PR11
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60 terms
Terms | Definitions |
|---|---|
 1) In response to the release of the movie Blood Diamond, the World Diamond Council created a Web site to ________.Answer | assert that the majority of diamonds on the market were not conflict diamonds |
| 2) The World Diamond Council hired a crisis-management firm when the movie Blood Diamond was released to educate the public about diamonds and to ________. Answer | prevent a significant sales loss during the holiday season |
| 3) All of the following were crisis-management methods used by the World Diamond Council in response to the movie Blood Diamond EXCEPT ________. Answer | using Kanye West as a spokesperson |
| 4) For MPR professionals working for Tylenol in 1982, which of the following was the most essential skill needed for the job? Answer | crisis management |
| 5) Which of the following best describes the crisis situations involving BP in 2005 and 2006? Answer | Customers realized that their perception of BP as environmentally responsible did not match reality. |
| 6) Which of the following firms is best known for a crisis involving misbehavior and unethical business practices of its upper level executives? Answer | WorldCom |
| 7) Which of the following approaches to dealing with crisis situations involves developing a plan based on a problematic issue after it arises? Answer | reactive |
| 8) The passive approach to handling a crisis situation is based on the idea that problems ________. Answer | eventually go away when ignored |
| 9) The ________ approach to crisis management requires firms to identify potential issues in advance and either eliminate the potential problem or devise a plan to manage it. Answer | preemptive |
| 10) Which of the following has had the greatest effect on the speed in which a crisis situation is discovered by the public? Answer | communications technology |
| 11) The primary cause of the MPR crisis involving a Taco Bell restaurant in New York City in 2007 stemmed from ________. Answer | amateur video shared with various media outlets |
| 12) What role did the media play in the crisis involving rats at a New York City Taco Bell in 2007? Answer | speeding up the manner in which the story spread |
| 13) How does modern media and technology affect a marketer's understanding of public feedback during a crisis? Answer | making the feelings of the majority and the minority unclear to marketers |
| 14) Which of the following led to a crisis for Motrin in 2008? Answer | negative reactions to an advertising campaign |
| 15) The Motrin crisis surrounding the "Baby Wearing" commercial highlights the need for organizations to ________. Answer | prepare for the new media |
| 16) Which of the following is the primary benefit of new media during an MPR crisis? Answer | quickly reaching out to consumers and connectors |
| 17) What was at the center of Ford's crisis management efforts during the economic problems faced by the Big 3 auto makers in 2008? Answer | a Web site distinguishing Ford from GM and Chrysler |
| 18) The purpose of a crisis communications plan is to create a tool for ________. Answer | assessing a situation and communicating with stakeholders about the intended response |
| 19) Which of the following is especially critical to firms faced with an MPR crisis? Answer | time |
| 20) Firms facing an MPR crisis have an immediate need for ________ plans to effectively handle the situation. Answer | communications and business |
| 21) In order to be most effective, a crisis plan should be ________. Answer | simple to understand |
| 22) An exercise for identifying and documenting potential MPR crises for planning purposes is known as a ________. Answer | vulnerability audit |
| 23) A ________ crisis is a slowly developing internal crisis within an organization. Answer | smoldering |
| 24) Which of the following would be categorized as a sudden crisis if faced by an electronics firm? Answer | a fire destroying the main manufacturing facility |
| 25) All of the following are aspects of creating a vulnerability audit EXCEPT ________. Answer | developing a script to recite during a crisis |
| 26) Which of the following best describes the heart of a crisis communications plan? Answer | coordinating communication with media, community, and stakeholders |
| 27) What is the purpose of the heart of a crisis communications plan? Answer | keeping people focused on timely communication |
| 28) How many statement templates should be included in every crisis communications plan? Answer | 2 |
| 29) The first critical statement in a crisis communications plan provides ________. Answer | basic facts |
| 30) What term refers to the portion of an MPR crisis plan that maps out the "who, what, when, where, why, and how" of a specific potential crises? Answer | scenario statement |
| 31) Which of the following enables all parties to become familiar with a crisis communications plan and to ensure that it works as intended? Answer | practice drills |
