Question 1

Identifying the issues is the sole focus and responsibility of public relations.They bear the brunt of managing and responding to a crisis for a brand.

Accepted Answer

A) True 
 B)False  False

Question 2

Crisis situations can rapidly emerge and impact any company.Digital data gives companies a mechanism to monitor issues before they become a full-blown crisis as well give them more specific feedback during a crisis which informs the company's responses.What digital data is most useful for brands during a crisis?

Accepted Answer

A)  Search data
B)  Web analytics data
C)  News/ Mainstream press
D)  Social conversation data D

Question 3

What are the three phases of the crisis issues management model developed by W20 Group?

Accepted Answer

A)  Correct history
B)  Respond rapidly
C)  Face the crisis day
D)  Collect all intelligence possible
E)  Identify known issues A

Question 4

Chapter 11 also describes the community management map developed for crises by David Armano several years ago.What do the W20 crisis issue management model and Armano's community management map have in common?

Accepted Answer

A)  They both rely on social data exclusively for intelligence
B)  They both prioritize speed of response
C)  They both make issue identification the biggest step

Question 5

After due diligence has been performed and the issues have been identified and mapped to the parts of the company that will be affected,what should a company do next? Choose the best answer below:

Accepted Answer

A)  Begin responding to combat the crisis
B)  Build dashboards and reporting to monitor the crisis
C)  Research and analyze the online conversations
D)  Create and execute an influencer outreach campaign

Question 6

Communication during a crisis is even more scrutinized than normally.What is one way a company can avoid stumbling with their communications when responding to a crisis?

Accepted Answer

A)  Ensure the most senior executive communicates the respond
B)  Respond as quickly as possible to as many issues as possible
C)  Respond to the first issue that has been identified and keep adding from there
D)  Analyze the conversations to identify positive and negative words being used

Question 7

According to data from Twitter,leading B2C companies are only responding to 20% of tweets directed at their customer service accounts.

Accepted Answer

A) True 
 B)False

Exam 11: Anticipating a Crisis