CPRS Crisis Management & Reputation Control 2

Question 1

During a product recall crisis, which communication principle should guide all public statements?

Accepted Answer

Be transparent and prioritize public safety

Answer

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?

Accepted Answer

A pre-built website activated during a crisis to provide official information

Answer

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?

Accepted Answer

Pre-crisis, Crisis, Post-crisis

Answer

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?

Accepted Answer

Gather verified facts before making any statement

Answer

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?

Accepted Answer

Reputational spillover

Answer

Reputational spillover describes how negative perceptions from one entity transfer to associated organizations.

(CPRS) Certified Public Relations Specialist Practice Test