CBM Brand Crisis Communication 3

Question 1

The 'steal thunder' crisis strategy involves:

Accepted Answer

Proactively disclosing bad news before others reveal it

Answer

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?

Accepted Answer

Affected consumers and retailers

Answer

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?

Accepted Answer

Situational Crisis Communication Theory (SCCT)

Answer

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?

Accepted Answer

Transparently informing affected users and outlining remediation steps

Answer

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?

Accepted Answer

Contradictory or speculative statements may deepen reputational damage

Answer

Releasing information before it is verified can lead to corrections that erode credibility and amplify negative coverage.

(CBM) Certified Brand Manager Practice Test

(CBM) Certified Brand Manager Practice Test

CBM Brand Crisis Communication 3