CPC Crisis Communication & Management 3 — Questions and Answers
Question 1: Which type of crisis originates from outside the organization and is largely beyond its control?
- Intentional crisis
- Victim crisis (Correct answer)
- Accidental crisis
- Preventable crisis
Correct answer: Victim crisis
In SCCT, victim crises (e.g., natural disasters, workplace violence by outsiders) place the organization as a victim with minimal responsibility.
Question 2: The 'sandwich' approach to delivering bad news in a crisis statement involves:
- Opening and closing with positive information around negative content (Correct answer)
- Alternating facts with emotional appeals
- Starting with legal disclaimers before sharing facts
- Delivering news in three separate press releases
Correct answer: Opening and closing with positive information around negative content
The sandwich method frames negative content between positive or empathetic statements to soften impact while maintaining transparency.
Question 3: A company discovers a rumor spreading on social media about its product being dangerous. What should the communication team do FIRST?
- Issue a legal cease-and-desist to the original poster
- Verify the facts before responding (Correct answer)
- Immediately deny all claims publicly
- Shut down the company's social media accounts
Correct answer: Verify the facts before responding
Verifying the accuracy of claims before responding prevents issuing statements that may later need retraction.
Question 4: Which element is most critical to include in every crisis statement?
- The CEO's personal apology
- Contact information for media inquiries
- Clear, factual information about what happened and next steps (Correct answer)
- A timeline of all past company achievements
Correct answer: Clear, factual information about what happened and next steps
Effective crisis statements must provide accurate facts and actionable next steps to address public concern and prevent misinformation.
Question 5: What is 'crisis fatigue' in the context of organizational communication?
- Exhaustion among crisis communication team members during an event
- The public's diminished response and attention to repeated crises from the same organization (Correct answer)
- A legal term for repeated regulatory violations
- Reduced media coverage of minor incidents
Correct answer: The public's diminished response and attention to repeated crises from the same organization
Crisis fatigue occurs when audiences become desensitized to an organization's repeated crises, reducing the effectiveness of apologies and responses.
Question 6: During a crisis, which communication channel typically reaches the widest audience most rapidly?
- Internal memos
- Social media platforms (Correct answer)
- Printed press releases
- One-on-one media briefings
Correct answer: Social media platforms
Social media platforms enable near-instantaneous mass communication, making them the fastest channel for broad crisis messaging.
Question 7: The 'steal thunder' strategy in crisis management involves:
- Leaking competitor information during your own crisis
- The organization proactively disclosing bad news before others report it (Correct answer)
- Using dramatic language to dominate media coverage
- Hiring external spokespeople to announce negative news
Correct answer: The organization proactively disclosing bad news before others report it
Stealing thunder means self-disclosing a crisis before journalists or others break the story, which research shows improves reputation outcomes.
CPC Crisis Communication & Management 3
Which type of crisis originates from outside the organization and is largely beyond its control?