Crisis Communication & Management Flashcards

In a prolonged crisis lasting several weeks, what is the GREATEST communication risk organizations face?

Answer: Audience fatigue and loss of sustained attention

Audience fatigue sets in during prolonged crises, requiring communicators to refresh messaging strategies and prioritize most critical updates.

When an organization faces a crisis caused by a third-party supplier, its communication strategy should:

Answer: Acknowledge the situation while focusing on actions the organization is taking to protect stakeholders

Stakeholders hold the brand accountable regardless of fault, so the organization must communicate its own protective actions proactively.

Which metric is MOST useful for evaluating the effectiveness of crisis communication efforts?

Answer: Audience comprehension and behavior change aligned with guidance

The ultimate test of crisis communication effectiveness is whether audiences understood the message and acted appropriately in response.

The 'negative dominance' principle in risk communication means:

Answer: Negative information is weighted more heavily by audiences than equivalent positive information

Negative dominance means bad news disproportionately shapes audience perception, requiring communicators to address negative aspects directly and early.

Which action represents the BEST practice for managing an internal workforce during a crisis?

Answer: Communicating with employees before or simultaneously with external audiences

Employees who learn about a crisis from external media before their employer lose trust; internal communication should be simultaneous or precede external release.

What does a 'message map' in crisis communication serve to accomplish?

Answer: Organize key messages, supporting facts, and proof points into a structured framework

A message map visually organizes a primary message with three supporting points and evidence, ensuring spokespeople stay on-message.

In a multi-agency crisis response, the PRIMARY challenge for Joint Information Center (JIC) staff is:

Answer: Reconciling different agency information release protocols and approval chains

Different agencies have different clearance processes and messaging priorities, making coordinated, timely release the core JIC operational challenge.