CH-13-16 Events and Promotions – Think Public Relations : Exam Guide

This Document Contains Chapters 13 to 16 Chapter 13—Events and Promotions 13.1 Multiple Choice Questions 1. Why are meetings considered vital public relations tools? A) Management will likely approve of them in advance. B) They provide an opportunity for an audience to gather face-to-face. C) They fulfil a basic human need to convene and socialize. D) Both B and C. E) They are considered to be the most time-efficient of all communication tools. Answer: D 2. Which of the following is a question that event planners must ask? A) What is the purpose of the event? B) How many people will attend? C) Who will attend? D) Who will speak? E) all of the above Answer: E 3. All of the following “to do’s” have to be done before an event EXCEPT: A) settle accounts with restaurant or hotel. B) determine the best date and time for event. C) select the restaurant or other facility. D) prepare a timetable for the events. E) all of the above. Answer: A 4. Which of the following items should be considered when planning a meeting? A) lighting B) screens or monitors C) seating and tables D) speaker’s podium E) all of the above Answer: E 5. Speakers need to know all of the following about a meeting EXCEPT: A) information about the meeting sponsor and attendees B) meeting purpose and objectives C) average audience age D) anticipated size of the audience E) topic and length of presentation Answer: C 6. The going rate for a typical “bread and butter” business-type speaker is A) $500. B) $5,000 to $10,000. C) $15,000 to $20,000. D) $30,000 to $40,000. E) $50,000. Answer: B 7. When planning a banquet, which factors requires the closest attention? A) The budget. B) The facilities. C) The food plan. D) Beverage service. E) Seating arrangements. Answer: A 8. Which public relations event shows visitors the facilities where an organization does its work and how the work is done? A) a concert B) familiarization trip C) press conference D) open house E) community outreach Answer: D 9. The purpose of an open house is to A) give away merchandise. B) create favorable opinion about the organization. C) reveal the personality of the CEO. D) build cohesion in organization’s staff. E) revisit key strategic plans. Answer: B 10. Which of the following is a not concern when a practitioner is planning a convention? A) timing B) audience C) planner fatigue D) facilities E) program Answer: C 11. What are the two required elements to get people to attend a convention? A) An appealing program. B) Discounted hotel rooms. C) A concerted effort to persuade members to attend. D) A and B only E) A and C only. Answer: E 12. Any booth or exhibit at a trade show should be A) designed for maximum visibility. B) staffed by celebrities. C) designed to accommodate journalists’ equipment. D) easily assembled. E) all of the above. Answer: A 13. All of the following are trade show considerations EXCEPT: A) make display booth visually attractive. B) involve visitors. C) always offer food. D) have knowledgeable representatives. E) all of the above. Answer: C 14. When pitching a trade show to a journalist, it is most important to A) Include a news release to make the journalist’s job easier. B) make hotel accommodations for the journalist. C) be creative in pitching ideas. D) show why the company’s products or services merit the journalist’s time. E) Both C and D. Answer: E 15. All of the following are tips for working with the media at a trade show EXCEPT: A) plan major announcements to coincide with the show. B) include the name of the trade show in all news releases. C) include the booth number in all releases. D) pay for everything you can. E) train spokespeople to make brief presentations. Answer: D 16. Which of the following is not a reason to hold a promotional event? A) to fulfil orders from management B) to promote sales C) to increase organizational visibility D) to make friends E) to raise money for a charitable cause Answer: E 17. Why do corporations sponsor various events that are covered by the media? A) To cut through the media clutter. B) To please company stockholders. C) To establish brand identity. D) A and C only. E) To achieve an immediate return on investment. Answer: D 18. All of the following are questions to ask when considering sponsoring an event EXCEPT: A) can the company afford to fulfil its obligation? B) is it too closely aligned to our organizational objectives? C) does the event reach the organization’s target audience? D) are the event organizers experienced and professional? E) does the event give the organization a chance to develop new contracts and business opportunities? Answer: B 19. Hiring a celebrity for a promotional event is considered A) a risky move, because you never know how they will behave. B) a creative solution to any situation. C) a time-honored tool for increasing media attendance. D) too expensive for most organizations. E) a tired technique that should usually be avoided. Answer: C In planning logistics for a promotional event, which consideration is as important as lighting, sound or signage? A) Traffic flow B) Security C) Liability insurance D) Cleanup E) Restroom facilities Answer: B 13.2 True/False Questions 