Public Relations Crisis Communications 2

Question 1

What is 'stonewalling' in crisis communications?

Accepted Answer

Refusing to provide information or comment to media

Answer

Releasing all internal documents proactively

Answer

Giving background information only

Answer

Redirecting media to a third-party spokesperson

Question 2

The concept of 'image restoration theory' in PR was developed by:

Accepted Answer

William Benoit

Answer

James Grunig

Answer

Edward Bernays

Answer

Ivy Lee

Question 3

A 'spokesperson' selected for crisis communications should primarily have:

Accepted Answer

Media training and authority to speak for the organization

Answer

The highest academic credentials

Answer

A background in legal affairs

Answer

The most seniority in the company

Question 4

Which response strategy involves minimizing the severity of a crisis?

Accepted Answer

Minimization

Answer

Mortification

Answer

Denial

Answer

Bolstering

Question 5

What does a 'holding statement' accomplish in early crisis response?

Accepted Answer

Acknowledges awareness of the situation while more information is gathered

Answer

Denies all responsibility for the incident

Answer

Announces the organization's resignation

Answer

Provides a detailed investigation report

Question 6

The 'Pepsi Syringe Crisis' of 1993 is a classic example of successful crisis PR because:

Accepted Answer

The company quickly used media to show manufacturing safety and the hoax was exposed

Answer

Pepsi issued a full product recall immediately

Answer

The CEO personally delivered refunds to customers

Answer

Pepsi outsourced all communications to a government agency