Public Relations Crisis Communications 1 — Questions and Answers
Question 1: What is the primary goal during the first 24 hours of a PR crisis?
- Control the narrative and communicate quickly (Correct answer)
- Wait for all facts before responding
- Hire a legal team
- Shut down social media accounts
Correct answer: Control the narrative and communicate quickly
Acting quickly in the first 24 hours—often called the 'golden hour'—helps organizations control the narrative before misinformation spreads.
Question 2: Which crisis communication model emphasizes accepting responsibility and taking corrective action?
- Situational Crisis Communication Theory (SCCT) (Correct answer)
- Agenda-Setting Theory
- Two-Step Flow Theory
- Spiral of Silence Theory
Correct answer: Situational Crisis Communication Theory (SCCT)
SCCT, developed by W. Timothy Coombs, classifies crisis types and prescribes response strategies based on organizational responsibility.
Question 3: A 'dark site' in crisis PR refers to:
- A pre-built website ready to launch during a crisis (Correct answer)
- A social media account with negative posts
- A competitor's attack campaign
- An anonymous whistleblower page
Correct answer: A pre-built website ready to launch during a crisis
A dark site is a dormant, pre-prepared website that can be rapidly activated during a crisis to provide official information.
Question 4: The 'boomerang effect' in crisis communication occurs when:
- Defensive messaging backfires and increases negative perception (Correct answer)
- A crisis unexpectedly resolves itself
- Media coverage shifts from negative to positive
- A rumor is debunked and trust is fully restored
Correct answer: Defensive messaging backfires and increases negative perception
The boomerang effect happens when an organization's attempts to deny or minimize a crisis cause the public to view them more negatively.
Question 5: In crisis communications, 'bridging' is a technique used to:
- Transition from a difficult question to a key message (Correct answer)
- Connect two separate crises into one response
- Build relationships with media after a crisis
- Link financial data to reputational damage
Correct answer: Transition from a difficult question to a key message
Bridging allows a spokesperson to acknowledge a question and then pivot to the organization's core message or positive information.
Question 6: Which of the following is an example of a 'pre-crisis' PR activity?
- Conducting crisis simulation drills (Correct answer)
- Issuing an apology statement
- Holding a press conference
- Responding to negative media coverage
Correct answer: Conducting crisis simulation drills
Pre-crisis activities like simulation drills, scenario planning, and media training prepare organizations before a crisis actually occurs.
Public Relations Crisis Communications 1
What is the primary goal during the first 24 hours of a PR crisis?