PUR 3000 CORE REVIEW ANSWERS AND QUESTIONS
SET A+
✔✔Crisis Response Strategies - ✔✔Deny
(Denial, Attack accuser, Shifting blame)
Diminish
(Excuse-minize responsibility, Justification-no serious injury or harm resulted)
Repair
(Ingratiation, Bolstering, Corrective action, Apology)
✔✔How to Communicate During a Crisis? - ✔✔Put the public first
Take responsibility
Be honest
Never say "No comment"
Designate a single spokesperson
Set up a central information center
Provide a constant flow of information
Be familiar with media needs and deadlines
Be accessible
Monitor news coverage and telephone inquires
Communicate with key publics
✔✔Reputation Management - ✔✔the collective representation of an organization's past
performance or the track record of the organization in the public's mind
✔✔Image Restoration - ✔✔-Reputation repair and maintenance through effective
issues management, risk communication, and crisis management techniques
-Much easier to keep up a good reputation than restore a negative reputation
-takes up a lot of resources and uses up a lot of built up goodwill
✔✔Intranet-internal communications
Advantages: - ✔✔-Commercial or confidential data is kept secure within the
organization
-Information specifically tailored to the organization
-Staffs' needs can be published
, ✔✔Website-interactive - ✔✔-Giving email address to encourage questions and
feedback
-Provide Facebook or Twitter links
-IT can provide the technical know-how
-Public Relations can share expertise on the formation of messages for various
audiences
-Marketing can communicate the consumer services
✔✔Blog Types - ✔✔Organizational blogs
Employee Blogs
Third-party blogs
✔✔Organizational Blogs - ✔✔usually written by an executive and represents the official
voice of the organization
✔✔Employee Blogs - ✔✔companies need to establish some guidelines for employee
blogs and how they comment on social network sites.
✔✔Third-party blogs: - ✔✔common practice for organizations to establish relationships
with the most relevant and influential bloggers who are talking about the company.
✔✔Social Media - ✔✔-Listening and two-way dialogue are the basis of today's practice.
-Society expects greater transparency and accountability.
-Communication must be more authentic and credible.
-Fully integrated as a major tactic in almost every public relations program or campaign.
✔✔Facebook vs. Twitter - ✔✔-Storytelling vs. Short bursts of information
-Evergreen vs. Real-time content
-Real life friends' vs. Connecting with stranger
✔✔Storytelling vs. Short bursts of information - ✔✔-Facebook content tends to keep
conversations going for longer
-Twitter tends to direct the audience to other sites rather than focusing communication
purely on the platform
✔✔Evergreen vs. Real-time content - ✔✔-The lifespan of engagement with content on
Twitter is shorter
-If you want to post evergreen content, consider Facebook as the medium
✔✔Real life friends' vs. Connecting with stranger - ✔✔-Facebook is full of people we've
met
-Twitter, however, is less about 'real life' friendships. It's perfectly normal for users to
connect with strangers.
SET A+
✔✔Crisis Response Strategies - ✔✔Deny
(Denial, Attack accuser, Shifting blame)
Diminish
(Excuse-minize responsibility, Justification-no serious injury or harm resulted)
Repair
(Ingratiation, Bolstering, Corrective action, Apology)
✔✔How to Communicate During a Crisis? - ✔✔Put the public first
Take responsibility
Be honest
Never say "No comment"
Designate a single spokesperson
Set up a central information center
Provide a constant flow of information
Be familiar with media needs and deadlines
Be accessible
Monitor news coverage and telephone inquires
Communicate with key publics
✔✔Reputation Management - ✔✔the collective representation of an organization's past
performance or the track record of the organization in the public's mind
✔✔Image Restoration - ✔✔-Reputation repair and maintenance through effective
issues management, risk communication, and crisis management techniques
-Much easier to keep up a good reputation than restore a negative reputation
-takes up a lot of resources and uses up a lot of built up goodwill
✔✔Intranet-internal communications
Advantages: - ✔✔-Commercial or confidential data is kept secure within the
organization
-Information specifically tailored to the organization
-Staffs' needs can be published
, ✔✔Website-interactive - ✔✔-Giving email address to encourage questions and
feedback
-Provide Facebook or Twitter links
-IT can provide the technical know-how
-Public Relations can share expertise on the formation of messages for various
audiences
-Marketing can communicate the consumer services
✔✔Blog Types - ✔✔Organizational blogs
Employee Blogs
Third-party blogs
✔✔Organizational Blogs - ✔✔usually written by an executive and represents the official
voice of the organization
✔✔Employee Blogs - ✔✔companies need to establish some guidelines for employee
blogs and how they comment on social network sites.
✔✔Third-party blogs: - ✔✔common practice for organizations to establish relationships
with the most relevant and influential bloggers who are talking about the company.
✔✔Social Media - ✔✔-Listening and two-way dialogue are the basis of today's practice.
-Society expects greater transparency and accountability.
-Communication must be more authentic and credible.
-Fully integrated as a major tactic in almost every public relations program or campaign.
✔✔Facebook vs. Twitter - ✔✔-Storytelling vs. Short bursts of information
-Evergreen vs. Real-time content
-Real life friends' vs. Connecting with stranger
✔✔Storytelling vs. Short bursts of information - ✔✔-Facebook content tends to keep
conversations going for longer
-Twitter tends to direct the audience to other sites rather than focusing communication
purely on the platform
✔✔Evergreen vs. Real-time content - ✔✔-The lifespan of engagement with content on
Twitter is shorter
-If you want to post evergreen content, consider Facebook as the medium
✔✔Real life friends' vs. Connecting with stranger - ✔✔-Facebook is full of people we've
met
-Twitter, however, is less about 'real life' friendships. It's perfectly normal for users to
connect with strangers.
