Ethics
What's NOT an Ethical Pillar in PR?
Fairness
Confidence
Honesty
Transparency
Confidence
What does the last letter mean in the acronym "RPIE"?
A) Extracurricular
B) Enterprise
C) Evaluate
D) Expectation
C) Evaluate
What is the first of the four R's of crisis?
A) Roles
B) Rules
C) Rolls
D) Rust
A) Roles
Which is NOT a way to fill the trust bucket?
Treat people well
Stay people-centered
Create simple systems
Distribute polished marketing videos
Distribute polished marketing videos
Which of the following can be social media content ideas?
A) Special day tie-ins
B) Trivia/guessing
C) Voting
D) All the above
D) All the above
What is NOT a way to protect a company's ethics?
A) avoid copyright material
B) purchase followers to insure a larger and diverse following
C) review every post and tweet
D) respond to an issue immediately
B) purchase followers to insure a larger and diverse following
What is the R in RPIE?
1. research
2. results
3. Refer
4. Refine
1. research
What is NOT part of the 4 R's of crisis communication?
A) Roles
B) Risks
C) Relationships
D) Resources
B) Risks
Why is it important to fill the trust bucket?
Because you need to decide who needs to know and in what order.
Because you need to have a list of questions people might ask.
Because trust can help you get past a crisis more easily.
Because trust can help you get past a crisis more easily.
What slogan does Nike use to attract consumers as well as represent themselves as an athletic brand?
A) "Im lovin' it"
B) "All in, Or Nothing"
C) "Just Do It"
D) "Wear it, Be a Winner
C) "Just Do It"
When it comes to legal issues, which option isn't a main consideration?
A) Defamation , avoiding false statements.
B) Copyright, obtain permission from those in control.
C) Privacy, having respect for individuals rights.
D) Client conflict management
D) Client conflict management
Which of the following is NOT an example of quantitative evaluation?
a. Social, web analytics
b. Polling
c. Focus group discussions
d. Number of event attendees
c. Focus group discussions
When a crisis hits, what information do you need to gather?
A, Who, what, when, where, why
B. As many resources as possible
C. A statement even if you don't have the facts
D. None of these
A, Who, what, when, where, why
What does it mean to release information Inside Out during a crisis?
A) Communicate within company/organization first
B) Speak to media first
C) "Beat around the bush"
D) Communicate to HR first
A) Communicate within company/organization first
What’s the first step of building brand equity?
1. Awareness
2. Preference
3. Loyalty
4. Social Media
1. Awareness
What is the last step of the Ethical Decision-Making Framework?
A) Make a decision and implement
B) Identify the Ethical Issue
C) Evaluate the outcome
D) Gather relevant information
C) Evaluate the outcome
Which of the following is a good example of a good quantitative evaluation idea?
A) Social media, web analytics
B) Focus groups
C) Observing Behavior
D) Social Comments
A) Social media, web analytics
Which of the following is the most important first step when preparing communication for a crisis?
A) Speculate on possible outcomes to keep people informed
B) Confirm the information to avoid spreading unverified details
C) Draft a statement without consulting other team members if they don’t have time to review
D) Share all available information immediately to prevent panic
B) Confirm the information to avoid spreading unverified details
Which of these is NOT one of the three suggested parts of a reaction ?
A. Know and own the problem
B. Know the solution
C. Know the stakes and risks
D. Communicate well and often
Know the stakes and risks
Which example best represents branding ?
A. Cultivating strong customer relationships
B. The processes of creating logos
C. Setting the price of a product
D. Increasing sales
A. Cultivating strong customer relationships
Which is NOT a step in the ethical decision making framework?
A. Identify the ethical issue
B. Gather relevant information
C. Truthful communication
D. Consider alternatives and consequences
C. Truthful communication
What kind of data is ideal in an effective PR campaign?
A. qualitative
B. quantitative
C. outputs
D. outcomes
D. outcomes
What are the 4 r’s of crisis communication?
A. Roles, relationships, resources, and reaction
B. Roles, relationships, reaction, and reputation
C. Repercussions, relationships, reputation, and resources
D. Repercussions, roles, reputation, and resources
A. Roles, relationships, resources, and reaction
How can a Devil’s Advocate help in a crisis?
Write snappy social media posts
Bring up potential critical questions
Support team members
Heckle the media
Bring up potential critical questions
Which of the following is a good example of brand consistency?
A) A social media post that has a different color pilot.
B) Providing the same experience across many locations.
C) A social media post that is the same color scheme but different message.
D) Using more than one source to reach your audience.
B) Providing the same experience across many locations.