CCP Crisis Communication & Reputation Management 2

Question 1

Which element is most critical in the first hour of a corporate crisis response?

Accepted Answer

Acknowledging the situation and expressing concern

Answer

Expressing acknowledgment and concern in the first hour establishes goodwill and demonstrates organizational responsibility before full facts are available.

Question 2

A 'dark site' in crisis communication refers to:

Accepted Answer

A pre-built website ready to activate during a crisis

Answer

A dark site is a pre-prepared website that organizations activate during a crisis to provide timely, centralized information to the public.

Question 3

The 'steal thunder' strategy in crisis management involves:

Accepted Answer

Proactively disclosing negative information before others report it

Answer

Stealing thunder means self-disclosing bad news first, which research shows results in less reputational damage than being exposed by outside parties.

Question 4

Situational Crisis Communication Theory (SCCT) was developed by:

Accepted Answer

W. Timothy Coombs

Answer

W. Timothy Coombs developed SCCT, which prescribes crisis response strategies based on the organization's crisis responsibility and history.

Question 5

During a product recall crisis, which message strategy is most appropriate when the organization bears high responsibility?

Accepted Answer

Rebuilding (apology and compensation)

Answer

SCCT prescribes rebuilding strategies—including full apologies and compensation—when the organization bears high attributable responsibility for a crisis.

(CCP) Certified Communications Professional Practice Test

(CCP) Certified Communications Professional Practice Test

CCP Crisis Communication & Reputation Management 2