CPC Crisis Communication & Management 3

Question 1

Which type of crisis originates from outside the organization and is largely beyond its control?

Accepted Answer

Victim crisis

Answer

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:

Accepted Answer

Opening and closing with positive information around negative content

Answer

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?

Accepted Answer

Verify the facts before responding

Answer

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?

Accepted Answer

Clear, factual information about what happened and next steps

Answer

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?

Accepted Answer

The public's diminished response and attention to repeated crises from the same organization

Answer

Crisis fatigue occurs when audiences become desensitized to an organization's repeated crises, reducing the effectiveness of apologies and responses.

(CPC) Certified Public Communicator Practice Test