Public Relations and Crisis Management IS3150

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Questions and Answers

What is a key goal of communication in crisis management?

  • To shift blame to others
  • To maintain a favorable reputation (correct)
  • To minimize communication costs
  • To create a viral social media campaign

Which of the following strategies is NOT part of Image Restoration Theory?

  • Evading Responsibilities
  • Denial
  • Mortification
  • Rationalization (correct)

Which action should be taken FIRST in crisis management?

  • Identify a spokesperson
  • Update early and often
  • Communicate with customers and suppliers
  • Have a plan (correct)

What is one of the main reasons for using social media during a crisis?

<p>To communicate with customers quickly (C)</p> Signup and view all the answers

What is the primary purpose of public relations?

<p>To effectively communicate key marketing messages (C)</p> Signup and view all the answers

Which of the following is considered a form of Earned Media?

<p>Coverage in online news websites or blogs (B)</p> Signup and view all the answers

What does bolstering refer to in reducing offensiveness during a crisis?

<p>Minimizing the impact of the act (D)</p> Signup and view all the answers

What is a key aspect of the relationship between companies and media according to public relations strategy?

<p>Companies must provide relevant content for media outlets (C)</p> Signup and view all the answers

Which of the following is an example of corrective action in crisis management?

<p>Taking steps to prevent future incidents (A)</p> Signup and view all the answers

In the context of an overbooked flight incident, what could be a potential reaction from the public?

<p>Outrage over passenger treatment (B)</p> Signup and view all the answers

In the context of crisis management, what is significant about the digital age?

<p>Social media can amplify crises rapidly (A)</p> Signup and view all the answers

Which of the following scenarios is a typical trigger for public relations activities?

<p>Product launches and interviews (C)</p> Signup and view all the answers

Why is it important to keep employees informed during a crisis?

<p>To ensure a coordinated response (C)</p> Signup and view all the answers

What role do influencers play in public relations?

<p>They help disseminate relevant content to their audiences (B)</p> Signup and view all the answers

What is the new media landscape characterized by in public relations?

<p>Utilizing digital platforms for engagement and coverage (C)</p> Signup and view all the answers

What is a Message Map in the context of public relations?

<p>A way to outline key marketing messages (B)</p> Signup and view all the answers

What is the primary focus of Corporate Social Responsibilities (CSR) for companies?

<p>Playing a positive role in the community and considering environmental and social impacts (B)</p> Signup and view all the answers

What does Earned Media Value (EMV) measure?

<p>The value of content gained through PR and marketing activities (A)</p> Signup and view all the answers

What is a common use of the bridging or pivoting technique in communication?

<p>To redirect focus from sensitive topics to key messages (C)</p> Signup and view all the answers

Which statement best describes the marketing approach that targets socially responsible consumers?

<p>Marketing initiatives that emphasize social and environmental consciousness (C)</p> Signup and view all the answers

Why is there no widely accepted formula for calculating Earned Media Value (EMV)?

<p>Different firms advocate for various calculation methods (A)</p> Signup and view all the answers

In the context of CSR, what benefits might result from a company's community initiatives?

<p>Enhanced company reputation and consumer loyalty (A)</p> Signup and view all the answers

What is a potential drawback of the bridging technique during interviews?

<p>It can leave the interviewer misinformed about key topics (D)</p> Signup and view all the answers

What might be a reason for a company to adopt CSR practices?

<p>To attract consumers who are environmentally and socially conscious (D)</p> Signup and view all the answers

Flashcards

Earned Media

Media coverage NOT paid for; it's earned through public relations efforts.

Public Relations (PR)

A strategic communication process to build and maintain positive relationships between a company and its public.

Public Relations (PR) in digital age

Creating buzz through news websites, social media, and online influencers to communicate key messages effectively.

Owned Media

Media channels a company controls, such as its website, blog, or social media pages.

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Paid Media

Media channels a company pays for to reach a wider audience, like advertising.

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PR Agency Role

Creating and distributing content that is relevant and appealing to media to garner coverage.

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Message Map

Identifying key business events or information for effective PR and marketing message communication.

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Symbiotic Relationship (PR)

The mutual benefit between companies seeking media coverage and media outlets providing content and channels.

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United Airlines Crisis

A public relations crisis involving United Airlines when a passenger was forcibly removed from an overbooked flight, causing widespread negative publicity and reputational damage.

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Image Restoration Theory

A theory explaining how individuals or organizations can manage their image after a crisis by employing various strategies to mitigate negative perceptions and restore public trust.

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Denial Strategy

A crisis management strategy where the accused party denies involvement or responsibility for the alleged action.

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Evading Responsibility

Strategies used to shift or minimize the accused party's responsibility for a crisis, including claiming provocation, inability to control events, unintentional actions, or good intentions.

