COM 105 Final Exam || 100% verified answers.
Image, Identity: correct answers 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 correct answers 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) correct answers
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) correct answers 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
Image, Identity: correct answers 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 correct answers 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) correct answers
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) correct answers 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
