Crisis Communications Flashcards

What is 'stonewalling' in crisis communications?

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.

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

Answer: William Benoit

William Benoit developed Image Restoration Theory, which outlines strategies organizations use to repair their reputation after a crisis.

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

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.

Which response strategy involves minimizing the severity of a crisis?

Answer: Minimization

Minimization seeks to reduce the perceived seriousness of a crisis, arguing the damage or harm is less significant than portrayed.

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

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.

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

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.