CPRS Crisis Communication 4

Question 1

What is a 'rumor mill' risk in crisis communication, and how is it best countered?

Accepted Answer

Unverified information circulating among publics; countered by rapid, accurate, transparent communication

Answer

Information vacuums during crises allow rumors to fill the void; consistent and transparent communication is the most effective countermeasure.

Question 2

In SCCT, which response strategy is most appropriate for a crisis caused by a product defect the organization was unaware of?

Accepted Answer

Diminishment — minimize attribution of crisis to the organization

Answer

Accidental crises (like unknown product defects) involve low attributional responsibility, making diminishment strategies such as justification or excuse more appropriate.

Question 3

What is the significance of the 'golden hour' in crisis communication?

Accepted Answer

The first hour after a crisis breaks, during which the response sets the tone and narrative

Answer

The first hour after a crisis emerges is critical — early, accurate communication helps control the narrative before misinformation spreads.

Question 4

Which of the following is an example of 'second-order crisis'?

Accepted Answer

Mismanagement of the original crisis causing a new, separate reputation crisis

Answer

A second-order crisis arises when poor handling of the first crisis creates an entirely new reputational problem, separate from the original issue.

Question 5

When a PR practitioner recommends using 'surrogates' during a crisis, what does this mean?

Accepted Answer

Using credible third parties to deliver or reinforce the organization's message

Answer

Surrogates are credible external voices — experts, community leaders, or satisfied customers — whose endorsement can enhance message credibility.

(CPRS) Certified Public Relations Specialist Practice Test

(CPRS) Certified Public Relations Specialist Practice Test

CPRS Crisis Communication 4