Deck 19: The Public and Corporate Reputation

Question 1

An example of direct communications is through a company website.

Answer 1

True

Question 2

Which of these statements accurately describe(s)the corporate reputation?

A) Refers to desirable qualities.
B) Refers to undesirable qualities.
C) Relies on the perceptions of past actions, results and future prospects.
D) All of the above.

Answer 2

D

Question 3

The most iconic brands foster intellectual attachments that expand the firm's market power.

Answer 3

False

Question 4

How the general public perceives a business firm can have a major effect on its performance.

Question 5

The most important part of building a firm's reputation is winning trust from its key stakeholders.

Question 6

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

Question 7

An organization's public relations programs may vary by country depending on the culture,social mores,or political systems.

Question 8

It is recommended that businesses use the same tactics to communicate with all stakeholders.

Question 9

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

A) Television advertisements.
B) Billboard messages.
C) Blogs written by CEOs.
D) All of the above.

Question 10

Key employees must be identified in advance of a crisis so that they are ready to address the issue.

Question 11

The industries most prone to corporate crisis include the fast food industry and auto-makers.

Question 12

The public has the ability to demand a certain level of performance from a firm through which stakeholder networks?

A) Consumer advocacy groups.
B) Government agencies.
C) A firm's employees.
D) Both A and B, but not C.

Question 13

The public may react strongly against a firm,even when their intentions are good.

Question 14

The variety of communications channels for public relations departments has decreased due to combined technology options.

Question 15

Which of these statements is (are)true regarding the general public?

A) They deal with businesses through an economic exchange.
B) This organizational stakeholder consists of individuals and groups found in society.
C) They are unable to influence a firm's reputation.
D) All of the above.

Question 16

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

A) Repairing a damaged image.
B) Ignoring or downplaying an organizational crisis.
C) Managing its public relations.
D) Engaging with multiple stakeholders.

Question 17

A firm must constantly re-establish its brands in order to maintain their reputation.

Question 18

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

Question 19

Companies that have name recognition also have a good reputation.

Question 20

The way an organization presents itself to its stakeholders is known as the corporate reputation.

Question 21

The corporate reputation of distinction must be built:

A) Over time.
B) During the firm's startup period.
C) Only after a major product release.
D) Only after a corporate crisis.

Question 22

Which of these channels represents a traditional media outlet?

A) Blogs.
B) Cell phones.
C) Television.
D) Podcasts.

Question 23

Seeking to restore the firm's reputation takes place during this effective crisis management step:

A) Communicate quickly, but accurately.
B) Do the right thing.
C) Follow up and, where appropriate, make amends to those affected.
D) Create and document policies and procedures.

Question 24

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

A) Advertising.
B) Corporate sponsorship.
C) Publicity.
D) Internal communications.

Question 25

A good public relations program:

A) Manages the firm's public image and its relationship with the public.
B) Is separate from the company's public affairs program to avoid conflicts of interest.
C) Should be primarily reactive, responding to issues as they arise.
D) Is necessary only for highly vulnerable companies.

Question 26

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?

A) Get ready before the crisis hits.
B) Communicate quickly, but accurately.
C) Use the Internet.
D) Do the right thing.

Question 27

Which of the following represents a type of corporate crisis?

A) Acts of God.
B) Management indecision.
C) Mechanical problems.
D) All of the above.

Question 28

A Harris poll indicated that since 2008,the number of firms with a reputation of distinction have:

A) Stayed about the same.
B) Increased somewhat.
C) Increased dramatically.
D) Decreased.

Question 29

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

A) Airline.
B) Automobile.
C) Pharmaceuticals.
D) Telecommunications.

Question 30

Building a positive and ethical reputation requires a firm to:

A) Offer products that are somewhat better than their competitors.
B) Convey a compelling story about the firm and what it stands for.
C) Avoid attention from the news media.
D) Pay opinion leaders to write positive reviews.

Question 31

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

A) Identity.
B) Reputation.
C) Image.
D) Perception.

Question 32

During crisis management,doing the right thing should include:

A) Accepting responsibility.
B) Expressing regret.
C) Minimizing the seriousness of the problem.
D) Both A and B, but not C.

Question 33

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

A) Ensure that communications with local media take place in the area's native language.
B) Never decentralize their global public relations programs to ensure the company has "one voice."
C) Assume that there is no anti-American sentiment in the countries where they have operations.
D) Ignore local customs and emerging issues in the locations where they operate.

Question 34

Media training is especially important for which company roles?

A) Board of directors.
B) Individual contributors.
C) General Counsel.
D) Both A and C, but not B.

Question 35

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

A) Receive fewer opportunities.
B) Are generally less immune to long-term criticism.
C) Often get the benefit of the doubt in uncertain circumstances.
D) Both A and C, but not B.

Question 36

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

A) The solutions provided.
B) The disadvantages of the product or service.
C) The expected experience.
D) Both A and C, but not B.

Question 37

In 2014,what was the most valuable brand according to Brand Directory?

A) Facebook.
B) Apple.
C) Samsung.
D) Amazon.

Question 38

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

A) Customer support.
B) Relationship with the public.
C) Public image.
D) Both B and C, but not A.

Question 39

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

A) Explosion.
B) Crisis management.
C) Corporate crisis.
D) Human error.

Question 40

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

A) Identifies how a company is distinctive from their rivals.
B) Instills an emotional attachment that creates brand loyalty.
C) Customers trust its exceptional value.
D) All of the above.

Question 41

Discuss the value of a recognizable brand.What can a company do to foster brand appeal? What can customers do to voice dissatisfaction with a company's products?

Question 42

A rule of media communication is to:

A) Be honest.
B) Be current.
C) Be accessible.
D) All of the above.

Question 43

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

A) Paid content.
B) Public service announcement.
C) User-generated content.
D) Event sponsorship.

Question 44

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

A) User-generated content.
B) Issue advertisements.
C) Public service announcements.
D) Image advertisements.

Question 45

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

A) "We are undertaking a program to correct the situation."…
B) "Your listeners may not know that…".
C) "While that is true, what is important to know is…".
D) "This is important news because…".

Question 46

Why do firms create public relations departments? Outline the structure and activities of a typical department.

Question 47

What new challenges emerge when public relations strategies take on a global perspective?

Question 48

Define a corporate crisis.Outline an effective crisis management plan for a public relations manager.

Question 49

Define the general public.How do firms and the public affect one another?

Question 50

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

A) Hooking.
B) Bridging.
C) Flagging.
D) Gapping.

Question 51

Evaluate public opinion influencing strategies used by business organization,such as public service announcements,image advertisements,paid content,and event sponsorship.

Question 52

How do firms develop a distinctive and positive reputation? How can the general public affect a company's reputation? Identify an organization that has recovered from having a bad reputation and explain how the firm restored public confidence.