Question 1

A customer tweeting about a recent bad shopping experience is using which type of media communication?

Accepted Answer

A)  Paid content. 
B)  Public service announcement. 
C)  User-generated content. 
D)  Event sponsorship.

Question 2

How the general public perceives a business firm can have a major effect on its performance.

Accepted Answer

A) True 
 B)False

Question 3

The way an organization presents itself to its stakeholders is known as the corporate reputation.

Accepted Answer

A) True 
 B)False

Question 4

A Harris poll indicated that since 2008,the number of firms with a reputation of distinction have:

Accepted Answer

A)  Stayed about the same. 
B)  Increased somewhat. 
C)  Increased dramatically. 
D)  Decreased.

Question 5

Building a positive and ethical reputation requires a firm to:

Accepted Answer

A)  Offer products that are somewhat better than their competitors. 
B)  Convey a compelling story about the firm and what it stands for. 
C)  Avoid attention from the news media. 
D)  Pay opinion leaders to write positive reviews.

Question 6

A firm must constantly re-establish its brands in order to maintain their reputation.

Accepted Answer

A) True 
 B)False

Question 7

Seeking to restore the firm's reputation takes place during this effective crisis management step:

Accepted Answer

A)  Communicate quickly, but accurately. 
B)  Do the right thing. 
C)  Follow up and, where appropriate, make amends to those affected. 
D)  Create and document policies and procedures.

Question 8

Brand management often involves conveying what about a product or service?

Accepted Answer

A)  The solutions provided. 
B)  The disadvantages of the product or service. 
C)  The expected experience. 
D)  Both A and C, but not B.

Question 9

It is recommended that businesses use the same tactics to communicate with all stakeholders.

Accepted Answer

A) True 
 B)False

Question 10

Discuss the value of a recognizable brand.What can a company do to foster brand appeal? What can customers do to voice dissatisfaction with a company's products?

Accepted Answer

The answer of Discuss the value of a recognizable brand.What...

Question 11

An example of direct communications is through a company website.

Accepted Answer

A) True 
 B)False

Question 12

The public relations function is a boundary-spanning role that primarily involves the flow of information to and from the organization.

Accepted Answer

A) True 
 B)False

Question 13

Media training is especially important for which company roles?

Accepted Answer

A)  Board of directors. 
B)  Individual contributors. 
C)  General Counsel. 
D)  Both A and C, but not B.

Question 14

The media control technique called bridging is exemplified by which of these phrases?

Accepted Answer

A)  "We are undertaking a program to correct the situation."… 
B)  "Your listeners may not know that…". 
C)  "While that is true, what is important to know is…". 
D)  "This is important news because…".

Question 15

Key employees must be identified in advance of a crisis so that they are ready to address the issue.

Accepted Answer

A) True 
 B)False

Question 16

The public has the ability to demand a certain level of performance from a firm through which stakeholder networks?

Accepted Answer

A)  Consumer advocacy groups. 
B)  Government agencies. 
C)  A firm's employees. 
D)  Both A and B, but not C.

Question 17

The public scrutiny following a corporate crisis can have a political,legal,financial,and governmental impact on its business.

Accepted Answer

A) True 
 B)False

Question 18

The variety of communications channels for public relations departments has decreased due to combined technology options.

Accepted Answer

A) True 
 B)False

Question 19

Evaluate public opinion influencing strategies used by business organization,such as public service announcements,image advertisements,paid content,and event sponsorship.

Accepted Answer

The answer of Evaluate public opinion influencing strategies used by...

Question 20

Organizations with strong positive reputations are generally more successful because they:

Accepted Answer

A)  Receive fewer opportunities. 
B)  Are generally less immune to long-term criticism. 
C)  Often get the benefit of the doubt in uncertain circumstances. 
D)  Both A and C, but not B.

Exam 19: The Public and Corporate Reputation

A customer tweeting about a recent bad shopping experience is using which type of media communication?

How the general public perceives a business firm can have a major effect on its performance.

The way an organization presents itself to its stakeholders is known as the corporate reputation.

A Harris poll indicated that since 2008,the number of firms with a reputation of distinction have:

Building a positive and ethical reputation requires a firm to:

A firm must constantly re-establish its brands in order to maintain their reputation.

Seeking to restore the firm's reputation takes place during this effective crisis management step:

Brand management often involves conveying what about a product or service?

It is recommended that businesses use the same tactics to communicate with all stakeholders.

Discuss the value of a recognizable brand.What can a company do to foster brand appeal? What can customers do to voice dissatisfaction with a company's products?

An example of direct communications is through a company website.

The public relations function is a boundary-spanning role that primarily involves the flow of information to and from the organization.

Media training is especially important for which company roles?

The media control technique called bridging is exemplified by which of these phrases?

Key employees must be identified in advance of a crisis so that they are ready to address the issue.

The public has the ability to demand a certain level of performance from a firm through which stakeholder networks?

The public scrutiny following a corporate crisis can have a political,legal,financial,and governmental impact on its business.

The variety of communications channels for public relations departments has decreased due to combined technology options.

Evaluate public opinion influencing strategies used by business organization,such as public service announcements,image advertisements,paid content,and event sponsorship.

Organizations with strong positive reputations are generally more successful because they: