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

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?

Accepted Answer

Situational Crisis Communication Theory (SCCT)

Answer

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:

Accepted Answer

A pre-built website ready to launch during a crisis

Answer

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:

Accepted Answer

Defensive messaging backfires and increases negative perception

Answer

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:

Accepted Answer

Transition from a difficult question to a key message

Answer

Bridging allows a spokesperson to acknowledge a question and then pivot to the organization's core message or positive information.

Public Relations Practice Test