CPRS Crisis Communication 2 — Questions and Answers
Question 1: Which framework categorizes crises based on the organization's level of responsibility and prior crisis history?
- Situational Crisis Communication Theory (SCCT) (Correct answer)
- Image Restoration Theory
- Contingency Theory of Accommodation
- Excellence Theory
Correct answer: Situational Crisis Communication Theory (SCCT)
SCCT, developed by Timothy Coombs, matches response strategies to crisis types based on attributions of organizational responsibility.
Question 2: In crisis communication, a 'dark site' refers to what?
- A website pre-built and ready to activate during a crisis (Correct answer)
- A social media account used anonymously
- An internal intranet page for employees only
- A page removed from public view due to legal issues
Correct answer: A website pre-built and ready to activate during a crisis
A dark site is a pre-prepared crisis website that can be quickly launched with accurate information when an emergency occurs.
Question 3: What is the primary purpose of conducting a post-crisis evaluation?
- To assign blame for the crisis
- To identify lessons learned and improve future response (Correct answer)
- To satisfy media demands for transparency
- To calculate financial losses from the crisis
Correct answer: To identify lessons learned and improve future response
Post-crisis evaluation focuses on identifying what worked, what failed, and how processes can be strengthened for future incidents.
Question 4: During a crisis, what does the term 'spokesperson fatigue' describe?
- Media outlets losing interest in covering the story
- A spokesperson becoming overwhelmed and less effective over extended media exposure (Correct answer)
- Audiences tuning out repetitive crisis messaging
- A backup spokesperson taking over duties
Correct answer: A spokesperson becoming overwhelmed and less effective over extended media exposure
Spokesperson fatigue occurs when the primary communicator becomes physically or mentally exhausted, degrading message quality and credibility.
Question 5: Which crisis communication strategy involves an organization fully accepting responsibility and offering compensation?
- Denial
- Diminishment
- Rebuild (Correct answer)
- Bolstering
Correct answer: Rebuild
Rebuild strategies under SCCT include apology and compensation, which acknowledge responsibility and work to repair the relationship with victims.
Question 6: What is 'crisis creep' in public relations?
- A crisis that starts small and gradually escalates due to mismanagement (Correct answer)
- The slow dissemination of accurate information during a crisis
- A media tactic to extend news coverage
- Gradual recovery of brand reputation after a crisis
Correct answer: A crisis that starts small and gradually escalates due to mismanagement
Crisis creep refers to a situation that worsens over time, often because initial responses were inadequate or issues were not addressed promptly.
Question 7: In crisis communication, what is the role of a 'holding statement'?
- A legal document preventing media from publishing
- An initial brief message acknowledging a crisis while full details are gathered (Correct answer)
- A statement holding an accused party accountable
- A press release issued after full investigation
Correct answer: An initial brief message acknowledging a crisis while full details are gathered
A holding statement buys time by showing awareness and concern before all facts are known, preventing a communication vacuum.
CPRS Crisis Communication 2
Which framework categorizes crises based on the organization's level of responsibility and prior crisis history?