Thẻ ghi nhớ: CCO201 | Quizlet

What is a significant influence on the content produced by journalists?

A. The journalists' personal preferences

B. Editorial desks and news routines

C. Public opinion polls

D. The competitors' media strategies

B

Which concept involves an organization communicating consistently across all channels to establish a unified corporate identity?

A. Differentiation

B. Hierarchical communication

C. Fragmentation

D. Integration

D

Which CSR initiative focuses on integrating environmental care into business operations?

Planet dimension

Philanthropy

Profit dimension

People dimension

Planet dimension

Which of the following best defines a corporate identity?

A. The values and mission of the CEO

B. A company's desired image and reputation

C. The legal structure of an organization

D. A company's yearly profits

B

Which of the following is a common organizational driver for integration?

A. Reducing the number of employees

B. Enhancing operational efficiency

C. Eliminating marketing communication

D. Increasing product diversification

B

Which of the following terms refers to an issue that has escalated into public debate and media attention?

A. Active issue

B. Latent issue

C. Dormant issue

D. Resolved issue

A

What is the purpose of a pre-emptive message style in communication?

A. Prevent competitors from using similar claims

B. Promote emotional connections

C. Emphasize industry trends

D. Focus on financial outcomes

A

What role does social media play in employee communication?

A. It's only used for external branding, not for internal communication

B. It facilitates information sharing and community building

C. It decreases transparency

D. It limits employee engagement

B

Which is the first stage of contigency plans to prepare for crises?

A. Minimal planning around a few contingency plans

B. More extensive planning but limited to natural disasters and potential human errors

C. Extensive contigency plans and training of personnel

D. Incorporating environmental scanning and early warning systems

A

A crisis typically poses both a financial and ______ threat to the organization.

A. reputational

B. operational

C. situational

D. additional

A

communication models stress commitment to representation and consensus, rather than diversity, conflict and creativity. This may also be a reason for stakeholders to be cynical about stakeholder 'participation' or 'engagement' programmes initiated by companies.

A. Liberal democratic

B. Participatory democratic

C. Conflict resolution

D. Two-way

A

Which type of stakeholder typically has legitimacy and urgency but lacks power?

A. Definitive

B. Dormant

C. Dependent

D. Dangerous

C

What does the term "ideology" refer to in the context of news organizations?

(2 options)

A. The political party affiliation of the organization

B. The personal beliefs of the journalists

C. A set of normative principles and values

D. The technical skills required for journalism

CD

What type of crisis is often classified as 'accidental in crisis communication?

A. Natural disasters affecting business operations

B. Financial fraud

C. Being caught intentionally polluting the environment

D. Negative social media reviews

A

What is the primary focus of Corporate Social Responsibility (CSR)?

A. Reducing costs

B. Maximizing profits

C. Creating societal value

D. Enhancing shareholder returns

C

What benefit does a strong corporate reputation bring?

A. Reduced costs

B. Enhanced stakeholder trust

C. Improved operational efficiency

D. Short-term market gain

B

What may happen if employee communication is largely top-down?

A. Employees will feel empowered and engaged

B. Employees may experience it as limiting and oppressive

C. It will lead to increased collaboration among employees

D. It will improve employees' morale

B

Which of the following is NOT typically involved in crisis communication planning?

A. Identifying probable crises

B. Establishing a crisis response team

C. Conducting regular press conferences

D. Developing contingency plans

C

What risk does over-promoting CSR activities pose?

A. Gaining excessive media attention

B. Losing market share

C. Being perceived as greenwashing

D. Increasing employee turnover

C

What strategy is suggested for managing non-supportive stakeholders?

A. Proactive engagement

B. Minimal communication

C. Collaboration

D. Prioritization of resources

A

: According to the World Business Council for Sustainable Development, CSR is defined as:

The responsibility of companies to maximize shareholder value

A strategic approach for gaining competitive advantage

A legal requirement for all businesses

The commitment by business to contribute to economic development while improving the quality of life for employees, families, and society at large

The commitment by business to contribute to economic development while improving the quality of life for employees, families, and society at large

What is the main purpose of managing corporate identity in an organization?

A. To increase operational efficiency

B. To establish a favorable image with stakeholders

C. To decrease financial risks

D. To reduce production costs

B

A public concern about an organization's decision is called a(n):

A. Crisis

B. Issue

C. Campaign

D. Strategy

B

According to the stakeholder model, which of the following best describes the relationship between organizations and stakeholders?

A. Linear and hierarchical

B. One-way communication

C. Interdependent and mutual

D. Transactional and optional

C

An event that requires immediate action due to public pressure is considered a:

A. Risk

B. Crisis

C. Latent issue

D. Financial concern

B

Employee communication can lead to stronger organizational identification when:

A. There is a one-way communication flow

B. Employees are given more autonomy

C. Managers use upward and downward communication effectively

D. Employees have no control over their work-life balance

C

How is "strategic public relations" described?

A. A means of coordinating communication across all disciplines

B. A tool for promoting product launches

C. A function focused on shareholder engagement

D. An approach limited to financial communication

A

In the context of corporate communication, which of the following represents the broader scope compared to marketing communication?

A. Customer satisfaction

B. Limited to internal communication

C. Focus on advertising only

D. Strategic communication with all stakeholders

D

In the context of stakeholder management, what is the primary purpose of using the dialogue strategy?

A. To advertise products and services

B. To build mutual understanding and engagement

C. To gather competitive intelligence

D. To limit stakeholder influence

B

What are 'Communities of Practice' in employee communication?

A. Informal networks for employees to share knowledge

B. Legal forums for discussing employee grievances

C. External media groups

D. Government associations

A

What does the "authenticity" attribute in corporate communication refer to?

A. The degree to which the organization's values are embedded in its culture

B. The financial stability of the organization

C. The number of market segments targeted

D. The organization's market share

A

What does the "people" dimension in the triple bottom line of CSR stand for?

Profit maximization

Employee well-being and societal support

Environmental protection

Regulatory compliance

Employee well-being and societal support

What does the "stakeholder concept" emphasize in enrporate communication?

A. Focusing only on customers

B. Balancing communication with all key groups influencima the organization

C. Prioritizing shareholders' interests over others

D. Eliminating the need for internal communication

B

What does the concept of "crowd-casting" refer to in the context of social media?

A. Broadcasting company messages through traditional media channels

B. Enabling stakeholders to self-organize and produce content about an organization

C. Developing a top-down communication strategy

D. Implementing hierarchical control over media content

B

What does the term 'consolidation' refer to in the context of corporate communication?

A. Diversifying communication efforts

B. Centralizing communication activities into unified departments

C. Decentralizing strategic decision-making

D. Isolating communication from other business functions

B

What factor significantly enhances organizational identification according to recent studies?

A. Use of external media

B. Limited employee participation

C. High employee turnover

D. Adequate and reliable internal communication

D

What is a characteristic of the neo-classical economic theory of organizations?

A. It focuses on stakeholder welfare over profits

B. It emphasizes social contracts and moral obligations

C. It prioritizes profit-making for shareholders

D. It supports shared value creation

C

What is a communication strategy primarily concerned with?

A. Decreasing production costs

B. Establishing a long-term direction for corporate communication

C. Maximizing shareholder value

D. Managing customer complaints

B

What is a consequence of ineffective corporate communication strategies in multinational corporations?

A. Increased profits

B. Enhanced brand loyalty

C. Coordination challenges between headquarters and divisions

D. Shorter product lifecycles

C

What is a distinctive characteristic of a "monolithic corporate identity"?

A. All products and services are branded with separate identities

B. The organization uses a single name across all products and services

C. The organization separates the identity of each business unit

D. The organization does not engage in public communication

B

What is a key benefit of using a corporate branding approach instead of product branding?

