CPRS Crisis Communication 3

Question 1

Which of the following best describes 'paracrisis' in public relations?

Accepted Answer

A publicly visible threat that requires crisis-level response to prevent escalation

Answer

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?

Accepted Answer

The critical importance of responding within the first hour

Answer

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?

Accepted Answer

When staff become desensitized to recurring crises and stop treating them seriously

Answer

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?

Accepted Answer

Minimizing harm through weak language before pivoting away from accountability

Answer

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)?

Accepted Answer

To outline pre-approved procedures, roles, and messaging for crisis response

Answer

A CCP ensures that response is organized, consistent, and fast by establishing roles, protocols, and pre-approved communication frameworks before a crisis occurs.

(CPRS) Certified Public Relations Specialist Practice Test

(CPRS) Certified Public Relations Specialist Practice Test

CPRS Crisis Communication 3