Exam 1

Question 1

The five stages of a crisis include:

Answer 1

Detection, Prevention/Preparation, Containment, Recovery and Learning.

Question 2

Name the types of publics

Answer 2

Nonpublic- no problem is recognized or exists.
Latent public- Problem is there, but don’t recognize.
Aware Public - Aware of the problem but don’t communicate about it.
Active public- group aware of the problem and communicate and act on a problem.

Question 3

In Apologia Theory an organization can do one of three things:

Answer 3

Deny, Explain, Apologize (AT - an organization’s reaction to its publics when it has been accused of misdeed. its efforts defend reputation and protect its image)

Question 4

In Decision Theory a PR professional is concerned with counseling management and other leaders to make the most effective decisions including “maximizing” and “satisficing”.

Answer 4

see front

Question 5

Excellence Theory is a theory based on different types of PR practices or models with which model the most desirable?

Answer 5

Model 4 - Two-Way Symmetric Model

• PR practitioners act as an intermediary between the organization and its public. Seek to create a dialogue with the publics and management might change based on feedback from the publics. Use social science theory to create programs that negotiate compromise, bargain, listen and engage in dialogue.
• Characteristics
  
  • PR Manager is important part of top management
  • programs in place to build relationships with all key stakeholders
  • research is conducted to ID and rank an organizing key stakeholder
  • ongoing PR programs developed for each stakeholder group
  • large publics are broken down into smaller sub-publics for more effective communication.
  • issues management is part of a two way process that is handled by the PR dept.

Question 6

The best way to prevent a crisis from happening include:

Answer 6

1. Set up procedures, policies and protocols to operate under the most ethical and responsible manner possible. Also hire and train ethical high quality professionals and workers
2. Develop ongoing public relations programs with stakeholders that create and foster positive relations with each group
3. Develop strong relationships with members of the media

Question 7

The way a corporation does business, its unwritten but firmly established values.

Answer 7

Corporate Culture

Question 8

When crafting an apology, what should not be included?

Answer 8

do not shift blame, that is an excuse.
SHOULD:
- acknowledge that hurt or damage was done
- take full responsibility
- recognize your role or the company in the situation
- include a statement of regret
- ask for forgiveness
- promise it won’t happen again
-provide a form of restitution, if possible

Question 9

Broadly speaking, a crisis communication plan usually helps identify:

Answer 9

Audiences, Messages and Channels of Communication for different types of crises

Question 10

What are Prodromes?

Answer 10

Events or warning signs in your organization or industry that point to a possible future crisis.

Question 11

The two important factors to examine in the formulation of a crisis communications plan are __________________ and ________________ will a crisis be to an organization?

Answer 11

(a) How likely is this crisis? and (b) how devastating can the crisis be?

Question 12

he “golden hour” in crisis communications is

Answer 12

If possible, communication to key publics should take place within the first hour of notification of a crisis.

Question 13

Three results of a crisis can include:

Answer 13

Business failure, criminal charges, lawsuits
Business continues but loss of image, respect, and financial position
Same public opinion or even better public opinion

Question 14

While each crisis is different, generally it is how you handle who that will often determine the result of a crisis?

Answer 14

Media

Question 15

When dealing with the media it is critically important to control what?

Answer 15

• Information flow?

- rumors?

Question 16

The three ways to answer questions from the news media include:

Answer 16

We know and here’s all the information
We don’t know everything at this time but here is what we know, expect more
We have no idea but we will find out and tell you ASAP

Question 17

In most cases it is best to have the __ person in an organization speak at a press conference regarding a crisis.

Answer 17

spokesperson

Question 18

A speculative question begins with

Answer 18

if

Question 19

Loaded questions are

Answer 19

value based

Question 20

Accusatory questions:

Answer 20

force you to blame others

Question 21

While sometimes used interchangeably the terms “social media” and “social networking sites” are ______________________

Answer 21

“services is an online service, platform, or site that focuses on facilitating the building of social networks and social relations among people with common interests”

Question 22

As illustrated in class the two social media sites that have the most time spent using each month include ______ and ____.

Answer 22

Facebook and Twitter

Question 23

The most recent numbers indicate about how many Americans are on Facebook, Pinterest, & Linkedin?

Answer 23

Facebook - 167,431, 700 users (U.S.)
Pinterest - 47,087,160 (U.S.)
Linkedin - 200 million (world wide) ?
Twitter - 141.8 million (U.S.)

Question 24

Information passed by word of mouth and electronic communications with no verification of fact and no credible source.

Answer 24

rumor

Question 25

By definition, a rumor can be

Answer 25

Information passed by word of mouth and electronic communications with no verification of fact and no credible source
Can be positive or negative, absolutely false, partly false, undeniable true, or premature facts

Question 26

Should you fight a rumor or ignore it?

