Public Relations Crisis Communications 2 — Questions and Answers
Question 1: What is 'stonewalling' in crisis communications?
- Refusing to provide information or comment to media (Correct answer)
- Releasing all internal documents proactively
- Giving background information only
- Redirecting media to a third-party spokesperson
Correct answer: Refusing to provide information or comment to media
Stonewalling—refusing to communicate—is generally considered a damaging crisis response that fuels media speculation and public distrust.
Question 2: The concept of 'image restoration theory' in PR was developed by:
- William Benoit (Correct answer)
- James Grunig
- Edward Bernays
- Ivy Lee
Correct answer: William Benoit
William Benoit developed Image Restoration Theory, which outlines strategies organizations use to repair their reputation after a crisis.
Question 3: A 'spokesperson' selected for crisis communications should primarily have:
- Media training and authority to speak for the organization (Correct answer)
- The highest academic credentials
- A background in legal affairs
- The most seniority in the company
Correct answer: Media training and authority to speak for the organization
Effective spokespersons must be credible, calm under pressure, media-trained, and authorized to represent organizational positions.
Question 4: Which response strategy involves minimizing the severity of a crisis?
- Minimization (Correct answer)
- Mortification
- Denial
- Bolstering
Correct answer: Minimization
Minimization seeks to reduce the perceived seriousness of a crisis, arguing the damage or harm is less significant than portrayed.
Question 5: What does a 'holding statement' accomplish in early crisis response?
- Acknowledges awareness of the situation while more information is gathered (Correct answer)
- Denies all responsibility for the incident
- Announces the organization's resignation
- Provides a detailed investigation report
Correct answer: Acknowledges awareness of the situation while more information is gathered
A holding statement buys time by showing the organization is aware and responding, without making premature commitments before all facts are known.
Question 6: The 'Pepsi Syringe Crisis' of 1993 is a classic example of successful crisis PR because:
- The company quickly used media to show manufacturing safety and the hoax was exposed (Correct answer)
- Pepsi issued a full product recall immediately
- The CEO personally delivered refunds to customers
- Pepsi outsourced all communications to a government agency
Correct answer: The company quickly used media to show manufacturing safety and the hoax was exposed
Pepsi successfully managed the syringe-in-can hoax by releasing behind-the-scenes manufacturing videos, demonstrating transparency and disproving the claims rapidly.
Public Relations Crisis Communications 2
What is 'stonewalling' in crisis communications?