Public Relations Crisis Communications

Question 1

What is the primary goal during the first 24 hours of a PR crisis?

Accepted Answer

Control the narrative and communicate quickly

Answer

Wait for all facts before responding

Answer

Hire a legal team

Answer

Shut down social media accounts

Question 2

Which crisis communication model emphasizes accepting responsibility and taking corrective action?

Accepted Answer

Situational Crisis Communication Theory (SCCT)

Answer

Agenda-Setting Theory

Answer

Two-Step Flow Theory

Answer

Spiral of Silence Theory

Question 3

A 'dark site' in crisis PR refers to:

Accepted Answer

A pre-built website ready to launch during a crisis

Answer

A social media account with negative posts

Answer

A competitor's attack campaign

Answer

An anonymous whistleblower page

Question 4

The 'boomerang effect' in crisis communication occurs when:

Accepted Answer

Defensive messaging backfires and increases negative perception

Answer

A crisis unexpectedly resolves itself

Answer

Media coverage shifts from negative to positive

Answer

A rumor is debunked and trust is fully restored

Question 5

In crisis communications, 'bridging' is a technique used to:

Accepted Answer

Transition from a difficult question to a key message

Answer

Connect two separate crises into one response

Answer

Build relationships with media after a crisis

Answer

Link financial data to reputational damage

Question 6

Which of the following is an example of a 'pre-crisis' PR activity?

Accepted Answer

Conducting crisis simulation drills

Answer

Issuing an apology statement

Answer

Holding a press conference

Answer

Responding to negative media coverage