Question 1

In order to manage issues, public relations professionals must first _________.

Accepted Answer

Identifying issues is the first step in managing them, as it allows public relations professionals to understand the problem before developing strategies to address it.

Question 2

Gwendolyn received a call from a reporter wanting an official statement about the rising number of negative comments on Facebook about her company's product. Gwendolyn's company is likely in the ____________ stage of managing the issue.

Accepted Answer

The answer of Gwendolyn received a call from a reporter...

Question 3

In September 2015, the Environmental Protection Agency publicly accused Volkswagen of using "defeat devices" hidden in its diesel cars that manipulated the results of emissions tests. VW owners, car dealers, and employees all felt deceived by the company. This action has damaged relationships with so many key publics. Pressure builds as the impact of this issue on VW becomes clear in the ____________ stage.

Accepted Answer

The correct stage is "Current/crisis" because the issue has already been publicly exposed and is actively affecting Volkswagen, indicating that it has escalated to a crisis point.

Question 4

In the life cycle of an issue, the stage when the organization has no choice but to accept the long-term consequences is known as the ___________ stage.

Accepted Answer

The Dormant stage in the life cycle of an issue is when the organization has to accept the long-term consequences, as the issue is no longer actively managed but still exists.

Question 5

Once issues have been identified and prioritized, they need to be _______ to determine how they might affect the organization and its publics. For example, Chipotle expected same-store sales would fall 8-11 % in the quarter following its E. coli outbreak. The company also had to anticipate impacts on publics such as customers, employees, and suppliers.

Accepted Answer

Issues need to be analyzed to understand their potential impact on the organization and its stakeholders. This involves examining the nature of the issues, their possible consequences, and how they might affect various publics associated with the organization.

Question 6

Marissa is working with her company's leadership to plan a response to the rise in theft in their discount chain stores. Marissa and the executive team is considering the specific actions that should be taken as well as whom should take these actions, when, and with what resources. Marissa and the executive team are at the ____________ stage of managing the issue.

Accepted Answer

They are at the Strategic Planning stage because they are considering specific actions, responsibilities, timings, and resources to address the issue, which are key components of strategic planning.

Question 7

In issues management, the underlying purpose of __________ is to prevent negative outcomes and encourage beneficial ones. For example, Patagonia engages in and communicates about a range of what it calls "due diligence activities" to ensure fair labor practices and environmental responsibility. Patagonia publishes and abides by a strict code of conduct for suppliers, participates in Social and Environmental Responsibility (SER) audits, and publishes a complete list of factories that make Patagonia products on its web site.

Accepted Answer

The answer of In issues management, the underlying purpose of...

Question 8

According to a Cone Communications study of millennial employees (people born between the 1980s and mid 1990s), 76% said they would take a pay cut to __________. Gen Z (people born between the mid 1990s and early 2000s) will likely follow that lead, but likely with a greater focus on the diversity and inclusion practices of employers.

Accepted Answer

The correct answer is C) Work for a socially responsible employer. The Cone Communications study highlighted that a significant majority of millennial employees prioritize working for employers who demonstrate social responsibility, even if it means accepting a lower salary. This reflects a broader trend among younger workers who value purpose and impact in their careers.

Question 9

The battery in Samsung's new smartphone is reported to explode and cause serious personal injury and property damage. Addison is assigned the responsibility of repairing the damage to the brand and rebuilding Samsung's reputation to avoid a significant threat to the company's future. This is an example of the PR management of __________.

Accepted Answer

An organizational crisis involves significant threats to a company's operations or reputation, such as product failures or safety issues, which require strategic PR management to address and mitigate.

Question 10

When people think that an organization ____________, its reputation suffers, and leads to more anger, less purchase intent, and greater likelihood of negative word of mouth about the organization. Crisis management deals with how to repair damage and rebuild reputation.

Accepted Answer

When people believe an organization is responsible for a crisis, its reputation is likely to suffer significantly. This perception leads to increased anger, decreased intent to purchase from the organization, and a higher likelihood of spreading negative word of mouth, necessitating effective crisis management to repair the damage and rebuild the organization's reputation.

Question 11

__________ are a type of victim crises. For example, New York City did not ban hot dogs in an effort to combat climate change, and U.S. Congresswomen Alexandria Ocasio-Cortez and Ilhan Omar did not praise the destruction of Notre Dame Cathedral in a 2019 fire. Snopes.com did, however, confirm that Kim Kardashian wore mirrored glasses to a poker tournament.

Accepted Answer

Rumors are a type of victim crisis, often based on misinformation or false claims, such as the examples provided. These instances involve unfounded stories that can spread widely and cause harm to individuals or organizations' reputations.

Question 12

In a mechanical failure that caused a subway delay for four hours, commuters were understandably upset with the Mass Transit Authority. However, riders labelled the source of the crisis as _________, so the amount of responsibility they attributed to the Mass Transit Authority was relatively low.

Accepted Answer

When commuters label the source of the crisis as "an accident," it implies that it was unforeseen and not due to negligence, thus attributing less responsibility to the Mass Transit Authority.

Question 13

When Main Street Bank closed its doors due to management's embezzlement of the bank's assets, customers were furious and frustrated. They blamed the bank's closure - and loss of access to their funds - on the bank's leaders. This was a __________________ that was caused by mismanagement and illegal activity, and is the worst kind for any organization.

Accepted Answer

A preventable crisis is one that is caused by mismanagement and illegal activities, which fits the description of the situation where the bank's closure was due to management's embezzlement of the bank's assets.

Question 14

According to crisis communication scholar Otto Lerbinger, crisis managers in a crisis should follow the same logic as a physician treating an illness. How does that analogy apply to crisis management, according to Lerbinger?

Accepted Answer

CLerbinger's analogy suggests that crisis managers, like physicians, should carefully analyze the symptoms (or signs of a crisis) to understand its nature and then decide on the appropriate course of action. This involves a logical and methodical approach to diagnosing the problem (B) and also requires understanding the history and context of the crisis, similar to how a doctor would consider a patient's medical history before treatment (C).

Question 15

When New England Patriots owner Robert Kraft was first charged with soliciting prostitution at a spa that was suspected of human trafficking, his representatives chose the _____________ strategy as his initial response. That changed a few weeks later, though, after evidence of his involvement became more public.

Accepted Answer

Kraft's representatives initially chose to deny the allegations against him. This is a common strategy used in crisis management when attempting to protect an individual's reputation or counteract negative publicity. The denial approach was later adjusted as more evidence came to light.

Question 16

Chipotle co-CEO Monty Moran turned to ________ when he blamed the CDC for the intensity of its E. coli crisis by saying that it was "fueled by the sort of unusual and even unorthodox way the CDC has chosen to announce cases related to the original outbreak."

Accepted Answer

Moran's statement blames the CDC for the severity of the E. coli crisis, which is a classic example of scapegoating, where a person or entity is blamed for a problem instead of addressing the actual cause or taking responsibility.

Question 17

If an organization is responsible for a crisis, one of the most important communications it must issue is _________________.

Accepted Answer

Public acceptance of responsibility is crucial as it demonstrates accountability and transparency, which are essential for rebuilding trust and credibility with stakeholders.

Question 18

A video of Domino's employees "tampering" with pizzas and joking about it went viral. The video received almost 1 million views before it was taken down. Domino's CEO, Patrick Doyle, posted his own YouTube video: a formal apology stating, "We sincerely apologize for this incident." Based on its impersonal delivery, the company received mixed reviews for the apology, otherwise known as ___________.

Accepted Answer

The correct term is "The boomerang effect," which refers to a situation where an attempt to create a positive outcome results in the opposite effect, often due to the manner in which the message is delivered or perceived. In this case, the impersonal delivery of the apology led to mixed reviews, rather than a uniformly positive response.

Question 19

When Target experienced a credit card breach, it wrote to the owners of about 40 million credit and debit card accounts to explain the situation and to offer one year of free credit monitoring services. While the company did not apologize, it did offer _____________.

Accepted Answer

Offering one year of free credit monitoring services to the affected customers can be considered a form of compensation for the inconvenience and potential risk they faced due to the breach.

Question 20

In a crisis, many of an organization's most important relationships are with the people who help to solve the crisis or aid its victims. When an organization thanks first responders, praises volunteers, and expresses appreciation to authorities involved in the crisis cleanup, it can curry favor with key publics. However, as with apology strategies, ___________ risk backfiring if they are seen as insincere.

Accepted Answer

Ingratiation strategies, which include efforts to praise or show appreciation to others in order to gain their favor, can backfire if perceived as insincere, as they may be viewed as manipulative or disingenuous attempts to curry favor.

Quiz 12: Issues and Crises