APR Brand Management & Reputation Management 3

Question 1

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

Accepted Answer

Ability, benevolence, and integrity

Answer

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

Question 2

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

Accepted Answer

Consistent alignment between organizational values and actions

Answer

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

Question 3

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

Accepted Answer

Proactively identifying and addressing emerging trends that could affect the organization

Answer

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.

Question 4

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?

Accepted Answer

Mortification strategy

Answer

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

Question 5

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

Accepted Answer

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

Answer

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

(APR) Accreditation in Public Relations Certified Practice Test

(APR) Accreditation in Public Relations Certified Practice Test

APR Brand Management & Reputation Management 3