Deck 11: Corporate Communication and Reputation Management

Question 1

The practice of corporate branding is an outgrowth of ______ as a key function of corporate communicators.

A)two-way communication
B)reputation management
C)public disclosure
D)social responsibility

Answer 1

B

Question 2

How is the schedule for company's financial communications,such as the Quarterly and Annual Reports,determined?

A)Chief Executive Officer decides on the date.
B)Investor relations professionals pick the date.
C)Chief Communications Officer chooses the date.
D)Laws determine the schedule.

Answer 2

D

Question 3

______ is a strategy of finding opportunities for executives to give speeches,get involved in research,or lead events so a company will be thought of as an expert within the industry.

A)Thought leadership
B)Investor relationship
C)Corporate branding
D)Two-way symmetry model

Answer 3

A

Question 4

Which of the following is an advantage of using social media for public relations?

A)can provide effective one-way communication with consumers
B)can rely on positive reviews by citizen journalists
C)can ensure the corporate message only gets to a targeted audience
D)can speak directly to a targeted audience without alterations by a media gatekeeper

Question 5

Which institutions are examined in the Edelman Trust Barometer?

A)NGOs,media,government,and business
B)education,hospitals,and government
C)military,education,religious organizations,and banks
D)media,military,and the federal government

Question 6

What do most observers believe about companies speaking out about "hot button" social issues?

A)Companies should take a stand on social issues and not worry about any backlash that comes from customers who disagree.
B)Companies should be quiet or be prepared for the backlash that comes with trying to engage customers in an issue.
C)Companies should present both sides of "hot button" social issues to meet the needs of all customers.
D)Companies benefit from the publicity of speaking out on social issues,even when most customers disagree with the corporate stance on the issue.

Question 7

The attributes of a company that come to mind when you hear the name represents a ______.

A)company name
B)social responsibility
C)corporate brand
D)popular product

Question 8

John reports directly to the CEO of his company and is responsible for public relations and public affairs for the company stakeholders.Which of the following is most likely his title?

A)Chief Business Officer
B)Chief Financial Officer
C)Chief Marketing Officer
D)Chief Communications Officer

Question 9

Frank,a public relations practitioner,uses social media to not only relay messages to the company's key publics but also identify issues that require attention of strategic managers.What is Frank modeling with this interactive communication?

A)excellence theory
B)symbolic-interpretive model
C)corporate branding
D)disclosure model

Question 10

AFLAC,a health insurance company,demonstrated a good example of how to implement a corporate campaign with a strong ______ component during the implementation of the Affordable Care Act in 2010.

A)investor relations
B)social responsibility
C)media relations
D)employee volunteer

Question 11

Which of the following reasons best describes why the Starbucks "Race Together" campaign was not well received?

A)Customers did not like having the phrase "Race Together" written on their coffee cups.
B)The discussions about racial relations between customers and employees created service delays.
C)The public thought race was inappropriate for a company to address with customers in a retail setting.
D)Many Starbucks customers did not believe racial tensions were a significant problem.

Question 12

Which of the following statements best describes results from the 2016 Edelman Trust Barometer study?

A)There is a decrease in the expectation for more effective corporate social responsibility.
B)The gap in the trust between the four institutions and the public is beginning to narrow.
C)The disenfranchisement between people and the four institutions is impacting markets and elections worldwide.
D)The trust between the general population and the media has declined broadly.

Question 13

According to James Grunig,what type of communication is most beneficial for effective communications?

A)two-way symmetrical
B)one-way symmetrical
C)symbolic-interpretive
D)two-way asymmetrical

Question 14

Which of the following did Gary Sheffer,retired VP of Corporate Communications at General Electric,state was critical if communicators wanted to help companies drive change?

A)expansion
B)volunteering
C)profits
D)trust

Question 15

What did Starbucks state as the reason they quit writing "Race Together" on the cups after one week?

A)The CEO decided that a retail setting was not the place to engage in social issues.
B)The feedback from social media was simply too critical and sales were declining.
C)The initiative lasted for its intended run date and was simply a jumping off point in the conversation.
D)The CEO and Vice President of Corporate Communications felt threatened so the initiative was stopped.

Question 16

What should be the goal of a PR communicator when working with the media?

A)to prepare a carefully written article that is given to the media reporter to use
B)to produce an accurate,balanced story that represents the company's point of view
C)to ensure that any news coverage is always positive or flattering
D)To avoid giving corporate information to media that writes negative or unflattering stories

Question 17

Which of the following is a key national publication that tracks business performance?

A)Lucky
B)Via
C)L'Officiel
D)Bloomberg

Question 18

Caroline recently read a report that showed an increase in the sense of disenfranchisement between the public and businesses,which is impacting markets and elections worldwide.Which report did Caroline likely read?