| 32) What is the first step that an MPR professional should take in developing a crisis communications plan for the Falcon's Lair? Answer | assembling a vulnerability audit |
| 33) When reacting to a crisis, an organization benefits from breaking a story before media outlets because the ________. Answer | message can be controlled |
| 34) All of the following are rules for implementing a crisis management plan EXCEPT ________. Answer | using softened language |
| 35) Video is the recommended medium for implementing a crisis management plan because the ________. Answer | original message remains intact |
| 36) For a firm implementing a crisis management plan, which of the following is the desired source for connectors to gather current information? Answer | a firm's spokesperson |
| 37) During a crisis, it is the responsibility of a firm's MPR professionals to convey the idea that the top priority of a firm is ________. Answer | customer satisfaction |
| 38) When Jack-in-the-Box faced an E.coli crisis, the company took a proactive approach to handling the situation by ________. Answer | hiring a microbiologist |
| 39) All of the following helped Jack-in-the-Box become profitable after the E. coli crisis EXCEPT ________. Answer | selling poorly managed stores |
| 40) After a Falcon's Lair customer injures himself while rock climbing, the firm should handle the situation by ________. Answer | swiftly communicating with stakeholders |
| 41) The speed with which the World Diamond Council dealt with the issues raised by the film Blood Diamond suggests that the organization had previously prepared a crisis communications plan. Answer | True |
| 42) A marketing crisis may result from the misbehavior of people within a firm or faulty products manufactured and distributed by a firm. Answer | True |
| 43) A firm that assumes a problem will eventually go away or be forgotten if it is ignored is using the defensive approach to crisis management. Answer | False |
| 44) Identifying potential issues before they occur and constructing a plan for dealing with them exemplifies a preemptive approach to crisis management. Answer | True |
| 45) The Internet, blogs, Twitter, and YouTube speed up the time it takes for a perceived crisis to become an actual crisis. Answer | True |
| 46) Digital media hinders the ability of a firm to manage an MPR crisis due to the extensive number of platforms and sites used for communicating messages. Answer | False |
| 47) Time is a minor concern during a crisis, so an MPR professional should respond slowly and cautiously to a situation to prevent making mistakes. Answer | False |
| 48) A crisis communications plan should center on a single trained communicator who will be in charge of the plan's execution in all scenarios to maintain consistency for the firm. Answer | False |
| 49) When developing a crisis communications plan, a firm should involve employees from multiple levels and functional areas within the firm. Answer | True |
| 50) The first step in creating a successful MPR crisis communications plan is to develop scenario statements with fill-in-the-blank sections. Answer | False |
| 51) A smoldering crisis, which is an internal problem at a firm that develops slowly over time, is more likely to occur than a sudden crisis. Answer | True |
| 52) Decision paralysis occurs when leaders fail to execute a crisis communications plan in a swift manner, such as during the shootings at Virginia Tech. Answer | True |
| 53) A successful MPR crisis communications plan instructs leaders to refrain from revealing any facts about a crisis until a thorough investigation into the matter has occurred. Answer | False |
| 54) Scenario statements typically include a fill-in-the-blank section, a complete script to be read verbatim by a spokesperson, and a list of agencies likely to respond during a specific type of crisis. Answer | True |
| 55) A real-time practice drill for a crisis communications plan involves having those involved in the plan run through their reactions to a scenario in a conference room setting. Answer | False |
| 56) Crisis communication plans should be approved by a firm's attorneys and corporate leaders before it is ever implemented. Answer | True |
| 57) The chances of a conflicting story about a crisis reaching the media are significantly increased when a firm communicates too quickly with stakeholders. Answer | False |
| 58) A firm is more likely to be portrayed in a positive light by the media during a crisis if its MPR professionals provide reliable and up to date information to connectors. Answer | True |
| 59) Apologizing for a crisis too frequently keeps an issue in the public eye and conveys a firm as weak and inept. Answer | True |
| 60) Tylenol's poorly implemented crisis communications plan significantly harmed the image and profit of the firm in 1982, and the firm has only regained the trust of consumers in the last few years. Answer | False |
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