1. An important aspect of meetings is that they fulfill a basic human need to convene and socialize. Answer: True 2. Individuals attending meetings or events utilize all five senses in the process. Answer: True 3. A large meeting site will make people feel it was important, regardless of the number of attendees. Answer: False 4. More than anything, public relations professionals organize open houses and plant tours to sell the company brand. Answer: False 5. Printing of the convention program should be delayed until the last possible moment. Answer: True 6. Event management companies have tried using online and social media to increase attendance at conventions, but without much success. Answer: False 7. At trade shows, all booths and exhibits should be designed for maximum visibility, above all else. Answer: True 8. For a corporation, the best reason to sponsor an event is to gain an immediate return on investment. Answer: False 9. It’s important to involve visitors at a trade show booth. Answer: True 10. Security at public events is a significant aspect that should get as much attention as lighting, sound, and signage. Answer: True 13.3 Essay Questions 1. In planning an open house, public relations professionals must consider a number of factors. List some of these factors and explain why they are important for a successful open house. Answer: Planning factors include: day and hour, guests, publicity and invitations, vehicle parking, reception, restrooms, safety, routing, guides, explanations, housekeeping and attire, and emergencies. Because the purpose of an open house is to create favorable opinion about the organization, the event must be carefully planned, thoroughly executed and smoothly conducted according to all of the factors listed above. 2. You are the junior-level public relations staff member at Tacoma Community College. One of your first major projects is to plan and facilitate a strategic planning meeting between college faculty, students, and community stakeholders. What questions do you first need to ask? What are the most important considerations in setting up the meeting and ensuring its success? Answer: At the outset, one must understand the significance of group meetings. They provide an opportunity for an audience to gather face-to-face, and fulfill a basic human need to convene, to socialize, and to participate in group activities. Begin the planning process by asking: What is the purpose of the meeting? How many people will attend? Who will attend? When and where will the event be held? How long will it last? Who will speak? Which topics will be covered? Which facilities will be needed? Who will run the meeting? How do we get people to attend? Once these questions are answered, other important planning considerations will include the meeting location, meeting invitations, getting the meeting started, speakers, and meals. Chapter 14—Global Public Relations 14.1 Multiple Choice Questions 1. Global public relations is also called A) international consumer relations. B) global marketing. C) international public relations. D) stakeholder public relations E) crisis management. Answer: C 2. In other languages, public relations is referred to as A) consumer relations. B) stakeholder management. C) public diplomacy. D) It depends; some languages have no such term. E) marketing. Answer: D 3. Why has China experienced explosive public relations growth? A) It has become industrialized. B) It has embraced a relatively free-market economy. C) International pressure has forced it to do so. D) To keep up with global competitors. E) Both A and B. Answer: A 4. About one-third of U.S. corporate profits are generated through: A) international business. B) search engines. C) government agencies. D) referrals. E) international crises. Answer: A 5. Which is not a Hofstede cultural dimension that addresses cultural differences? A) power distance B) individualism C) uncertainty avoidance D) hierarchy E) all of the above Answer: D 6. The communication styles of Asian and Arab nations are considered A) high context. B) low context. C) intercultural. D) in-depth. E) interconnected. Answer: A 7. European and American communication styles are considered A) high context. B) low context. C) purposefully vague. D) always strategic. E) none of the above. Answer: B 8. Which of the following is most true regarding the role of public relations in globalization? A) It has outpaced marketing in recent decades. B) It has put a human “face” on corporations. C) It has come under intense criticism overseas. D) It has been most successful in developing nations. E) It has worked to open all markets to outside competitors. Answer: E 9. To avoid alienating any segment of the press, news releases distributed in Malaysia should be distributed in: A) one language. B) two languages. C) four languages. D) English. E) as many languages as possible. Answer: C 10. When utilizing social media around the world, public relations practitioners must do everything EXCEPT: A) Choose the right social network for the market. B) Clear social media initiatives with foreign governments. C) Find out what people like. D) Localize content. E) Interact. Answer: B 11. The centerpiece of Coke’s Open