A)annual report
B)Edelman Trust Barometer
C)shareholder letter
D)report on sustainable and responsible investing trends

Question 19

NASDAQ and NYSE are examples of ______.

A)investor relations advisors
B)national financial publications
C)stock exchanges
D)corporate branding

Question 20

Who is typically responsible for corporate brand management?

A)Chief Business Officer
B)Chief Financial Officer
C)Chief Marketing Officer
D)Chief Communications Officer

Question 21

A business approach that delivers environmental and social benefits to improve society is ______.

A)public disclosure
B)corporate social responsibility
C)employee volunteer program
D)thought leadership

Question 22

In addition to requiring companies to meet or exceed ESG criteria,Socially Responsible Investors also only invest in companies that have ______.

A)long-term competitive financial returns
B)over 100 employees
C)no negative consumer complaints
D)more than 10 years experience

Question 23

According to a recent study,what is the failure rate of many corporate mergers to deliver on results promised,such as cost savings and improvements?

A)less than 10%
B)approximately 30%
C)more than 50%
D)more than 75%

Question 24

Which of the following best describes a lesson corporate communicators follow today to effectively communicate with LGBT audiences?

A)There is rich diversity within the LGBT community.
B)Baby boomers are the most likely generation ever to advocate for LGBT friends.
C)Reaching out to LGBT audiences will cause businesses to lose mainstream customers.
D)Companies do not need to have a diverse workforce as long as they have positive outreach to LGBT audiences.

Question 25

Which of the following best describes a benefit of strong internal corporate communications?

A)opportunity to create a unified corporate image
B)ensure employees understand the business rules and regulations
C)provide current details on recent employee mistakes
D)give clients an opportunity to meet employees

Question 26

Sherry is on the legal staff at Top Athletic Shoes,Inc.and is preparing information about the company's basic financial results,its current position in the market,and some of its future initiatives.What is Sherry creating?

A)quarterly report
B)social responsibility report
C)thought leadership document
D)shareholder letter

Question 27

Which generation of employees is most likely to expect their employer to provide ways for them to find purpose at work?

A)Baby Boomers
B)Gen X
C)Gen Z
D)Millennials

Question 28

Which of the following best describes the Starbucks corporate brand?

A)innovation
B)social responsibility
C)technology
D)education

Question 29

What is the name of the agency that protects investors by maintaining fair practices for all investors,such as requiring that everyone,regardless of their relationship to the company,gets the same financial information at the same time?

A)Securities and Exchange Commission
B)Edelman Communications
C)Federal Trade Commission
D)Federal Communication Commission

Question 30

Socially Responsible Investors only consider investing in companies with a demonstrated track record of meeting or exceeding ESG criteria.What does ESG stand for?

A)education,service,and giving
B)excellence,standards,and growth
C)environmental,social,and governance
D)efficiency,sacrifice,and growth

Question 31

The key to success in developing an excellent corporate social responsibility activity is ______.

A)having a clear business and strategic connection to the activity
B)choosing an activity that supports a social issue that is not controversial
C)choosing a volunteer activity for employees that helps improves society
D)ensuring the activity does not reduce company profits

Question 32

According to the text,many employees expect their employer to provide ways for them to ______ at work.

A)make more friends
B)relax more
C)find purpose
D)have fun

Question 33

What is one of the principal differences between corporate communications and working in other settings?

A)telling the company's story to the financial community
B)developing global communications in addition to local outreach
C)incorporating organizational branding in addition to product branding
D)using the two-way symmetrical model for communications

Question 34

What are two reasons organizational branding is more critical than ever before?

A)increase in consumers work hours and increase on consumer debt
B)increased interest in health and fitness and increased access to media
C)increase in consumer spending and increase in social media use
D)increase in global competition and pervasiveness of online commerce

Question 35

Most often,the task of building and maintaining the corporate brand is the responsibility of the ______.

A)Chief Marketing Officer
B)investor relations professional
C)corporate communications team
D)Chief Executive Officer

Question 36

The employees at Roger's Pet Store are given 4 hours of paid time off each week to volunteer in an animal shelter.This is an example of best practices in ______.

A)Employee Volunteer Programs
B)Points of Light
C)Earned Value Professionals
D)corporate branding

Question 37

Which of the following represents a best practice in Employee Volunteer Programs noted by the Points of Light Foundation?

A)having two-way communication with business stakeholders
B)providing authentic communication to the company's publics
C)providing bonuses to employees that surpass sales goals
D)contributions of materials and staff to volunteer activities

Question 38

______ are in-depth documents providing accurate and timely information regarding a company and its financial health.

A)Corporate responsibility reports
B)Quarterly and annual reports
C)Edelman Trust Barometer results
D)Executive remuneration reports

Question 39

When comparing financial communications with corporate communications,______.

