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?

To communicate with customers quickly Signup and view all the answers

What is the primary purpose of public relations?

To effectively communicate key marketing messages Signup and view all the answers

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

Coverage in online news websites or blogs Signup and view all the answers

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

Minimizing the impact of the act Signup and view all the answers

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

Companies must provide relevant content for media outlets Signup and view all the answers

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

Taking steps to prevent future incidents Signup and view all the answers

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

Outrage over passenger treatment Signup and view all the answers

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

Social media can amplify crises rapidly Signup and view all the answers

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

Product launches and interviews Signup and view all the answers

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

To ensure a coordinated response Signup and view all the answers

What role do influencers play in public relations?

They help disseminate relevant content to their audiences Signup and view all the answers

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

Utilizing digital platforms for engagement and coverage Signup and view all the answers

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

A way to outline key marketing messages Signup and view all the answers

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

Playing a positive role in the community and considering environmental and social impacts Signup and view all the answers

What does Earned Media Value (EMV) measure?

The value of content gained through PR and marketing activities Signup and view all the answers

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

To redirect focus from sensitive topics to key messages Signup and view all the answers

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

Marketing initiatives that emphasize social and environmental consciousness Signup and view all the answers

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

Different firms advocate for various calculation methods Signup and view all the answers

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

Enhanced company reputation and consumer loyalty Signup and view all the answers

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

It can leave the interviewer misinformed about key topics Signup and view all the answers

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

To attract consumers who are environmentally and socially conscious Signup and view all the answers

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.

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.

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Description

This quiz covers key concepts in public relations and crisis management as part of the IS3150 course for AY 24/25 Semester 1. You'll explore the distinctions between owned, paid, and earned media, and understand the evolving nature of public relations in the digital age. Prepare to engage with current strategies used by PR agencies.