CPC Crisis Communication & Management 2

Question 1

Which crisis communication model emphasizes that organizations must take responsibility quickly and communicate openly to maintain public trust?

Accepted Answer

Situational Crisis Communication Theory (SCCT)

Answer

SCCT, developed by W. Timothy Coombs, links crisis responsibility levels to appropriate response strategies to protect organizational reputation.

Question 2

During a product recall crisis, a company issues a statement fully accepting blame and offering compensation. This response strategy is called:

Accepted Answer

Rebuild

Answer

Rebuild strategies, including apology and compensation, are used when an organization accepts high responsibility for a crisis.

Question 3

A crisis communication team's first priority in the immediate aftermath of a crisis should be:

Accepted Answer

Ensuring employee and public safety

Answer

Life safety is the foremost priority in any crisis response before communications strategy is executed.

Question 4

The 'dark site' strategy in crisis communication refers to:

Accepted Answer

A pre-built website activated only during a crisis

Answer

A dark site is a pre-prepared web page kept offline that can be quickly activated to provide crisis information to the public.

Question 5

Which factor most commonly causes a crisis to escalate unnecessarily?

Accepted Answer

Delayed or inadequate initial response

Answer

Slow or inadequate early responses allow misinformation to spread and erode public trust, worsening the crisis.

(CPC) Certified Public Communicator Practice Test