A)the rules are same because the desired outcome is the same
B)the rules are same but the desired outcome is different
C)the rules and the desired outcome are different
D)the rules may be different but the desired outcome is the same

Question 40

A planned,managed effort that seeks to motivate employees to effectively volunteer under the leadership of the employer is ______.

A)Earned Value Professionals
B)Points of Light
C)Corporate Service Engagements
D)Employee Volunteer Programs

Question 41

Ginny is an investor and she is interested in learning more about the financial standing of Great Shoes,Inc.Who would she likely meet with to learn more about the company's business conditions and corporate strategy?

A)investor relations professional
B)public relations professional
C)Chief Executive Officer
D)Chief Marketing Officer

Question 42

According to Rivel Research Group,investor relations professionals are charged with marketing a company's ______.

A)common stock
B)products
C)services
D)social benefits

Question 43

Research shows that the difference in value of effective and ineffective investor relations and financial communications is ______ in a typical company stock price.

A)10%
B)30%
C)50%
D)75%

Question 44

Research shows that a business profile as a socially responsible company pays dividends in customer retention but not in product sales.

Question 45

Employees represent a major asset in a company's social responsibility programs.

Question 46

How does the concept of disclosure apply to media relations?

A)A business can sequence the release of news.
B)Online media outlets have faster access to information.
C)Everyone must get the same information simultaneously.
D)A business can choose which media outlet to give information.

Question 47

Marketing and communications have two fundamentally different purposes.

Question 48

Managing media relations and defending your company's reputation is easier with social media,because communications professionals have more control over the public message.

Question 49

Quarterly and annual report details should be released in stages to soften the blow of a corporate crisis or issue.

Question 50

Large companies have very different communications goals than small companies.

Question 51

What would be the best idea for Shelly to consider if she needs more financial resources to implement her business strategy and grow her private company?

A)Find a business partner with similar strengths and goals.
B)Work extra hours to increase sales growth.
C)Change her business strategy to reduce her need for resources.
D)Become a publicly traded company.

Question 52

The Edelman Trust Barometer show an increase in the expectation that the business community will drive change and improvement in the quality of life for citizens.

Question 53

In most companies,the practitioners responsible for the two-way communication with the financial community are known as ______.

A)investment advisors
B)investor relations professionals
C)Chief Marketing Officers
D)Chief Communications Officers

Question 54

Socially Responsible Investors require any companies they support to have long-term competitive financial returns in addition to a positive societal impact.

Question 55

Which of the following is an advantage for a company going public?

A)increased awareness of the company and its products
B)decrease in financial report requirements
C)fewer legal restrictions for financial decisions
D)fund company expansion without giving up control

Question 56

Fred owns a private company and he needs a steady funding source to finance its growth and expansion.He has decided to issue shares and sell them to the public with a(n)______.

A)quarterly report
B)disclosure of information
C)initial public offering
D)shareholder letter

Question 57

Best Shoes,Inc.stocks are trading at $10 per share.Currently,the company has a very ineffective investor relations and financial communications strategy.What would be the expected trading price if Best Shoes,Inc.develops and implements an effective investor relations and financial communications strategy?

A)$3
B)$7
C)$13
D)$15

Question 58

Same-sex couples and households tend to be more racially diverse than traditional,opposite-sex couples.

Question 59

The recent developments in digital media have changed the fundamental relationship between the PR practitioner and the journalist.

Question 60

What is the name of the class of investors who recognize companies that are good corporate citizens?

A)Points of Light
B)Socially Responsible Investors
C)investor relations professionals
D)Arthur Page Society

Question 61

Which organization recognizes companies who excel at Employee Volunteer Programs?

Question 62

Discuss the opportunities and challenges that social media brings to corporate media relations.

Question 63

Discuss the importance of internal or employee communications as part of corporate communications.How do energized and informed employees enhance the success of a company?

Question 64

Describe a community relations initiative taken on by a corporation that was controversial.What was the impact to the company and how did the corporate communications manage any damage? If you were managing the PR communications,how would you have handled the outcome?

Question 65

List five actions that a strong and effective corporate communications team must be able to carry out in today's global economy.

Question 66

Grunig's two-way symmetrical model of public relations which creates mutually beneficial relationships between an organization and its key publics is named ______.

Question 67

Discuss the roles and responsibilities of Investor Relations professionals and how they add value to a corporation.

Question 68

Who are the people in a company who are responsible for the ongoing interactions with the financial community?

Question 69

What title is given to a communicator whose communications function is a separate discipline in the company and reports directly to the Chief Executive Officer or president of the company?

Question 70

______ is when a company sells stock for the first time to the public.