ABC Crisis Communication 2

Question 1

Which principle of crisis communication states that organizations should acknowledge uncertainty rather than speculate when facts are unknown?

Accepted Answer

Transparency without speculation

Answer

Transparency without speculation means admitting what you do not yet know rather than guessing, which preserves credibility.

Question 2

In the Situational Crisis Communication Theory (SCCT), which cluster represents crises where the organization has minimal responsibility, such as natural disasters?

Accepted Answer

Victim cluster

Answer

The victim cluster in SCCT includes natural disasters and product tampering where the organization is also harmed, carrying minimal attribution of responsibility.

Question 3

A spokesperson is asked a loaded question during a crisis press conference. The BEST technique for redirecting without being evasive is:

Accepted Answer

Bridging to key messages after briefly acknowledging the question

Answer

Bridging acknowledges the question, then transitions to prepared key messages, keeping the spokesperson in control while remaining responsive.

Question 4

Which metric is MOST useful for evaluating the effectiveness of crisis communication in the immediate 24-hour period after an incident?

Accepted Answer

Accuracy and speed of initial public statement

Answer

In the first 24 hours, the accuracy and timeliness of the initial statement is the primary benchmark because it sets the tone for all subsequent coverage.

Question 5

When a crisis involves multiple organizations, establishing a Unified Command structure primarily serves to:

Accepted Answer

Coordinate messaging and avoid contradictions across organizations

Answer

Unified Command aligns spokespersons from multiple entities so that public statements remain consistent and do not create confusion or contradiction.

(ABC) Accredited Business Communicator Practice Test

(ABC) Accredited Business Communicator Practice Test

ABC Crisis Communication 2