A. Reduced advertising costs

B. Enhanced reputation and stakeholder alignment

C. Decreased market visibility

D. Improved product functionality

B

What is a key characteristic of successful leadership communication?

Use of formal language

Withholding information

Articulating a clear vision

Avoiding face-to-face interaction

Articulating a clear vision

What is a pre-emptive message style used for?

A. Communicating generic industry claims

B. Emphasizing a company's specific capabilities in a way that prevents competitors from doing the same

C. Addressing short-term internal issues

D. Reducing environmental threats

B

What is a primary driver for integrating communication within organizations?

A. Need for improved product quality

B. Demand for strategies alignment with business goals

C. Desire for a hierarchical management structure

D. Lack of communication professionals

B

What is a primary goal of Corporate Social Responsibility (CSR) initiatives in the stakeholder management model?

A. To create societal value and sustainability

B. To maximize shareholder value

C. To increase short-term sales

D. To reduce operational costs

A

What is a significant risk associated with corporate use of social media?

A. Potential for stakeholders to spread negative information rapidly

B. Lower operational costs

C. Greater alignment between corporate messages

D. Increased control over employee communication

A

What is the first step in conducting a stakeholder salience analysis?

A. Evaluating stakeholder legitimacy

B. Classifying stakeholders based on urgency

C. Identifying stakeholder power, legitimacy, and urgency

D. Developing a CSR strategy

C

What is the first step in effective issues management?

A. Developing a crisis plan

B. Scanning the environment for latent issues

C. Hiring a public relations team

D. Announcing a public statement

B

What is the function of 'council meetings' in corporate communication?

A. Conducting market surveys

B. Reviewing past performance and coordinating communication strategies

C. Organizing corporate events

D. Planning product launches

B

What is the key advantage of using focus groups in communication research?

A. It offers in-depth insights into stakeholders' perceptions and attitudes

B. It provides large-scale numerical data

C. It is faster than conducting surveys

D. It eliminates the need for qualitative analysis

A

What is the main difference between the stakeholder model and the input-output model?

A. The stakeholder model prioritizes customers over employees

B. The stakeholder model recognizes interdependencies with various groups, while the input-output model does not

C. The input-output model focuses on mutual benefits, while the stakeholder model emphasizes profits

D. The input-output model prioritizes market stakeholders, while the stakeholder model does not

B

What is the main focus of "process evaluation" in a communication campaign?

A. Determining the creative appeal of a message

B. Measuring the cost-effectiveness and quality of execution

C. Assessing the financial returns of a campaign

D. Calculating the total media reach

B

What is the main goal of "thought leadership" in issue management?

A. Ignoring public concerns

B. Withdrawing from media interactions

C. Increasing market share

D. Leading the discourse and providing solutions

D

What is the main objective of crisis communication?

A. To deflect public opinion

B. To assure stakeholders of organizational responsibility and compliance

C. To minimize costs

D. To hire legal counsel

B

What is the main purpose of employee communication within organizations?

A. Increase the employee turnover

B. Strengthen employee commitment and morale

C. Monitor employee performance

D. Enhance financial productivity

B

What is the main role of environmental scanning in corporate communication?

A. Identifying potential employees

B. Developing new products

C. Gathering and interpreting information from the external environment

D. Setting budget targets

C

What is the primary benefit of combining upward and downward communication?

A. It allows managers to give directives effectively

B. It enables employees to engage in decision-making processes

C. It reduces the need for training sessions

D. It controls the spread of external information

B

What is the primary benefit of using a pre-campaign survey?

A. It identifies financial objectives

B. It gathers initial insights to shape the campaign's approach

C. It reduces costs

D. It tests new technologies

B

What is the primary focus of community relations as a part of a company's CSR?

A. Internal organizational change

B. Engagement with local residents

C. Profit maximization

D. Stakeholder management

B

What is the primary goal of a crisis communication plan?

A. Increase media coverage

B. Train employees on financial analysis

C. Limit the negative impact on stakeholders and reputation

D. Launch new product lines

C

What is the primary objective of corporate communication as defined?

A. To create and maintain favorable reputations with stakeholder groups

B. To manage the company's internal budget

C. To increase sales and market share

D. To develop a company's annual reports

A

What is the primary purpose of company-specific reputation research?

A. To identify the financial performance of competitors

B. To create a new product line

C. To promote internal communication

D. To assess how an organization is perceived and valued by different stakeholder groups

D

What is the purpose of message framing in a communication strategy?

A. To provide financial support to stakeholders

B. To influence how stakeholders perceive and respond to a message

C. To segment the customer base by region

D. To limit communication to internal audiences only

B

What is the purpose of setting themed messages in communication strategies?

A. To focus on specific strengths, values, or achievements of the organization

B. To highlight the financial strength of the company

C. To reduce production costs

D. To segment the employee base

A

What is the relationship between corporate identity and corporate reputation?

A. Coorporate identity is the visual representation, while corporate reputation is the perception held by stakeholders

B. Corporate identity is focused on sales, while reputation is focused on quality

C. Reputation is a subset of corporate identity

D. Corporate identity and corporate reputation are synonymous

A

What is the role of a "gatekeeper" in media organizations?

A. Managing financial operations

B. Deciding which news items get published

C. Monitoring social media activity

D. Drafting corporate policies

B

What is the term used to describe a company's formal and structured engagement with its stakeholders?

Corporate reporting

CSR communication

Stakeholder integration

Community outreach

CSR communication

What role do "house-style manuals" play in corporate communication?

A. Establishing a company's financial policies

B. Designing new products

C. Regulating the visual and verbal presentation of corporate identity

D. Managing customer service operations

C

What type of change involves the complete restructuring of an organization, redefining its mission and purpose?

Additive change

Substitutive change

Evolutionary change

Convergent change

Substitutive change

Which attribute is central to the Vision-Culture-Image (VCI) Alignment Model?

A. Legitimacy

B. Authenticity

C. Transparency

D. Vision

D

Which attribute is essential for successful leadership communication during organizational change?

Efficiency

Transparency

Authenticity

Flexibility

Authenticity

Which communication strategy aims to achieve commitment through joint decision-making?

Withhold and uphold strategy

Tell and sell strategy

Equal dissemination strategy

Consensus-building strategy

Consensus-building strategy

Which concept is highlighted as increasingly important due to new media and technology?

A. Stakeholder management

B. Corporate ethics

C. Interactive communication models

D. Market segmentation

C

Which concept is highlighted by the Vision-Culture-Image (VCI) Alignment Model?

A. The interaction between communication and technology

B. The use of symbolic communication in marketing

C. The importance of tactical management in crisis communication

D. The alignment of corporate vision, internal culture, and external image

D

Which corporate identity strategy is most appropriate for organizations with diverse product lines targeting separate market segments?

A. Monolithic identity

B. Hybrid identity

C. Public identity

D. Branded identity

C

Which is a key challenge for corporate communication in the Web 2.0 media landscape?

A. Reaching traditional media audiences

B. Reducing advertising costs

C. Creating print media content

D. Managing fragmented and interactive audiences

D

Which leadership style is focused on day-to-day operations rather than strategic movements?

Transformational leadership

Transactional leadership

Situational leadership

Charismatic leadership

Transactional leadership

Which limitation is often associated with syndicated reputation rankings?

A. They focus primarily on visibility and financial performance

B. They include too many variables

C. They are only conducted once every five years

D. They lack any standardization

A

Which of the following attributes is not part of Birkigt and Stadler's model of corporate identity?

A. Symbolism

B. Behavior

C. Communication

D. Leadership

D

Which of the following best defines a "primary stakeholder"?

