Crisis Communication & Management Flashcards

In a crisis scenario, the 'golden hour' concept refers to:

Answer: The critical window for initial public communication after an incident

The golden hour is the brief window immediately after a crisis when organizations must communicate or risk losing narrative control.

Which element is MOST critical when crafting a crisis holding statement?

Answer: Acknowledgment of the situation and commitment to updates

A holding statement acknowledges the crisis and promises more information, buying time while facts are gathered without admitting liability.

When using social media during a crisis, organizations should prioritize which approach?

Answer: Posting frequent, accurate updates even when information is incomplete

Frequent, accurate updates on social media demonstrate responsiveness and help control the narrative during fast-moving crises.

The 'SOCO' principle in crisis communication stands for:

Answer: Single Overriding Communication Objective

SOCO means establishing one primary message that all communications reinforce, ensuring clarity and consistency.

A crisis communication audit conducted BEFORE an incident is best described as:

Answer: A proactive assessment of communication plans, assets, and gaps

A pre-crisis communication audit identifies gaps in plans, contact lists, and resources before they are needed under pressure.

Which factor MOST undermines spokesperson credibility during a crisis press conference?

Answer: Using highly technical jargon without plain-language translation

Technical jargon alienates audiences and creates the impression the organization is hiding behind complexity.

In an Incident Command System (ICS), the Public Information Officer (PIO) reports directly to:

Answer: The Incident Commander

The PIO is a Command Staff position that reports directly to the Incident Commander and manages all public information functions.