CPRS Crisis Communication 3 — Questions and Answers
Question 1: Which of the following best describes 'paracrisis' in public relations?
- A crisis that occurs simultaneously with another crisis
- A publicly visible threat that requires crisis-level response to prevent escalation (Correct answer)
- A simulated crisis used in training exercises
- A crisis caused by a third-party vendor
Correct answer: A publicly visible threat that requires crisis-level response to prevent escalation
A paracrisis is a publicly visible challenge (such as viral criticism) that can become a full crisis if not managed proactively.
Question 2: When managing a crisis on social media, what does the 'social media crisis clock' concept emphasize?
- Scheduling posts in advance during a crisis
- The critical importance of responding within the first hour (Correct answer)
- Rotating social media managers on hourly shifts
- Timing posts to avoid peak traffic hours
Correct answer: The critical importance of responding within the first hour
Social media crises can escalate within minutes, making rapid initial response within the first hour crucial to controlling the narrative.
Question 3: What is 'crisis norming' in organizational communication?
- Establishing normal operating procedures during a crisis
- When staff become desensitized to recurring crises and stop treating them seriously (Correct answer)
- Normalizing crisis communication training company-wide
- Setting benchmarks for crisis response effectiveness
Correct answer: When staff become desensitized to recurring crises and stop treating them seriously
Crisis norming is a dangerous phenomenon where repeated crises cause employees to lower their guard, treating emergencies as routine.
Question 4: An organization issues a statement saying 'We understand this has caused inconvenience, but…' during a product recall. What communication flaw does this illustrate?
- Overemphasis on stakeholder empathy
- Minimizing harm through weak language before pivoting away from accountability (Correct answer)
- Effective use of bolstering strategy
- Appropriate use of diminishment response
Correct answer: Minimizing harm through weak language before pivoting away from accountability
Minimizing language like 'inconvenience' during a serious recall undercuts credibility and fails to match the gravity of the situation.
Question 5: What is the primary function of a Crisis Communication Plan (CCP)?
- To provide legal protection for executives during litigation
- To outline pre-approved procedures, roles, and messaging for crisis response (Correct answer)
- To establish a media blackout protocol
- To document all past crises for insurance purposes
Correct answer: To outline pre-approved procedures, roles, and messaging for crisis response
A CCP ensures that response is organized, consistent, and fast by establishing roles, protocols, and pre-approved communication frameworks before a crisis occurs.
Question 6: Which stakeholder group is typically prioritized first when communicating during a crisis involving employee safety?
- Media and press
- Investors and shareholders
- Employees and their families (Correct answer)
- Government regulators
Correct answer: Employees and their families
When employee safety is at stake, ethical and effective crisis communication prioritizes informing affected employees and their families before broader audiences.
Question 7: What does 'inoculation theory' suggest about crisis communication preparedness?
- Exposing audiences to weakened counter-arguments builds resistance to negative messaging (Correct answer)
- Organizations should preemptively vaccinate reputation with positive PR
- Crisis drills should simulate worst-case scenarios only
- Media relationships prevent crises from escalating
Correct answer: Exposing audiences to weakened counter-arguments builds resistance to negative messaging
Inoculation theory holds that pre-exposing stakeholders to weakened criticisms builds psychological resistance to future attacks on an organization's reputation.
CPRS Crisis Communication 3
Which of the following best describes 'paracrisis' in public relations?