Happiness” campaign was A) using social media to focus on the unity of humanity. B) highlighting Coke’s bid for the World Cup. C) encouraging product trials by opinion leaders. D) using social media to outpace the recent Pepsi campaign. E) going global with new soda flavors. Answer: A 12. Public relations professionals must explain the benefits of globalization to all the following groups EXCEPT: A) companies. B) nongovernmental organizations (NGOs). C) international institutions (e.g., World Trade Organization). D) governments. E) all of the above. Answer: D 13. Which is NOT an activity of the United States Information Agency (USIA)? A) stationing of public affairs officers at every American embassy B) publication of books and magazines C) distribution of American films and TV programs D) sponsoring tourism programs E) all of the above Answer: D 14. All legal, political, fundraising, public relations and lobbying consultants hired by foreign governments to work in the U.S. must register with which of the following departments? A) Department of Justice B) Department of Defense C) Department of Commerce D) Department of Transportation E) Department of Foreign Transactions Answer: A 15. Which of the following is a reason why a foreign country might hire a U.S. public relations firm to conduct public relations efforts on its behalf in America? A) advance political objectives B) advance the country’s commercial interests C) assist in communications in English D) help modify laws and regulations inhibiting the client’s activities in the United States E) all of the above Answer: E 16. With regard to issues such as labor, health, and the environment, nongovernmental organizations (NGOs) are perceived by the public as: A) less credible than news media. B) more credible than news media. C) underfunded and overzealous. D) more bureaucratic. E) less strategic. Answer: B 17. Which of the following courses would be least helpful to a student who wishes to pursue a career in international public relations? A) international relations B) global marketing techniques C) foreign languages D) supply chain management E) cross-cultural communication Answer: D 18. For students wishing to pursue careers in international public relations, all of the following advice is useful EXCEPT: A) Exercise political restraint. B) Make your decision early. C) Take a range of international courses. D) Do not assume you have an “inside track” on employment. E) Learn at least one other language. Answer: A 19. Fleishman Hillard received an $800,000 contract to A) repair the image of the English soccer team. B) promote German beer in American pubs. C) promote the “image” of Turkey in mainstream media. D) design the Vancouver Olympics logo. E) none of the above. Answer: C 20. Which nation in Africa has made strides in developing its public relations industry? A) Nigeria B) Uganda C) Algeria D) South Africa E) none of the above Answer: A 14.2 True/False Questions 1. Global public relations is also called international public relations. Answer: True 2. The practice of public relations has grown most in developing nations. Answer: False 3. China, in particular, has experienced explosive growth in public relations. Answer: True 4. India offers especially promising growth as an international market. Answer: True 5. Even companies that don’t operate in the United States may engage in lobbying the U.S. government. Answer: True 6. In terms of revenue, Wal-Mart is the world’s largest company. Answer: True 7. “Confidence building” still has not replaced “relationship building” in the international arena. Answer: False 8. At the height of the Cold War, the United States Information Agency (USIA) had nearly 12,000 employees. Answer: True 9. Although NGOs have gained public trust in recent years, they still lag behind the news media. Answer: False 10. American students can assume that they have the “inside” track on working for a U.S.-based global corporation. Answer: False 14.3 Essay Questions 1. What is global public relations? Define it with some examples. What are some of the key factors in global public relations? Address these from the viewpoints of public relations professionals representing U.S. corporations in other nations, and conversely from the perspective of public relations professionals representing foreign corporations in the United States. Answer: Global public relations, also called international public relations, comprises the planned and organized efforts of accompany, institution or government to establish and build relationships with the publics of other nations. Public relations professionals representing U.S. corporations in other nations face a range of challenges: competing with other large corporations, dealing with sustainable development, boycotts, and good corporate citizenship. The challenge in the 21st century is “confidence building.” Public relations professionals representing foreign corporations in the United States can expect to work on behalf of their clients to advance their products, services and political interests in the United States. This is a growing sector of international public relations; according to the Center for Pubic Integrity, 1,150 companies with headquarters in about 100 nations engaged lobbyists to influence U.S. policy and budgets. 