Ch 19 Social Responsibility

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

Publicity.

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

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

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

Amazon.

A rule of media communication is to:

Be honest. Be current. Be accessible

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

Both relationship with the public and public image.

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

Both the solutions provided and the expected experience.

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

Earned a high reputation quotient.

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 these situations is not a reason for a firm to communicate through the media?

Ignoring or downplaying an organizational crisis.

Organizations with strong positive reputations are generally more successful because they

Often get the benefit of the doubt in uncertain circumstances.

Media training is especially important for which company roles?

Both board of directors and General Counsel.

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

Both consumer advocacy groups and government agencies.

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.

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

Image advertisements.

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

Image.

The corporate reputation is accurately described by which statement(s)?

Refers to desirable qualities. Refers to undesirable qualities. Relies on the perceptions of past actions, results, and future prospects.

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

Television advertisements. Billboard messages. Blogs written by CEOs.

Which of these channels represents a traditional media outlet?

Television.

Building a positive and ethical reputation requires a firm to:

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

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

Corporate crisis.

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.

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

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

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

User-generated content.

The corporate reputation of distinction must be built:

Over time.

Scenario-based press releases, key discussion points, and procedures to activate the organization's website are all part of which step in an effective crisis management plan?

Get ready before the crisis hits.