MGMT 325 - Ch 19 Quiz

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.

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.

(T/F) How the general public perceives a business firm can have a major effect on its performance.

True

(T/F) The most important part of building a firm's reputation is winning trust from its key stakeholders.

True

(T/F) The public relations function is a boundary-spanning role that primarily involves the flow of information to and from the organization.

True

(T/F) The public scrutiny following a corporate crisis can have a political, legal, financial, and governmental impact on its business.

True

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?

All of the following are correct: -Identifies how a company is distinctive from their rivals. -Instills an emotional attachment that creates brand loyalty. -Customers trust its exceptional value.

A rule of media communication is to:

All of these answers are correct: -Be honest. -Be current. -Be accessible.

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

Amazon.

(T/F) It is recommended that businesses use the same tactics to communicate with all stakeholders.

False

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.

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.

(T/F) The variety of communications channels for public relations departments has decreased due to combined technology options.

False

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.

(T/F) A firm must constantly reestablish its brands in order to maintain their reputation.

True

(T/F) An example of direct communications is through a company website.

True

(T/F) An organization's public relations programs may vary by country depending on the culture, social mores, or political systems.

True

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

Flagging.