Quiz 4

Question 1

Tylenol Crisis

Answer 1

Model for Effective Crisis Communication
- 1982
- Chicago, IL
- First few people who bought Tylenol were spiked with cyanide poisoning
- 7 dead
- Johnson & Johnson
- POINT: companies are judged not on the crisis itself but how they respond

Question 2

How was the Tylenol Crisis Solved?

Answer 2

safety over company profit
1. Recalled products nationwide ($100 m)
2. removal or aired ads/commercials
3. Packaging changes (capsules, childproof caps, plastic coverings
4. Come clean right away

VALUE + TRUST

Question 3

5 domains of MAP

Answer 3

1. Media Science
2. Strategic communication
3. advertising and persuasion
4. public relations/media relations
5. crisis communication

Question 4

PESO Model (4 domains)

Answer 4

1. earned
2. paid
3. owned
4. shared

Question 5

Earned (peso model)

Answer 5

Earned - media relations
- your hard work earns you media coverage
- ex: a journal writes about your brand or an article is published boosting your efforts/organization

Question 6

paid (peso model)

Answer 6

paid - advertising
- paid posts, advertisements, emails, marketing
- Anything that you do to amplify the work that you paid for

Question 7

Shared (peso model)

Answer 7

shared - social media
- what content will drive interest

Question 8

owned (peso model)

Answer 8

podcast, blog, website, etc that you created for your brand

Question 9

advertising key points

Answer 9

1. its paid communication
2. campaigns start with RESEARCH
3. Relies on persuasive literature
4. creativity for a unique brand identity
5. pre-test ads
6. in house or agency careers

Question 10

example advertising positions

Answer 10

1. accounting associate
2. copy writer
3. digital market/media operations specialist

Question 11

PR takeaways

Answer 11

1. relationship building
2. consume news daily (adding your org’s voice)
3. be familiar with public opinion surveys
4. careers: general or specialist

Question 12

specialist career examples in PR

Answer 12

1. government relations
2. employee
3. media
4. investor
5. community
6. crisis communication

Question 13

PR job examples

Answer 13

social media specialist
media relations/communications specialist
communications specialist (generalist)
corporate communication manager

Question 14

media science

Answer 14

focus on strategy and research
- no job had “media science” in the title –> advertisement and PR jobs
1. content strategy
2. content creation
3. research on publics
4. research on consumers

Question 15

aspects of social media

Answer 15

1. social media management (content management)
2. data analytics

Question 16

why do we use social media?

Answer 16

1. users budding their personas/identities (expression)
2. social connection
3. infotainment

Question 17

social media management steps

Answer 17

• figure out why people use social media
• identify what platforms you should use
• social media strategy mapping
• cost, “voice”, “rules”

Question 18

identifying social media platforms to use…

Answer 18

consider…
1. type
2. audience
3. content
4. engagement
5. brand integration

Question 19

COM Panelists

Answer 19

Margaret Wallace (FTV)
Greg Marinovich (JO)
Doug Gould (MAP)

Question 20

3 key words for COM success

Answer 20

Passion, tenacity, curiosity

Question 21

Inspirations

Answer 21

Parents, teachers, politics, history, environment, opening opportunities

Question 22

AI

Answer 22

great tool but we can’t let it overcome the human and taint our original voice
- distorts the truth and provides false variations that harm the publics
- it can slow us down so we need to have the skills ourselves