Answer 26

Depends on the situation. If not too many people are aware of the rumor, it is better to ignore it because addressing it will only make the rumor known to even more people. Otherwise, follow the below guidelines to fight a rumor.

Question 27

Guidelines for fighting a rumor:

Answer 27

1. When a rumor starts, disseminate to publics complete accurate information without mentioning the rumor
   Don’t give the rumor credibility, but give information
2. After a rumor starts, analyze it. Where did it start? What are its impacts? What are people saying? Does it pose a threat? Will it go away?
3. Do nothing. Sometimes denial draws more attention than silence. Some rumors will go away on their own.
4. Deny the rumor publicly and vehemently and prove it has no basis in truth
   Hold a news conference if the rumor is so widespread and do not repeat the rumor unnecessarily
   Denial must be persuasive and convincing
5. Get an outside expert on the subject to discredit the rumor
6. Place ads in high circulation publications
   Message must be convincing and you need to know that the rumor is completely untrue before publication

Question 28

An Intentional Rumor is

Answer 28

A rumor started to achieve a purpose (can be positive or negative)

Question 29

A Malicious Rumor is:

Answer 29

Started to damage a competitor’s business

Question 30

A Nearly True Rumor is:

Answer 30

People hear it, attach credibility to a part of the story, and then draw a conclusion that the entire rumor must be true.

Question 31

As illustrated in class, what company took out an ad to dispel a rumor about the ingredients of its products?

Answer 31

Taco Bell

Question 32

By definition, all Rogue Websites ….

Answer 32

Are sites where consumers are unhappy with the performance for their company and the policies
Sites where consumers or former employees feel negatively about the company
Sites in which consumers create humor or spoof pages
Sites that complain about industries

Question 33

As explained in the textbook, what is something J&J did well in dealing with the Tylenol crisis?

Answer 33

• quick response: removed all tylenol products off shelves nationwide
• decision: repackage the product

Question 34

As explained in the textbook, what is something J&J did not do well in dealing with the Tylenol crisis?

Answer 34

Didn’t have a crisis plan specific to an incident like this

Didn’t have better tamper proof containers in the first place

Question 35

As explained in the textbook, what is something Exxon did not do well in dealing with the spill crisis?

Answer 35

The spokesperson went to the press without being briefed
Another spokesperson said he would not verify the amount of damage
The CEO did not apologize, show emotion over the tragedy, or go to the site for 3 weeks
It took a long time to get the necessary equipment for a full-scale clean-up and it was not fully cleaned-up until 1992

Question 36

As explained in the textbook, what is something Exxon did well in dealing with the spill crisis?

Answer 36

made the cleanup a priority
fired the captain immediately
worked with the community
increased tourism in Alaska

Question 37

What could Exxon have done to avoid the spill crisis in the first place?

Answer 37

• The captain said he had been able to do this in his sleep, which possibly made him overconfident
• He had an alleged alcohol abuse history, the company should have researched that further

Question 38

What could J&J have done to avoid the poisoning crisis in the first place?

Answer 38

• Make tamper proof bottles.

- Remove all Cyanide from factories no matter the amount.

Question 39

Name a prodrome in the Exxon spill.

Answer 39

“The Exxon Valdez oil spill was a prodrome to other companies as well as Exxon itself. Oil companies now know better how to prevent spills, how to clean up spills and how to react to the public after spills” book p. 5
Handing over command of the ship to somebody less experienced.
Captain had a history of alcohol abuse.
Inadequate crisis management/response plan.
Said the any oil spill could be contained in 5 hours, but they had never actually tested the response.

Question 40

The main goal of public relations

Answer 40

is to cover a wide range of functions that help an organization connect with the people it touches and generate good will for a company.+

public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depend.

Question 41

Publics are the ____________

Answer 41

Publics are the people who interact with the organization: employees, members, local communities, unions, shareholders, customers, and other institutions.

Question 42

People who have a stake in a company or organization, creditors, directors, employees, government, etc. are known as:

Answer 42

stakeholders

Question 43

From a PR standpoint, the greatest asset an organization has is:

Answer 43

public good will

Question 44

Of the different types of PR programs, this one is concerned with the practice of raising money by collecting donations.

Answer 44

Fundraising

Question 45

Of the different types of PR programs, this one is concerned with communication with government and the public on issues related to government and regulation.

Answer 45

Public Affairs

Question 46

Of the different types of PR programs, this one is concerned with anticipating and planning for disasters from a media perspective and with stakeholders.

Answer 46

Crisis Management

Question 47

The process by which an organization deals with a major unpredictable event that threatens to harm the organization, its stakeholders, or the general public is:

Answer 47

Crisis Management

Question 48

The dialog between the organization and its publics prior to, during and after a negative occurrence (crisis) is:

Answer 48

Crisis Communication