2. Discuss career opportunities in international public relations. What should interested university students do to prepare for such a career? Answer: International public relations is a promising and rapidly growing career sector. The field needs practitioners with an interest in and knowledge of foreign cultures as well as top-notch public relations skills. The decision to seek a career in international public relations should be made early, so that a student has time to take courses in international relations, global marketing techniques, strategic public relations planning, foreign languages, social and economic geography, and cross-cultural communication. Graduate study is an asset. Students should also study abroad for a semester or serve an internship with a company r organization in another nation. Finally, students should consider taking the U.S. Foreign Service Officers’ examination, a required test for anyone pursuing a career in international government. Chapter 15—Corporate Public Relations 15.1 Multiple Choice Questions 1. The large size of corporations: A) can distance them from stakeholders. B) is easily comprehended by consumers. C) engenders trust from members of their publics. D) is overlooked when stories of its misdeeds appear in the mass media. E) none of the above. Answer: A 2. Recent negative publicity about business makes it imperative that companies A) endear themselves to stockholders. B) work harder to go after consumers. C) regain their credibility and public trust. D) encourage the media to overlook negative stories. E) “double down” on tight budgets. Answer: C 3. According to a survey, 82 percent of respondents believe that good corporate citizenship: A) is worthless. B) makes companies less competitive. C) contributes to meeting financial objectives. D) is not possible in today’s business environment. E) is only possible with nonprofits. Answer: C 4. Why do corporations seek to achieve better reputations? A) It wards off increased government regulation. B) It boosts employee morale. C) It affects the bottom line. D) It helps them better retain top CEOs. E) A, B and C. Answer: C 5. Which of the following is NOT one of the categories that General Electric considers when making decisions? A) political B) technological C) philosophical D) environmental E) economic Answer: C 6. A survey conducted by Hill & Knowlton found that Canadian CEOs believe which of the following is the biggest threat to their company’s reputation? A) employee misconduct B) shoddy products C) print and broadcast media D) cyber terrorism E) government regulation Answer: C 7. When conducting media relations, the public relations practitioner’s role includes all of the following EXCEPT: A) Interpreting their companies and clients to the media. B) Showing chief executives how media relations can serve their interests. C) Providing background and briefing reporters on business operations. D) Standing in the middle of a corporate-media “tug-of-war.” E) All of the above. Answer: E 8. In the United States, which government agency regulates truth in advertising? A) National Highway Traffic Safety Administration B) Federal Trade Commission C) Securities and Exchange Commission D) Food and Drug Administration E) Alcohol, Tobacco, and Firearms Answer: B 9. Customer satisfaction has always been considered important because of the power of A) the media. B) news releases and brochures. C) the continual stream of new products. D) “word of mouth” advertising. E) government crackdowns. Answer: D 10. Why has customer service traditionally been kept separate from the public relations department at most companies? A) Customer service is a complex specialty of its own. B) Public relations professionals are better trained in media relations. C) The two disciplines are too different to work together. D) It generates too many internal turf battles. E) It does not make sense; the two functions should be combined. Answer: E 11. Which of the following is NOT a recommendation for working with activist consumer groups? A) agree to work with anyone making threats B) work with groups more interested in finding solutions than attracting publicity C) offer transparency D) turn their suggestions into action E) all of the above Answer: A 12. A survey of consumers showed that 63 percent of consumers corporate reputation was highly affected by A) keeping prices low. B) how well they treated employees. C) profit margins for investors. D) well-written and informative messages. E) high-profile corporate sponsorships. Answer: B 13. According to a survey by Towers Perrin, 50 percent of employees believe that: A) their employers try too hard to “spin” the truth. B) their employers do not tell them the truth. C) their employers are doing something illegal. D) their employers are on the verge of bankruptcy. E) their employers are secretly working for a foreign government. Answer: A 14. Which government regulatory agency oversees the financial matters of public companies? A) Justice Department B) Federal Trade Commission C) Securities and Exchange Commission D) Bureau of Alcohol, Tobacco and Firearms E) none of the above Answer: C 15. The initials IPO