Brand Management & Reputation Management Flashcards

Which concept best describes the overall perception that stakeholders hold about an organization based on its past actions, communications, and behaviors?

Answer: Organizational reputation

Organizational reputation is the collective perception stakeholders hold about an organization based on its history, conduct, and communications over time.

A PR practitioner conducts a reputation audit to assess how the organization is perceived. Which tool is most commonly used to measure reputation across multiple stakeholder groups?

Answer: Reputation Quotient (RQ)

The Reputation Quotient (RQ), developed by the Harris Poll and Charles Fombrun, measures reputation across six dimensions among multiple stakeholder groups.

When an organization's actions consistently align with its stated values and mission, PR practitioners say the organization has achieved:

Answer: Reputational capital

Reputational capital is the accumulated trust and goodwill built when an organization's actions consistently match its stated values, giving it a buffer during crises.

Which of the following is the MOST effective first step when an organization's reputation has been damaged by a product recall?

Answer: Conduct stakeholder analysis to understand affected parties

Stakeholder analysis identifies who is affected and what their concerns are, which is essential before developing any strategic response to reputational damage.

Corporate Social Responsibility (CSR) initiatives contribute to reputation management primarily because they:

Answer: Demonstrate alignment between organizational values and societal expectations

CSR initiatives signal that the organization cares about stakeholders beyond shareholders, building goodwill and reinforcing a positive organizational identity.

In brand management, the 'brand promise' refers to:

Answer: The commitment a brand makes to deliver a specific experience to its audiences

A brand promise is the commitment an organization makes to consistently deliver a specific value or experience to its stakeholders, forming the foundation of brand trust.

Which approach to reputation management focuses on monitoring and responding to online conversations about an organization across social platforms and review sites?

Answer: Online reputation management (ORM)

Online reputation management (ORM) involves monitoring digital channels for brand mentions and strategically responding to shape the organization's online perception.