CPRS Crisis Management & Reputation Control 3

Question 1

Which social media behavior during a crisis is considered a major PR mistake?

Accepted Answer

Deleting negative comments and critical posts

Answer

Deleting negative comments is seen as censorship, often causes a 'Streisand effect,' and severely damages organizational credibility.

Question 2

A crisis communications plan should include which essential element?

Accepted Answer

Pre-approved message templates for common crisis scenarios

Answer

Pre-approved message templates allow organizations to respond quickly and consistently without having to create messages from scratch under pressure.

Question 3

What is 'inoculation theory' in the context of PR reputation management?

Accepted Answer

Pre-emptively exposing audiences to weakened forms of potential attacks to build resistance

Answer

Inoculation theory suggests that exposing audiences to weakened counter-arguments prepares them to resist stronger attacks on an organization's reputation.

Question 4

During a crisis, which audience segment should typically receive communication FIRST?

Accepted Answer

Internal employees and directly affected stakeholders

Answer

Employees and directly affected stakeholders should be informed first to prevent leaks, maintain trust, and ensure alignment in messaging.

Question 5

What does 'bridging' mean in a media interview during a crisis?

Accepted Answer

Transitioning from a difficult question to key organizational messages

Answer

Bridging is a media training technique where the spokesperson acknowledges a question and pivots to deliver a prepared key message.

(CPRS) Certified Public Relations Specialist Practice Test

(CPRS) Certified Public Relations Specialist Practice Test

CPRS Crisis Management & Reputation Control 3