Question 1

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

Accepted Answer

Reputation management involves managing the perception of the company among its stakeholders, including customers, employees, investors, and the public. Corporate branding is a key aspect of reputation management, as it involves creating and promoting a strong and positive brand image for the company. Therefore, the practice of corporate branding is an outgrowth of reputation management as a key function of corporate communicators.

Question 2

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

Accepted Answer

The schedule for company's financial communications, such as the Quarterly and Annual Reports, is determined by laws and regulations. The Securities and Exchange Commission (SEC) requires public companies to file quarterly reports (Form 10-Q) within 45 days after the end of each quarter, and annual reports (Form 10-K) within 90 days after the end of the fiscal year. Therefore, the company's financial communications schedule is determined by the deadlines set by these regulatory bodies.

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.

Accepted Answer

Thought leadership is a strategy of positioning a company or its executives as industry experts by engaging in activities such as giving speeches, participating in research, or leading events. This helps establish the company's credibility and can lead to increased brand recognition and reputation.

Question 4

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

Accepted Answer

Using social media allows PR practitioners to communicate directly with a targeted audience without the need for a media gatekeeper to alter or filter the message. This provides more control over the message and the ability to reach specific audiences.

Question 5

Which institutions are examined in the Edelman Trust Barometer?

Accepted Answer

The Edelman Trust Barometer examines the trust level of the four main institutions in society - NGOs, media, government, and business.

Question 6

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

Accepted Answer

Most observers believe that companies should be quiet or be prepared for the backlash that comes with trying to engage customers in a social issue because taking a stand on a "hot button" issue can be divisive and potentially alienating to their customer base. It is important for companies to consider the potential consequences and weigh the risks before speaking out on sensitive issues.

Question 7

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

Accepted Answer

When you hear the name of a company and immediately think of certain attributes, it represents the corporate brand. The company has built a reputation and brand image based on their values, products, and overall image.

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?

Accepted Answer

John's responsibilities align with those of a Chief Communications Officer (CCO), who typically reports directly to the CEO and is responsible for managing the company's communications and relationships with stakeholders. The other options, Chief Business Officer, Chief Financial Officer, and Chief Marketing Officer, typically have different areas of focus and are not as closely tied to public relations and public affairs.

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?

Accepted Answer

Frank is modeling the excellence theory, which emphasizes two-way symmetrical communication between an organization and its publics. This approach involves not just disseminating information but also listening to stakeholders to identify and address issues, aligning with the practices described.

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.

Accepted Answer

The answer of AFLAC,a health insurance company,demonstrated a good example...

Question 11

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

Accepted Answer

The "Race Together" campaign faced criticism because many members of the public felt that discussing racial tensions was inappropriate for a company to address with customers in a retail setting. While some customers may have found the phrase on their cups to be off-putting, and others may have been inconvenienced by service delays caused by discussions between employees and customers, these issues were not the primary reasons for the campaign's negative reception. Additionally, it is unclear whether or not many Starbucks customers did not believe racial tensions were a significant problem, but even if that were the case, it would not necessarily explain why the campaign was not well received overall.

Question 12

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

Accepted Answer

The 2016 Edelman Trust Barometer study highlighted a growing disenfranchisement between people and the four institutions (government, business, NGOs, and media), noting its impact on markets and elections worldwide. This reflects a broader trend of declining trust in traditional institutions and the ways in which this shift influences political and economic landscapes.

Question 13

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

Accepted Answer

According to James Grunig, the most beneficial type of communication for effective communication is two-way symmetrical. This type of communication involves a two-way dialogue between the sender and receiver where both parties listen to each other, provide feedback, and work towards a mutual understanding. This type of communication is focused on achieving a mutual benefit for all parties involved, rather than just transmitting information.

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?

Accepted Answer

According to the provided information, Gary Sheffer stated that trust is critical if communicators want to help companies drive change. Therefore, the correct choice is D) trust.

Question 15

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

Accepted Answer

Starbucks stated that the "Race Together" initiative was always intended to last only one week and serve as a launchpad for conversations about race. It was not intended to be a long-term campaign.

Question 16

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

Accepted Answer

The goal of a PR communicator when working with the media should be to produce an accurate, balanced story that represents the company's point of view. It is not their role to ensure that news coverage is always positive or flattering or to avoid giving corporate information to media that writes negative or unflattering stories. While preparing a well-written article is important, it should not be the only goal.

Question 17

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

Accepted Answer

Bloomberg is a key national publication that tracks business performance, providing news, analysis, and data on the financial markets and global economy. Lucky, Via, and L'Officiel are not focused on business performance or finance.

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?

Accepted Answer

The Edelman Trust Barometer is an annual global study that measures trust and credibility in institutions, including businesses. It is known for tracking global trends in trust and has highlighted the increasing sense of disenfranchisement between the public and businesses in recent years. The other options listed, such as annual reports, shareholder letters, and reports on sustainable and responsible investing trends, may not necessarily focus on this specific issue.

Question 19

NASDAQ and NYSE are examples of ______.

Accepted Answer

NASDAQ and NYSE are both stock exchanges where publicly traded companies can list their stocks for investors to buy and sell. They are not investor relations advisors, national financial publications, or corporate branding sources.

Question 20

Who is typically responsible for corporate brand management?

Accepted Answer

Corporate brand management is typically the responsibility of the Chief Marketing Officer (CMO). The CMO is responsible for developing and executing marketing strategies that reflect the company's overall brand image and message. This includes managing the brand's reputation and ensuring consistency across all marketing channels. While the other C-level executives may have input and a role in the branding process, the CMO is ultimately responsible for the company's brand management.

Quiz 11: Corporate Communication and Reputation Management