CCP Crisis Communication & Reputation Management 3 — Questions and Answers
Question 1: In a crisis, the 'spokesperson' role is most effective when filled by someone who:
- Has the highest executive title in the organization
- Is trained in media relations and authorized to speak on behalf of the org (Correct answer)
- Has no personal connection to the crisis issue
- Communicates primarily via written statements
Correct answer: Is trained in media relations and authorized to speak on behalf of the org
An effective spokesperson combines media training with organizational authority, not simply the highest rank, ensuring credible and controlled messaging.
Question 2: The 'bridging' technique in media interviews involves:
- Agreeing with the reporter's framing before adding nuance
- Acknowledging a question and then redirecting to key messages (Correct answer)
- Citing third-party experts to validate your position
- Using metaphors to simplify complex technical information
Correct answer: Acknowledging a question and then redirecting to key messages
Bridging is a media training technique where a spokesperson briefly acknowledges the question and then transitions to the organization's key messages.
Question 3: What is the primary purpose of a crisis communication audit conducted before a crisis occurs?
- To identify which employees need media training
- To assess vulnerabilities and gaps in existing response plans (Correct answer)
- To review the organization's historical press release archive
- To evaluate competitor crisis responses
Correct answer: To assess vulnerabilities and gaps in existing response plans
A pre-crisis communication audit identifies organizational vulnerabilities, resource gaps, and plan weaknesses so they can be addressed before an actual crisis erupts.
Question 4: Social media monitoring during a crisis serves primarily to:
- Generate positive user-generated content
- Track sentiment, rumors, and emerging narratives in real time (Correct answer)
- Suppress negative hashtags and trending topics
- Measure return on advertising spend
Correct answer: Track sentiment, rumors, and emerging narratives in real time
Real-time social media monitoring during a crisis allows communicators to detect misinformation, track public sentiment, and adapt messaging strategies accordingly.
Question 5: Which communication principle states that negative information should be disclosed fully rather than parceled out over time?
- Principle of minimal disclosure
- Principle of full and timely disclosure (Correct answer)
- Principle of strategic ambiguity
- Principle of message saturation
Correct answer: Principle of full and timely disclosure
Full and timely disclosure prevents the 'drip effect,' where incremental revelations extend a crisis and compound reputational damage.
Question 6: A 'crisis communication plan' should be reviewed and updated at minimum:
- Every five years or after a major crisis
- Annually and after any significant organizational change or crisis (Correct answer)
- Only when new leadership is appointed
- When mandated by regulatory bodies
Correct answer: Annually and after any significant organizational change or crisis
Crisis plans should be reviewed annually and after crises or major organizational changes to ensure contacts, protocols, and risk scenarios remain current.
Question 7: The concept of 'paracrisis' refers to:
- A secondary crisis triggered by mishandling the primary crisis
- A publicly visible crisis threat that can escalate if mishandled (Correct answer)
- A simulated crisis used for training purposes
- A crisis that occurs simultaneously at multiple locations
Correct answer: A publicly visible crisis threat that can escalate if mishandled
A paracrisis (coined by Coombs) is a publicly visible crisis risk—such as online complaints going viral—that demands a response before it escalates into a full crisis.
CCP Crisis Communication & Reputation Management 3
In a crisis, the 'spokesperson' role is most effective when filled by someone who: