Deck 14: Challenges and Opportunities in Corporate and Organizational Communication

Question 1

The primary value of a senior communication executive is less about transmitting information than about predicting how stakeholders who matter to senior management are likely to behave.

Answer 1

True

Question 2

According to Bernays, what is the most effective way to change groups' perception?

Answer 2

To act a certain way. Communication needs to be grounded first in the action a company takes.

Question 3

What 3 skills or areas of expertise are necessary for professional communicators to become trusted advisors to management?

Answer 3

First, in order to speak for the organization, and to have standing to advise on how the organization should communicate, a communicator must have a thorough knowledge of the organization's operations and of finance, product development, marketing and human resources. Second, the communicator must have a worldview that includes knowledge of issues that affect the company, its industry, the marketplace in general, and emerging social trends. And third, the communicator must possess the art of giving advice and of building trust, everything from thinking problems through from the perspective of senior executives to offering insights that would not otherwise occur to a senior management team.

Question 4

According to Michael Porter, companies need to move away from ___ actions into a ____ integration of social initiatives into business competitive strategy.

Question 5

In order to communicate responsibility, there has to be credibility. How do communicators establish credibility?

Question 6

What are the 6 rules companies that effectively communicate corporate responsibility follow?

Question 7

Which of the following are current challenges facing PR?

A) Social media
B) Globalization
C) Media
D) Building trust

Question 8

Which of the following is a trend for the recent growth in PR?

A) Communication is growing with the expansion of social media
B) PR is important to every major institution for profits, not-for-profits, government, and religions
C) Institutions recognize that they practice many kinds of communication with many stakeholders, and that they must all be coordinated, which is the proper role of PR
D) PR is being practiced around the globe

Question 9

When professional communicators do their best work, they function as____

A) lawyers.
B) anthropologists.
C) customers.
D) public speakers.

Question 10

Habitually strategic organizations establish a culture of accountability, insisting that their values be lived.