ABC Public Relations & Brand Management Flashcards

When a brand faces a reputational threat from a viral social media post, the FIRST recommended action is to:

Answer: Monitor the conversation and assess the facts before responding

Gathering facts and monitoring the situation before responding prevents ill-informed reactions that could escalate the reputational risk.

What is 'share of voice' (SOV) in brand communications?

Answer: The percentage of total market advertising spend a brand represents compared to competitors

Share of voice measures a brand's proportion of total advertising or media presence in a market compared to competitors, indicating visibility and competitive standing.

In brand management, 'brand equity' is best defined as:

Answer: The added value a brand name provides to a product beyond its functional attributes

Brand equity represents the premium value consumers attach to a brand based on perceptions, loyalty, and associations beyond the product itself.

Which public relations evaluation method measures campaign outcomes rather than outputs?

Answer: Measuring changes in audience awareness, attitude, or behavior

Outcome measurement assesses actual changes in audience knowledge, attitudes, or actions, providing a true evaluation of PR effectiveness.

A 'dark site' in crisis PR refers to:

Answer: A pre-built website kept offline until needed during a crisis to provide accurate information

A dark site is a pre-prepared web property that can be quickly activated during a crisis to communicate accurate, timely information to stakeholders and the public.

According to ABC standards, what is the key difference between 'publicity' and 'public relations'?

Answer: Publicity is focused on gaining media attention, while PR encompasses the broader management of all organizational communications and relationships

Publicity is a subset of PR focused specifically on media exposure, while PR encompasses managing all communications with all stakeholder groups.