Exam 2

Question 1

The behaviors and beliefs characteristic of a particular social, ethnic, or age group are called:

Answer 1

Culture

Question 2

Group-held beliefs about how members should behave in a given context are:

Answer 2

Norms

Question 3

Important and lasting beliefs or ideals shared by the members of a culture about what is good or bad and desirable or undesirable are:

Answer 3

Values

Question 4

In PR, a global statement of how an issue should be resolved is a:

Answer 4

Goal

Question 5

In PR, a specific statement of purpose for a public relations or marketing communication activity is:

Answer 5

Objective

Question 6

In PR, how to achieve an objective, goal or aim or the overall approach that is taken to a campaign is:

Answer 6

Strategies

Question 7

In PR, the various communication tools are considered and the visible elements of the communication plan are created is:

Answer 7

Tactics

Question 8

When deciding on specific objectives, the 3 Levels of objectives are:

Answer 8

1. Awareness
2. Acceptance
3. Action

Question 9

The 3 types of PR goals are :

Answer 9

Reputation management – Enhancing image
Relationship management – Fostering connections
Task management – Accomplishing something

Question 10

Natural disasters can be caused by

Answer 10

A natural disaster is a major adverse event resulting from natural processes of the earth. (notes on march 5th)
Causes of an Environmental Crisis?
There are many possible causes of environmental crises:
- The environment quality degrades compared to the species’ needs, after a change of ecological factor (increase of temperature, less significant rainfalls, etc.)
- The environment becomes unfavorable for the survival of a species (or a population due to an increased pressure of predation (because of another species decline).
- The situation becomes unfavorable to the quality of life of the species (or the population) due to raise in the number of individuals (overpopulation).

Question 11

By most scientific accounts the frequency of natural disasters have

Answer 11

been increasing

Question 12

Impact events are -

Answer 12

collision of an asteroid, comet, meteoroid, or other celestial object with another celestial object such as Earth.
Ex: On February 15, 2013, an asteroid entered Earth’s atmosphere over Russia.

Question 13

Which natural disaster in the state of Washington caused the greatest loss of life in one event?

Answer 13

The Wellington Avalanche killing 96 people in 1910. An avalanche came down Windy Mountain near Stevens Pass and swept two Great Northern trains off their tracks killing the most people in the history of WA. (side note: Mt. St Helens is 2nd)

Question 14

In the event of a major natural disaster, crisis communicators generally focus their communication activities …

Answer 14

?

Question 15

According to the book, the biggest lesson from Hurricane Katrina was:

Answer 15

That you should heed prodromes, just because a crisis hasn’t happened before doesn’t mean it won’t. You should always plan for the worst case scenario and always have backup plans.

Question 16

Most natural disaster preparedness information is handled by?

Answer 16

?

Question 17

An environmental crisis is …

Answer 17

when the environment of a species or a population changes in a way that destabilizes its continued survival.
Examples: Monarch Butterfly always travel to Mexico during the Winter

Question 18

During an environmental crisis, the three effective crisis communications goals include:

Answer 18

Guidelines on effective crisis communication:

1. Developing sound messages
2. Use an effective spokesperson
3. Get the messages out

Question 19

During an environmental crisis it is best to follow: _____, ____, _______which is called the:

Answer 19

3 key messages_, 27 words total per message, _9 seconds per message_which is called the: The Magic Number Rule

Question 20

The four steps of effective crisis PR during an environmental crisis include:

Answer 20

Identify issues/topics/situations
Define audience
Anticipate questions
Create answers

Question 21

A major disruption to transportation activities at the local, regional or national level is called?

Answer 21

A transportation crisis

Question 22

For a transportation event to elevate to the level of crisis, it must last

Answer 22

?

Question 23

As discussed in class, airport transportation crises generally involve _________ events.

Answer 23

?

Question 24

The largest aviation transportation crisis in modern times was:

Answer 24

9/11

Question 25

According to Robert C. Chandler, Ph.D., internationally renowned crisis communication expert, a crisis has how many stages?

Answer 25

1. Warning
2. Risk Assessment
3. Response
4. Management
5. Resolution
6. Recovery

Question 26

According to Robert C. Chandler, Ph.D., internationally renowned crisis communication expert, the largest amount of communication occurs during the ___________ stage of a crisis

Answer 26

management: Management: after the initial response to the incident, the crisis moves to the management stage. During this phase, the crisis gets better and moves toward resolution or gets worse with deepening layers of complexity. A significant percentage of communication occurs during this phase as an organization provides regular status updates to their various audiences, change or add to previous instructions, control rumors

Question 27

During the ____________ stage of a crisis, prodromes are critical to assess.

Answer 27

warning

Question 28

During the third “response” stage communication focuses on ________________, _______, _____________.

Answer 28

making constituents aware of the incident, providing instructions, and calling first responders into action.

Question 29

Product “recall” is often also called product ______.

Answer 29

failure

Question 30

A product recall is done in an effort to ______________ and __________________.

Answer 30

limit liability for corporate negligence and improve or avoid damage to publicity

Question 31

Product recalls can be issued by:

Answer 31

The company or by the government

Question 32

Intentional modification of products in a way that would make them harmful to the consumer is called.

Answer 32

product tampering

Question 33

As discussed in class, the Jello-O tampering incident was …

Answer 33

A couple was buying Jello-O pudding, eating it, refilling the packages with dirt/sand and returning them. They were then put back on the shelf and resold.

Question 34

When it comes to product recalls, which organization handles meat and poultry product issues?

Answer 34

USDA

Question 35

When it comes to product recalls, which organization handles foods, medicines and cosmetics?

Answer 35

The Food and Drug Administration (FDA)

Question 36

As explained in class, the majority of crisis communication around the 2013 NASCAR fans injuries at the Daytona International Speedway came directly from ___________.

Answer 36

the media (news stations, etc.)

Question 37

During crisis communication about death and injury, negative behaviors to plan against include __________.

Answer 37

arrogance, no concern
minimize victims needs
blame shifting
broaden situation unnecessarily (or for PR reasons)
inappropriate language
inconsistency
inflammatory statements
little or no preparation
minimize the impact
missed opportunities to communicate with government, public, and victims
no admission of responsibility
victim confusion