Brand Management & Reputation Management Flashcards

The 'trust triangle' in reputation management is built on which three foundational elements?

Answer: Ability, benevolence, and integrity

Mayer, Davis, and Schoorman's trust model identifies ability (competence), benevolence (caring), and integrity (honesty) as the three core dimensions that build stakeholder trust.

A PR practitioner developing a brand reputation strategy should prioritize which of the following as the foundation of all messaging?

Answer: Consistent alignment between organizational values and actions

Sustained reputation is built when messaging consistently reflects actual organizational behavior, ensuring stakeholders see authenticity rather than manufactured claims.

In the context of reputation management, 'issues management' is BEST defined as:

Answer: Proactively identifying and addressing emerging trends that could affect the organization

Issues management is a proactive process of scanning for emerging societal, political, or industry trends that may create reputational risk, allowing organizations to respond before issues become crises.

When an organization faces a crisis that seriously harms its reputation, which strategy involves the organization accepting responsibility and expressing genuine concern for those affected?

Answer: Mortification strategy

The mortification strategy, drawn from Benoit's image restoration theory, involves fully accepting responsibility and expressing sincere remorse to begin repairing stakeholder relationships.

A PR team is tasked with repositioning an established brand to attract a younger demographic. The MOST important first step is to:

Answer: Conduct research to understand the target audience's values, preferences, and perceptions

Research must precede repositioning to ensure new messaging authentically resonates with the target audience's actual values and preferences, not assumptions about them.

Which of the following BEST illustrates the concept of 'reputational risk'?

Answer: A supplier's unethical labor practices are exposed, damaging the associated brand's credibility

Reputational risk includes third-party associations—a supplier's ethical failures can directly tarnish the brand linked to them, illustrating the interconnected nature of reputation.

The PRSA Code of Ethics' core value of 'loyalty' in the context of reputation management means a practitioner should:

Answer: Remain loyal to the profession's standards even when clients request unethical actions

The PRSA loyalty standard obligates practitioners to serve client interests while remaining faithful to the profession's ethical standards, never compromising integrity for client expediency.