CBM Brand Crisis Communication 2

Question 1

Which communication principle is best illustrated by a CEO appearing on live television within hours of a product recall?

Accepted Answer

Visible leadership

Answer

Visible leadership during a crisis reassures stakeholders that the brand is taking responsibility at the highest level.

Question 2

A brand discovers a social media rumor is false but spreading rapidly. The BEST first step is to:

Accepted Answer

Publish a clear factual rebuttal with evidence

Answer

Providing factual evidence quickly counters misinformation before it becomes widely accepted as truth.

Question 3

What does the term 'crisis containment' mean in brand communication?

Accepted Answer

Limiting the spread and impact of negative narratives through proactive messaging

Answer

Crisis containment involves strategic messaging to prevent a crisis from escalating or spreading to unaffected brand areas.

Question 4

During a brand crisis, 'bridging' in media interviews refers to:

Accepted Answer

Transitioning from a difficult question to a key message the brand wants to convey

Answer

Bridging allows spokespersons to acknowledge a question and then redirect to the brand's core message or response.

Question 5

Which metric is MOST useful for evaluating the effectiveness of crisis communication in the immediate aftermath?

Accepted Answer

Sentiment analysis of media coverage and social mentions

Answer

Real-time sentiment analysis reveals how audiences are responding to crisis messaging and whether narratives are shifting.

(CBM) Certified Brand Manager Practice Test