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COM 105 Final Exam
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Exam of 23 pages for the course AGCJ 105 Exam 1 at AGCJ 105 Exam 1 (COM 105 Final Exam)
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COM 105 Final ExamImage, Identity: - ANS-Image: is the reflection of an organizations identity. It is the
organization as seen from the viewpoint of its constituencies
Organizations can get a better sense of their image (as conveyed through identity) by
conducting research with constituents. This research should be both qualitative and
quantitative
lgos are a key element of an organization's identity and they must be treated as such.
Companies often institute name changes to signal identity changes, to make their
identities better reflect their realities, or to account for organizational changes
Logos are perhaps more important than names because of their visual nature
though organization can differentiate themselves based on identity through names and
logos
Pg. 114
Image Campaigns - ANS-Step One: Conduct and Image Audit. Asses the current reality,
how does the public currently view the organization? FedEx took action after learning
that its customer constituency was no longer using its official name. Pg. 121
Step Two:
Set Identity Objectives. A positive example of clear objectives leading to necessary
change is Kentucky Fried Chicken's desire to change its image and menu in the mid
1990's as a result of changes in American dietary habits. Pg. 122
Step Three:
Once the identity audit is complete and clear objectives are established, the next phase
in the identity process is actual design. For example if the company is undergoing a
global expansion, the addition of the word "international" might be the best alternative.
Companies also should ensure that logos continue to reflect accurately the company's
reality and should consider modifications. Dunkin Donuts
Step Four:
,Once the final design is selected and approved by everyone involved, consultants
develop models using the new symbols or name. For products, prototype packaging
shows how the brand image may be used in advertising
Step Five:
Given the time involved and the number of people included in the process, news about
future changes can easily be leaked to the public. Sometimes such publicity is a positive
event, as it can create excitement and a sense of anticipation. Still, such chance
occurrences are no substitute for a formal introduction
Step Six:
The final stage is implementation, which can take years in large companies and a
minimum of several months for small firms. Pg. 126
What is a preventable crisis? (Review preventable risks...Risk management) -
ANS-Preventable risks are internal coming from the organization. Controllable and
ought to be eliminated or avoided. Best managed through active prevention
Strategy Risks: ex: stock market. Voluntarily accepts some risks
External Risks: What if everything that goes wrong does? Because you can't prevent
these, management must work to identify them
Effective Risk Communication (7 Dimensions) - ANS-1. Operations;
Restore confidence in the brand, organization,
individual, or activity; and rebuild relationships especially with the victims-while at the
same time
reducing media coverage of the story because
the organization, which created the situation, is
actually doing what the community expects.
Candor:
Being open and honest. "It's our fault"
"It shouldn't have happened"
"We are helping the families
through these terrible times"
Use appropriate
spokespeople with
statements. Avoid news
releases
, Explanation:
Immediately correct
erroneous information with
more current, more accurate
info
Find the truth
Take conclusive action:
Close the stores
Declaration:
Talk from the victims' point
of view
Minimize technical stuff
Avoid disingenuous
phrases: "if we could turn
the clock back..., these
things happen..., we'll set
new standards for
everyone..."
Contrition:
Remorseful and penitent.
Talk and act like someone
that you care about has
been hurt.
Meet with families
Let employees speak for
the company
Consultation:
Announce a panel of
independent experts to
study, recommend, and
report publicly.
Let government agencies
do the talking, while you
concentrate on solving the
problem
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