ABC ABC Public Relations & Brand Management 2 — Questions and Answers
Question 1: When a brand faces a reputational threat from a viral social media post, the FIRST recommended action is to:
- Delete all company social media accounts
- Monitor the conversation and assess the facts before responding (Correct answer)
- Issue an immediate apology regardless of fault
- Contact legal counsel to file a defamation lawsuit
Correct 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.
Question 2: What is 'share of voice' (SOV) in brand communications?
- The percentage of total market advertising spend a brand represents compared to competitors (Correct answer)
- The number of employee brand ambassadors
- The volume of press releases issued per quarter
- A brand's social media follower count
Correct 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.
Question 3: In brand management, 'brand equity' is best defined as:
- The book value of brand-related assets on the balance sheet
- The added value a brand name provides to a product beyond its functional attributes (Correct answer)
- The total marketing budget allocated to branding
- The number of brand trademarks registered
Correct 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.
Question 4: Which public relations evaluation method measures campaign outcomes rather than outputs?
- Counting press clippings
- Measuring changes in audience awareness, attitude, or behavior (Correct answer)
- Tallying the number of press releases distributed
- Tracking media impressions
Correct 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.
Question 5: A 'dark site' in crisis PR refers to:
- A negative review website created by critics
- A pre-built website kept offline until needed during a crisis to provide accurate information (Correct answer)
- A social media account used for negative campaigns
- An internal intranet accessible only in emergencies
Correct 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.
Question 6: According to ABC standards, what is the key difference between 'publicity' and 'public relations'?
- Publicity involves paid placements; PR does not
- Publicity is focused on gaining media attention, while PR encompasses the broader management of all organizational communications and relationships (Correct answer)
- Publicity is only for product launches; PR is only for crisis management
- There is no difference — the terms are interchangeable
Correct 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.
ABC ABC Public Relations & Brand Management 2
When a brand faces a reputational threat from a viral social media post, the FIRST recommended action is to: