CPRS Crisis Management & Reputation Control 2 — Questions and Answers
Question 1: During a product recall crisis, which communication principle should guide all public statements?
- Minimize the scope to avoid panic
- Be transparent and prioritize public safety (Correct answer)
- Delay announcements until legal review is complete
- Redirect attention to competitor issues
Correct answer: Be transparent and prioritize public safety
Transparency and prioritizing public safety builds trust and demonstrates corporate responsibility during a product recall.
Question 2: What is 'dark site' strategy in crisis communications?
- Blocking negative news from search results
- A pre-built website activated during a crisis to provide official information (Correct answer)
- Using anonymous social media accounts to spread counter-narratives
- Encrypting internal communications during a crisis
Correct answer: A pre-built website activated during a crisis to provide official information
A dark site is a pre-prepared website that goes live during a crisis to serve as the authoritative source of official information.
Question 3: Which model best describes the progression of a crisis through its lifecycle?
- Linear, Exponential, Resolution
- Pre-crisis, Crisis, Post-crisis (Correct answer)
- Discovery, Denial, Recovery
- Alert, Response, Closure
Correct answer: Pre-crisis, Crisis, Post-crisis
The standard crisis lifecycle model consists of pre-crisis (preparation), crisis (active response), and post-crisis (recovery and learning) phases.
Question 4: A company's CEO is accused of misconduct. What is the FIRST step for the PR team?
- Issue an immediate public denial
- Gather verified facts before making any statement (Correct answer)
- Announce the CEO's resignation
- Launch a positive media campaign to distract the public
Correct answer: Gather verified facts before making any statement
Gathering verified facts first prevents the organization from making statements it will have to retract, which would worsen the crisis.
Question 5: Which concept refers to the reputational damage a company suffers when associated with a controversial partner or cause?
- Brand dilution
- Contagion effect
- Reputational spillover (Correct answer)
- Guilt by association
Correct answer: Reputational spillover
Reputational spillover describes how negative perceptions from one entity transfer to associated organizations.
Question 6: In the SCCT (Situational Crisis Communication Theory), which crisis type carries the HIGHEST reputational threat?
- Victim cluster (natural disaster)
- Accident cluster (product defect)
- Preventable cluster (human error or wrongdoing) (Correct answer)
- Challenge cluster (stakeholder disagreement)
Correct answer: Preventable cluster (human error or wrongdoing)
SCCT assigns the highest reputational threat to preventable crises because the organization is seen as fully responsible for its actions.
Question 7: What is the purpose of a 'holding statement' in crisis communications?
- To officially deny any wrongdoing
- To provide an initial acknowledgment while facts are still being gathered (Correct answer)
- To announce legal action against accusers
- To transfer media inquiries to a third-party spokesperson
Correct answer: To provide an initial acknowledgment while facts are still being gathered
A holding statement acknowledges a situation and shows the organization is responding while buying time to gather complete information.
CPRS Crisis Management & Reputation Control 2
During a product recall crisis, which communication principle should guide all public statements?