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Reducing Offensiveness

Strategies to lessen the perceived severity of a crisis, including emphasizing positive aspects, minimizing the impact, highlighting differences from similar incidents, focusing on broader implications, attacking the accuser, or offering compensation.

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Corrective Action

A crisis management strategy involving taking steps to address the issue, prevent future occurrences, and demonstrate accountability.

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Mortification

A crisis management strategy that involves acknowledging fault, expressing remorse, begging forgiveness, and committing to changing behaviors.

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Have a plan

A crucial first step in crisis management, ensuring a prepared and coordinated response to a crisis situation.

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Corporate Social Responsibility (CSR)

The idea that businesses should contribute positively to society, considering the environment and social impact of their operations.

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CSR in Marketing

Marketing strategies focused on attracting consumers who value ethical and sustainable products and services.

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Earned Media Value (EMV)

A way to measure the value of media coverage gained through public relations and marketing efforts, without directly paying for that coverage.

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Media Coaching

Training provided by PR agencies to help clients effectively communicate with the media.

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Bridging Technique

A communication strategy used in interviews to gracefully steer the conversation towards a desired topic.

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What is the purpose of the Bridging Technique?

To shift the focus from a challenging question to a desired topic or message that the speaker wants to emphasize.

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Why use Bridging in Interviews?

To maintain control of the message and strategically highlight key points that align with the speaker's objectives.

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How do PR Agencies use the Bridging Technique?

PR agencies train clients to use the bridging technique to steer conversations in a way that promotes their brand message.

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Study Notes

Public Relation and Crisis Management

  • Course: IS3150
  • Semester: AY 24/25 Sem 1
  • Professor: Lai Kok Fung

Learning Outcomes

  • Understand public relations as a form of earned media.
  • Learn about crisis management in the digital age.

Recap: Owned, Paid, and Earned Media

  • Earned Media: Mentions, shares, reposts, reviews.
  • Owned Media: Website, email, podcasts, live events, social media posts.
  • Paid Media: Social media ads, display ads, paid search, sponsorships, retargeting.

PR: Shifting Landscape

  • Old Media: News coverage, print media (newspapers, magazines, TV, radio).
  • New Media: News websites, prominent blogs and social media coverage (shares, retweets, reposts).

Role of a PR Agency

  • You (The Source, Expert): Educate, inform, be a resource.
  • PR Firm (Facilitator, Mediator, Matchmaker): Match client's story with media, negotiate for coverage, protect client's interests.
  • Reporter (Advocate of Readers, The Judge): Interview, gather info, determine value and relevance.

Symbiotic Relationship

  • Companies need to provide relevant and engaging content for media outlets to disseminate to their audience.
  • A good PR professional understands this relationship to maximize coverage for clients.

The Starting Point: Message Map

  • PR is triggered by key events (product launches, interviews, awards, etc.).
  • Ensure key marketing messages are communicated effectively. (Press releases, blog posts, interviews, etc.).
  • The purpose of PR is communication, not just coverage.

Corporate Social Responsibilities (CSR)

  • The idea that companies should play a positive role in the community and environment.
  • In marketing: Attract consumers who want to make a difference through their purchases.
  • Many companies adopt social responsibility in their marketing to benefit their community and products.

Earned Media Value (EMV)

  • EMV measures the value of content gained through PR and marketing activities.
  • No single accepted formula exists; different firms use different calculations.

Media Coaching

  • PR agencies provide media training to clients.
  • Training focuses on understanding the reporter's mindset, maximizing control during interviews, and steering clear of negativity.
  • Skills include handling controversy, listening effectively, and branding without overly selling.

Bridging/Pivoting Technique

  • Bridging/pivoting is a communication strategy for handling challenging interview questions.
  • It involves acknowledging the question but shifting focus to a more comfortable topic (e.g., key marketing messages).

Crisis Management

  • PR crises spread quickly in the digital age.

Cases:

  • Failed: Specific examples of negative PR crises (e.g., United Airlines passenger removal).
  • Success: Specific examples of effective crisis management (e.g., Domino's Pizza crisis).

Image Restoration Theory

  • Image attack on an individual or organization is considered offensive.
  • Communication is aimed at maintaining a favorable reputation.
  • Strategies for crisis response (e.g., denial, evading responsibilities, reducing offensiveness, corrective action, mortification).

Practical Steps in Crisis Management

  • Develop a plan, identify a spokesperson, be honest and open, keep employees informed, communicate with customers/suppliers, update them regularly and use social media strategically.

Schedule and Deadlines

  • Specific times and dates for classes and project presentations.
  • Project submission deadlines.

Class Feedback

  • Evaluation forms and response rates for IS3150-Digital Media Marketing classes.

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