Hemann Ch.11 Test Bank Anticipating a Crisis

Chapter 11: Anticipating a Crisis

1. Crisis situations can rapidly emerge and impact any company. Digital data gives companies a mechanism to monitor issues before they become a full-blown crisis as well give them more specific feedback during a crisis which informs the company’s responses. What digital data is most useful for brands during a crisis?
   1. Search data
   2. Web analytics data
   3. News/ Mainstream press
   4. Social conversation data
2. What are the three phases of the crisis issues management model developed by W20 Group?
   1. Correct history
   2. Respond rapidly
   3. Face the crisis day
   4. Collect all intelligence possible
   5. Identify known issues
3. Influencer relationship management is an important piece of the crisis issue management model. What are the best practices listed below for working with influencers are it relates to crisis management?
   1. Influencer campaigns that provide gifts/incentives for them to give favorable POVs
   2. Influencer pro/con profiles
   3. Content seeding in strategic locations
   4. Email marketing campaigns to identified influencers
   5. Proactive outreach to influencers to discuss the current issue
4. Identifying the issues is the sole focus and responsibility of public relations. They bear the brunt of managing and responding to a crisis for a brand. Is this statement true or false?
   1. True
   2. False
5. According to data from Twitter, leading B2C companies are only responding to 20% of tweets directed at their customer service accounts. Is this statement true or false?
   1. True
   2. False
6. After due diligence has been performed and the issues have been identified and mapped to the parts of the company that will be affected, what should a company do next? Choose the best answer below:
   1. Begin responding to combat the crisis
   2. Build dashboards and reporting to monitor the crisis
   3. Research and analyze the online conversations
   4. Create and execute an influencer outreach campaign
7. Chapter 11 also describes the community management map developed for crises by David Armano several years ago. What do the W20 crisis issue management model and Armano’s community management map have in common?
   1. They both rely on social data exclusively for intelligence
   2. They both prioritize speed of response
   3. They both make issue identification the biggest step
8. Communication during a crisis is even more scrutinized than normally. What is one way a company can avoid stumbling with their communications when responding to a crisis?
   1. Ensure the most senior executive communicates the respond
   2. Respond as quickly as possible to as many issues as possible
   3. Respond to the first issue that has been identified and keep adding from there
   4. Analyze the conversations to identify positive and negative words being used
9. Pick the tools that can be used to identify positive or negative components of a conversation that can be used to inform a crisis described in the previous question.
   1. Google analytics
   2. Wordle
   3. SEMRush
   4. Unmetric
   5. Moz
   6. Google Trends
10. After you’ve successfully survived a crisis, what activities should you engage in when it’s over to correct history and maximize recovery?
    1. Evaluate your research and score yourself
    2. Disengage with influencers to avoid communication burnout
    3. Stop monitoring via dashboards and alerts
    4. Disengage content syndication partners
    5. Perform post-mortem analysis on your content response performance
    6. Identify the channels that worked best for future use