CPRS Crisis Management & Reputation Control 4 — Questions and Answers
Question 1: Which approach does the 'stealing thunder' strategy involve?
- Leaking negative information about competitors first
- Proactively disclosing negative information about your organization before others report it (Correct answer)
- Using aggressive legal action to silence critics
- Overwhelming media with positive stories to bury bad news
Correct answer: Proactively disclosing negative information about your organization before others report it
Stealing thunder means self-disclosing bad news before it breaks elsewhere, which research shows reduces reputational damage compared to being exposed.
Question 2: A data breach affects 500,000 customers. Under most U.S. state laws, the company is REQUIRED to:
- Issue a press release within 24 hours
- Notify affected individuals within a legally specified timeframe (Correct answer)
- Immediately shut down all digital operations
- File a police report before informing the public
Correct answer: Notify affected individuals within a legally specified timeframe
All 50 U.S. states have data breach notification laws requiring companies to notify affected individuals within specified timeframes.
Question 3: What does 'crisis velocity' refer to in modern PR?
- The speed at which a crisis is resolved
- How quickly a crisis can spread and escalate, especially via social media (Correct answer)
- The rate at which media outlets pick up a story
- The speed of internal decision-making during a crisis
Correct answer: How quickly a crisis can spread and escalate, especially via social media
Crisis velocity describes the rapid spread and escalation potential of modern crises, particularly amplified by real-time social media.
Question 4: In reputation repair, which strategy involves the organization taking full responsibility and promising corrective action?
- Mortification (Correct answer)
- Minimization
- Bolstering
- Attack the accuser
Correct answer: Mortification
Mortification is a SCCT and Image Restoration Theory strategy where the organization fully apologizes and commits to corrective action.
Question 5: Which scenario represents a 'smoldering crisis'?
- A sudden factory explosion
- An ongoing ethical concern ignored until it becomes a public scandal (Correct answer)
- A natural disaster affecting company facilities
- A surprise hostile takeover attempt
Correct answer: An ongoing ethical concern ignored until it becomes a public scandal
A smoldering crisis is one where warning signs are ignored or mismanaged over time until the situation escalates into a full public crisis.
Question 6: What is a 'crisis audit' designed to accomplish?
- Investigate media bias against the organization
- Identify vulnerabilities and potential crisis scenarios before they occur (Correct answer)
- Review financial damages caused by past crises
- Audit competitor crisis management strategies
Correct answer: Identify vulnerabilities and potential crisis scenarios before they occur
A crisis audit proactively identifies organizational vulnerabilities and likely crisis scenarios to enable better preparedness and prevention.
Question 7: Which of the following BEST demonstrates effective post-crisis communication?
- Ceasing all communication once the immediate crisis subsides
- Publishing a detailed after-action report and communicating steps taken to prevent recurrence (Correct answer)
- Suing journalists who reported negatively during the crisis
- Rebranding the company to distance it from the crisis
Correct answer: Publishing a detailed after-action report and communicating steps taken to prevent recurrence
Post-crisis transparency about corrective actions demonstrates accountability and helps rebuild stakeholder trust over time.
CPRS Crisis Management & Reputation Control 4
Which approach does the 'stealing thunder' strategy involve?