stand for: A) investor programs only. B) investing processing outside. C) initial public offering. D) initial purchase option. E) imitation public option. Answer: C 16. When companies manage all the sources of information about a product or service as to ensure maximum message penetration, this is known as IMC or: A) integrated messaging concepts. B) integrated marketing communications. C) interior message coordination. D) individual marketing creations. E) none of the above. Answer: B 17. Which of the following is a good example of “cause-related” marketing? A) distribution of writing pads to school children B) distribution of a country-western music tour C) allocating a percentage of sales to restore the Statue of Liberty D) a 10-city tour by the company president E) none of the above Answer: C 18. The primary purpose of “viral marketing” is to: A) stimulate impulse purchases or downloads. B) entertain people. C) get worldwide attention for CEO. D) make a political statement. E) join a cause. Answer: A 19. Corporate sponsorships provide all of the following EXCEPT: A) An immediate return on brand investment B) reputation and image enhancement C) brand visibility D) a focal point for marketing and sales E) publicity and media coverage Answer: A 20. Corporations should participate in corporate philanthropy in order to build all EXCEPT their: A) business. B) publicity. C) brand equity. D) stakeholder relations. E) All of the above. Answer: B 15.2 True/False Questions 1. The large size of corporations may impress stakeholders, but it is unlikely to distance them. Answer: False 2. Walmart’s $419 billion in global sales is more than the combined gross national product (GNP) of many nations. Answer: True 3. Negative publicity about specific corporations means that all companies must work to regain credibility and public trust. Answer: True 4. Many CEOs view the print and broadcast media as the biggest threat to their company’s reputation. Answer: True 5. Customers are more likely to share a good consumer experience than a bad one. Answer: False 6. Offering low prices is always the key to customer satisfaction. Answer: False 7. In a recent survey, 81 percent of respondents said they expected companies to play a positive, active role in society. Answer: True 8. Use cause-related marketing as a tactic to repair your organization’s image after a major scandal. Answer: False 9. While corporate giving is socially responsible, it doesn’t do much for gaining and retaining customers. Answer: False 10. It’s important for a company to publicly announce layoffs and discuss their effects as quickly as possible. Answer: True 15.3 Essay Questions 1. Describe the advantages and pitfalls of philanthropy or other forms of corporate social responsibility (CSR). What are the public’s expectations, and how do corporations deliver without appearing too self-serving? Answer: Corporate philanthropy and other forms of CSR demonstrate community goodwill and polish the corporation’s reputation as a good citizen. There’s also evidence that corporate giving is good for gaining and retaining customers. At the same time, the public expects that CSR initiatives will be genuine and lasting. Companies must be very careful about touting their good deeds so the public does not become skeptical about their motivation. Gaining publicity should never be the company’s only objective. Companies should concentrate on the people they help, and they programs they showcase should be more than “window dressing.” 2. You are the vice president of public relations for a large corporation that is battling a consumer activist group. How would you approach the group? What strategic decisions need to be made? Describe some of the “Dos” and “Don’ts” of working with consumer groups. Answer: Consumer activists who demand changes in corporate policies can pose a serious and complex threat to corporate reputation, and their efforts can ultimately affect company sales. Activists could even organize a boycott against the company. At the strategic level, the company must first weigh the potential impact of the allegations on customers and the expected effect on sales before deciding on a course of action. Once that decision is made, do work with groups who are more interested in finding solutions than attracting publicity. Do offer transparency. Activists who believe you rare not being open with them are unlikely to keep dealing with you. Do turn their suggestions into action; activists want results. At the same time, don’t get emotional when dealing with advocacy groups. Don’t agree to work with anyone making threats. Finally, don’t expect immediate results. Working with adversaries takes patience, and establishing trust takes time. Chapter 16—Entertainment, Sports, and Tourism 16.1 Multiple Choice Questions 1. Whether one is working with entertainment or sports, which of the following is most true? A) Both fall outside the mainstream of public relations work. B) Both are “entertainment.” C) Both deal with celebrity. D) B and C only. E) All of the above Answer: D 2. Generally speaking, where does celebrity come from? A) natural public curiosity B) despite research, it is unknown C) nurturing by publicists D) internal talent