Chapter 14 Flashcards
A reputation can take ______ to build, but can be damaged in _____
Decades; seconds
What are the two duties of reputation managers?
- Conducting risk assessments
- Performing Content removal
What are 3 ways Reputation Management is different from Public relations?
- Reputation management works behind the scenes and PR on the front lines
- RM is specialised whereas PR is broad
- RM focuses on preserving reputation whereas PR deals with the essence of the brand
examples of Reputation management in celebrities:
- Tiger Woods - Won the masters tournament, but had previous charges/scandals
3 Best Practices for Working in Reputation Management
- Actions speak louder than words
- Never assume you are invincible
- Know the importance of your character and reputation
Crises
significant, disruptive events that feature a rapid onset, causing harm
What are the 7 Crisis Comm message strategies?
- Attack the Accuser
- Denial
- Excuse
- Justification
- Integration
- Corrective action
- Full apology
3 Types of Crises
- Victim - rumors
- Accidental - Challenges
- Preventable - human errors
Preventable Crises have the _______ level of responsibility
Highest
Examples of Crisis Communication
- Boeing - Two airplane crashes (could have been preventable)
2 Best practices for working in Crisis Comm
- Honesty is the best policy
- Never say “no comment”
Examples of Influencer marketing
U.S. Navy - “SailorVS”, influencers had exclusive access to a “day in the life” of the navy
2 Best Practices in Influencer Marketing
- Research and data are your friends
- Influencers may need training
Global PR Examples
Burger King and Mexico City - Drivers stuck in traffic, new delivery system
2 Best practices for Global PR
- Take time to learn and connect with others
- Go deeper to understand contexts
In Social Media PR, it’s crucial to first look at the ______
relationships among users
Examples of Social media PR
Popeyes - Sparked twitter conversation about the best chicken sandwiches
2 Best practices for Social media PR
- Know that experience rules
- Keep the power of networking
Entertainment and Sports PR
Pitching for their clients and coordinating partnerships and photo shoots
publicist
generates awareness and coverage for a client, specifically working with the media
Examples of Entertainment PR
- The rock - Awesome personal brand
Examples of Sports PR
Donovan Mitchel and Spiderman - Marvel reached out to the spiderman of basketball for a commercial for the upcoming spiderman movie
2 Best practices for Entertainment and Sports PR
- Make connections
- Expect to wear many hats
PR goals for nonprofits
Fundraising and education
Nonprofit PR exmaple
Giving Tuesday - the day to give to charities after black friday and thanksgiving
2 best practices for Nonprofit PR
- Remember money does not grow on trees
- Be the best advocate for your nonprofit
The focus of PR in politics
Creating and launching campaigns for public opinions
Example of PR in Politics
United and Fort Wayne International Airport - Partnered with United to create a direct flight to New York City