A. A group involved in financial transactions crucial for the organization's survival

B. A group that offers marketing and promotional support

C. A group that only has moral concerns

D. A group that affects organizational operations but is not crucial for survival

A

Which of the following best describes "organizational identification"?

A. The overlap between an employee's personal values and corporate values

B. A financial assessment tool

C. A legal framework for employee rights

D. A network of external stakeholders

A

Which of the following best describes an omnichannel communication approach?

A. Using a single channel for targeted communication

B. Integrating multiple communication channels to provide a consistent message

C. Excluding online communication tools from campaigns

D. Limiting communication to traditional media

B

Which of the following best describes the concept of "organizational identity"?

A. A set of visual symbols used in advertising

B. Core values and beliefs shared within the organization

C. A short-term marketing strategy

D. A financial measure of brand value

B

Which of the following describes a "latent issue"?

A. An issue that is currently being debated publicly

B. An issue that has been resolved

C. An issue that is present but not yet visible in public debates

D. An issue that concerns only one stakeholder group

C

Which of the following describes a fundamental change in the media landscape brought by social media?

A. Moving from mass communication to personal face-to-face interaction

B. Focusing solely on internal communication channels

C. Shifting from one-way communication to interactive conversations

D. Prioritizing direct financial reporting over marketing communication

C

Which of the following digital tools has become crucial for media relations in the changing media landscape?

A. Printed news reports

B. Online newsrooms

C. Billboards

D. Cold calling

B

Which of the following factors is a market-based driver for integrating communication within organizations?

A. Increased competition and need for a unified corporate reputation

B. Reduction in communication costs

C. Implementation of new internal policies

D. Demand for employee satisfaction

A

Which of the following is a benefit of a strong corporate reputation?

A. Reduced need for employee training

B. Increased stakeholder trust and loyalty

C. Decreased brand visibility

D. Lower production costs

B

Which of the following is a significant factor affecting employee voice and participation?

A. Corporate advertising

B. Upward communication systems

C. Customer complaints

D. Shareholder influence

B

Which of the following is considered the core task of corporate communication practitioners?

A. Developing new products

B. Building, maintaining, and protecting the company's reputation

C. Managing financial risks

D. Conducting market research

B

Which of the following is NOT a key element in building effective media relations?

A. Timely communication

B. Being transparent and open

C. Avoiding contentious topics

D. Establishing long-term relationships

C

Which of the following is NOT a strategy for managing active issues?

A. Buffering

B. Bridging

C. Advocacy

D. Evasion

D

Which of the following is not part of a strategic communication planning model?

A. Defining communication objectives

B. Developing message styles

C. Selecting media strategy

D. Setting a vision for the organization

D

Which of the following principles is not part of the PARC model for successful social media use?

A. Participatory

B. Resourceful

C. Authoritative

D. Credible

C

Which of the following strategies is used when the organization does not want to address the issue publicly?

A. Advocacy

B. Thought leadership

C. Buffering

D. Bridging

C

Which principle is emphasized by the Barcelona Principles for communication measurement?

A. Focusing only on quantitative metrics

B. Prioritizing the measurement of outcomes rather than outputs

C. Using only traditional research methods

D. Ignoring social media impact

B

Which research method is best for understanding stakeholder perceptions through in-depth discussion?

A. Surveys

B. Content analysis

C. Observational research

D. Focus groups

D

Which research method uses a structured questionnaire to collect data?

A. Focus groups

B. Content analysis

C. Surveys

D. Interviews

C

Which stakeholder group includes those who influence organizations but are not involved in financial transactions?

A. Equity stakeholders

B. Economic stakeholders

C. Dormant stakeholders

D. Influencer stakeholders

D

Which step involves defining specific and measurable communication objectives for campaigns?

A. Strategic intent

B. Media strategy

C. Planning and execution

D. Measurement and evaluation

A