management E) A and C only. Answer: E 3. A dominant aspect of today’s mass media is the cult of: A) suspicion. B) celebrity. C) media bias. D) amateur content. E) none of the above. Answer: B 4. The first step in conducting a personality campaign is to: A) prepare a biography of the client. B) interview the client. C) plan a marketing strategy. D) research competitors. E) begin image repair. Answer: B 5. The primary goal of any campaign for an entertainment event is to: A) win friends. B) attract celebrities. C) neutralize hostile audiences. D) sell tickets. E) make sure the food is good. Answer: D 6. “Drip-drip-drip” publicity occurs when: A) a steady output of information is produced. B) repetition is employed in key messages. C) you annoy people until they listen to your pitch. D) alliteration is peppered throughout your publicity materials. E) none of the above. Answer: A 7. One danger of excessive promotion of a celebrity is that: A) the public will love him or her too much. B) other celebrities will become jealous. C) audience expectations will become too high. D) none of the above. E) all of the above. Answer: C 8. Professional entertainment publicity work is concentrated in A) New York B) Los Angeles C) Both New York and Los Angeles D) New York and Las Vegas E) Nashville Answer: C 9. Most movie publicity is aimed at ____________ year olds, who make up the largest movie-going population. A) 6–12 B) 12–24 C) 24–34 D) 34–54 E) 54–74 Answer: B 10. Seventy-three percent of the respondents in the “Moviegoers: 2010” study said: A) they believe movies have gotten worse. B) they often go to movies just for the food. C) they first heard about a movie through television advertisements. D) they tweeted their friends about a movie they saw. E) they believe movie reviewers are not honest. Answer: C 11. Which industry provides excellent opportunities for market-based public relations (i.e., product promotion)? A) pharmaceutical B) high-tech C) nursing care D) fast food E) home improvement Answer: D 12. Sports publicity programs at both the college and professional levels are designed to do which of the following? A) arouse public interest in teams and players B) sell tickets to games C) promote corporate sponsors D) all of the above E) A and C only Answer: D 13. Which professional sport has embraced Twitter and is encouraging its athletes to “tweet”? A) golf B) basketball C) football D) baseball E) tennis Answer: A 14. The work of sports publicists can include all of the following EXCEPT: A) distributing information about clients B) trying to stir emotions C) managing errands for clients D) soothing pubic displeasure E) providing sports crisis management Answer: C 15. Which of the following is the world’s most popular sport? A) soccer B) football C) golf D) tennis E) baseball Answer: A 16. Professor Lance Kinney’s study on sports event sponsorship found: A) no impact on stock prices. B) significant increases in stock prices. C) decrease in stock prices. D) increased dissatisfaction among shareholders. E) decreased morale among the company’s employees. Answer: B 17. Which of the following is the responsibility of a travel promotion professional? A) stimulating the public’s desire to visit a place B) arranging for the travelers to reach it C) making sure that visitors are well treated when they get there D) all of the above E) none of the above Answer: D 18. Of the following items, which is most critical to the travel and tourist industry? A) treating travelers well B) packaging “fam” trips for travel writers C) pitching to the right publication D) crisis management E) special event planning Answer: A 19. Which of the following words is “key” in travel public relations? A) value B) happiness C) delivery D) timeliness E) packaging Answer: E 20. Regarding crisis management in the travel industry, which of the following is most true? A) Traditionally, the PR function has been too slow to react. B) It is an important part of public relations work. C) Crises can be complex and come in many forms. D) Crises can usually be managed from within the company. E) B and C only. Answer: B 16.2 True/False Questions 1. From a public relations standpoint, there’s not much difference between promoting sports and entertainment. Answer: True 2. Clients who employ publicists realize that tangible returns are desirable but not always attainable. Answer: False 3. The number and circulation of celebrity magazines continue to increase every year. Answer: True 4. Attracting attendance at an event requires a well-planned public relations campaign. Answer: True 5. Doing movie tie-ins with fast-food chains can actually harm a movie’s box-office revenues. Answer: False 6. When a team is losing, a sports publicist’s life turns grim. Answer: True 7. The World Cup is the most costly of all sports sponsorships. Answer: True 8. While some sports franchises have embraced Twitter, the Professional Golf Association (PGA) has clamped down on athletes’ tweeting habits. Answer: False 9. If travelers are not treated well on a trip, it is not only the travel company’s responsibility; it is also a public relations issue. Answer: True 10. Fortunately, crisis management is no longer a key public relations skill in the travel