CBM Brand Crisis Communication 3 — Questions and Answers
Question 1: The 'steal thunder' crisis strategy involves:
- Attacking competitors during your own crisis
- Proactively disclosing bad news before others reveal it (Correct answer)
- Using humor to deflect from crisis coverage
- Withholding information until legal review is complete
Correct answer: Proactively disclosing bad news before others reveal it
Stealing thunder means the brand controls the narrative by self-disclosing a crisis, which research shows reduces reputational damage compared to being exposed.
Question 2: In a product contamination crisis, which audience should typically receive communication FIRST?
- Financial analysts and investors
- General public via mass media
- Affected consumers and retailers (Correct answer)
- International media outlets
Correct answer: Affected consumers and retailers
Affected consumers and channel partners are the most at-risk audiences and must be notified immediately for safety and legal reasons.
Question 3: Which crisis communication model emphasizes matching the level of response to the level of crisis responsibility?
- RACE Model
- Situational Crisis Communication Theory (SCCT) (Correct answer)
- Integrated Marketing Communications Model
- PESO Model
Correct answer: Situational Crisis Communication Theory (SCCT)
SCCT, developed by W. Timothy Coombs, links crisis response strategies to the degree of organizational responsibility for the crisis.
Question 4: A brand facing a cyber data breach should prioritize which of the following in its communication plan?
- Emphasizing the brand's market share achievements
- Transparently informing affected users and outlining remediation steps (Correct answer)
- Delaying all communication until the breach is fully resolved
- Redirecting blame to the software vendor exclusively
Correct answer: Transparently informing affected users and outlining remediation steps
Transparency and remediation steps are legally required in many jurisdictions and are essential for maintaining consumer trust post-breach.
Question 5: What is the primary risk of over-communicating during a brand crisis?
- Audiences may become better informed than intended
- Contradictory or speculative statements may deepen reputational damage (Correct answer)
- Competitors may learn too much about internal operations
- Legal teams may lose control of the narrative
Correct answer: Contradictory or speculative statements may deepen reputational damage
Releasing information before it is verified can lead to corrections that erode credibility and amplify negative coverage.
Question 6: Which element distinguishes a 'brand crisis' from a routine 'brand problem'?
- The number of social media posts about the event
- The potential to fundamentally threaten brand reputation, operations, or stakeholder trust (Correct answer)
- The involvement of a celebrity spokesperson
- Whether the event occurs during peak sales season
Correct answer: The potential to fundamentally threaten brand reputation, operations, or stakeholder trust
A crisis differs from a problem by its potential to severely and fundamentally damage the brand's long-term equity and relationships.
Question 7: During a crisis press conference, a spokesperson is asked a question they cannot yet answer. The BEST response is:
- Speculate based on early information to appear informed
- Decline to answer any questions until legal clears every statement
- Acknowledge the question, explain why the information isn't available yet, and commit to a follow-up (Correct answer)
- Redirect every question to a written press release
Correct answer: Acknowledge the question, explain why the information isn't available yet, and commit to a follow-up
Acknowledging the gap and committing to follow up demonstrates honesty and accountability without spreading unverified information.
CBM Brand Crisis Communication 3
The 'steal thunder' crisis strategy involves: