4. individuals who belong to mental and physical disabled communities
The number of households with Internet access was ___ in the developing countries versus ___ in developed countries. Showing a digital divide between high income countries and low income countries. The former provides high _____, high _________, and the quality of _______ whereas the latter lacks these attributes.
16%, 66%, speed, bandwidth, access
According to the Pew Research Center, __% of households with a person who has a disability have home Internet access compared to __% of households that have home Internet access and do not have a person who has a disability.
54, 81
According to the World Literacy Foundation report, how many people in the world cannot read?
796 million
Countries with the highest amount of access
Canada, Australia and South Korea (94%)
The _______ ______ is now one of America's leading economic and civil rights issues
Digital Divide
Media Policy
Does it add value? Does it meet all laws and regulations? Does it speak authentically and transparently to the target market? Is it positive and respectful?
Countries with the lowest amount of access
Ethiopia (8%), Uganda (11%), and Pakistan (15%)
True or False: Online abuse towards individuals with disabilities is a factor that can ENCOURAGE people from engaging online which could prevent people from learning information that could improve their lives.
False; discourage
True or False: Fake your community or anything to get by.
False; do not fake anything
True or False: Decreasing hot spots, or spaces where the Internet is open, free, and accessible would reduce the divide.
False; increase
True or False: Individuals should NOT be prepared to focus on messaging for different channels of communication.
False; they should be prepared
What is the most worst-connected city in Louisiana?
Hamburg
What are the worst-connected cities in Louisiana?
Hamburg, Acme, Belmont, and Lisbon
Specific barriers include structural obstacles such as limited _______ ______ and _________ capabilities.
Internet access, bandwidth
What is the best well-connected city out of all Louisiana?
Metairie
What are the most well-connected cities in Louisiana?
Metairie, BR, Lake Charles, and Shreveport
What does ROI stand for in terms of Concepts of Measurement?
Return on Investment
Making our textbook free is ______ for our class
equality
Individuals living in spaces with access to modern technology, high-speed connections to the Internet, solid data plans, and availability of more advanced and sophisticated digital devices also benefit from increased ________ ________, ___________, and _________.
financial resources, knowledge, and literacy
But the demographic that remains excluded from innovation design research resulting in a knowledge gap is not just in terms of urban-rural, rich-poor, black-white, developed-undeveloped countries, but also ____________ ________.
foundational literacy
external persons
general population, consumers, BR community, parents of potential students
One example of inequitable digital materials includes ____-______, hate speech rules and hate speech algorithms.
hate speech
Social Criteria
health, safety, and human rights
People with better access and technological expertise are therefore able to exploit the full potential of information and communication technologies-- reap more benefits resulting in a ______ ______ ___ ________ ______.
higher social and economic status
Digital Inclusion
highlights how across the world, 600 million people do not have access to the Internet and even with access, a lack of literacy demonstrates that 3.3 billion do not use the Internet to its fullest capacity
Full message development typically happens after an actual crisis, however _______ __________ are designed for use ___________ after a crisis breaks and can be developed in advance.
holding statements; immediately
Groups with immediate and influential access to digital means also benefit from creating ______ _________.
social networks
internal persons
students, faculty, athletes
Knowledge Gap
the infusion of mass media information, including digital media, where segments of the population with higher social status and access tend to acquire information at faster rates than those lacking capital and as information increases, knowledge between these segments tends to increase rather than decrease
All organizational spokespersons during a crisis must have:
the right skills, position, and training
How can we evaluate our effort?
through content creation...is it being talked about and how can we measure that? audience awareness, attitudes, and actions message exposure
Budget
what we are spending and how we are spending it
The reasoning for these discrepancies is that most software engineers and programmers are cis-, _____ men, and they communicate their learning software in a way that would match the reception of _________.
white, themselves