industry. Answer: False 16.3 Essay Questions 1. Choose a celebrity whom would be difficult to represent as a publicist and/or agent. Explain why this would be so. What counsel would you give that person to address notable problem areas that receive negative publicity? Answer: Answers will vary. However, all answers should mention the six-step publicity process on pages 331333. The public relations practitioner must remember that he/she is responsible for both protecting the client from bad publicity and generating positive news. The celebrity client should be counseled that although the public relations practitioner can practice limited damage control, routine misconduct will be difficult to defend to the media and key publics. Defending such misconduct may also run counter to the public relations professional’s ethical principles. All media relations must be handled through public relations counsel. If the celebrity is involved with a company or brand (as many are), the celebrity should be counseled that although negative publicity can initiate or rekindle interest in them, such publicity is potentially more harmful to the company or brand. Choosing a celebrity like Kanye West could be challenging for a publicist or agent due to his unpredictable behavior and controversial statements. To address negative publicity: 1. Crisis Management: Implement a proactive crisis management plan to swiftly address controversies and provide context or apologies where necessary. 2. Media Training: Conduct regular media training to help him communicate more effectively and diplomatically in public settings. 3. Strategic Messaging: Focus on promoting positive aspects of his career and personal life to balance out negative perceptions. 4. Team Coordination: Ensure close coordination between his publicist, agent, and legal team to handle legal issues and protect his image. 5. Social Media Strategy: Develop a thoughtful approach to social media to avoid impulsive posts and use platforms strategically to engage fans positively. By addressing these areas, Kanye West could mitigate negative publicity and maintain a more favorable public image. 2. Imagine you are the public relations representative for Carnival Cruise Lines, the parent company that owns the Cost Concordia cruise ship. You have just received word that the ship has run aground off the Tuscany coast with 4,200 passengers aboard. What is your first move? How do you counsel top management? Equally important, how do you manage this crisis in the short and long term? Answer: Students should begin by drawing upon the crisis management principles discussed in Chapter 8: Managing Competition and Conflict. This case is complicated by the fact that the ship’s captain, a company employee, was allegedly at fault for the accident, and then tried to lie about it. The practitioner’s first move must be to establish the facts of the situation. From there, he/she must discuss them frankly and directly with top management. The company should have a crisis management plan in place for just such a crisis. Working from this plan, the public relations practitioner must immediately address key publics, starting with families of the stranded passengers and employees, the media, and the traveling public. Since misinformation flourishes in a vacuum, all publics must be reassured with facts and reliable information coming from one source within the Carnival organization. The cardinal rule of crisis communication is, “Tell it all and tell it fast.” Indeed, the public relations practitioner must follow this rule with special urgency here. In the long term, Carnival Cruise Lines may have to hire outside public relations counsel to help rebuild the Carnival brand and the company’s stock value. As the public relations representative for Carnival Cruise Lines facing the Costa Concordia crisis: 1. Immediate Response: First, ensure the safety and well-being of passengers and crew. Coordinate with rescue efforts and provide accurate updates to media and families. 2. Counsel to Top Management: • Advise transparency and empathy in initial statements to show concern for those affected. • Recommend appointing a spokesperson with crisis management experience to handle media inquiries. • Stress the importance of swift action and cooperation with authorities. 3. Short-Term Crisis Management: • Issue regular updates to media and stakeholders with verified information. • Arrange for immediate assistance and support for passengers and crew. • Offer a hotline or communication channel for families seeking information. 4. Long-Term Strategy: • Conduct a thorough investigation into the incident and collaborate fully with authorities. • Implement safety enhancements and operational changes based on investigation findings. • Develop a comprehensive communication plan to rebuild trust and reassure future passengers. By prioritizing safety, transparency, and proactive communication, Carnival Cruise Lines can navigate the crisis effectively in both the short and long term, aiming to minimize reputational damage and restore confidence among stakeholders. Test Bank for Think Public Relations Dennis L. Wilcox, Glen T. Cameron, Bryan H. Reber, Jae-Hwa Shin 9780205916788, 9780205857258