Crisis Communications Flashcards

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

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.

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

Answer: Situational Crisis Communication Theory (SCCT)

SCCT, developed by W. Timothy Coombs, classifies crisis types and prescribes response strategies based on organizational responsibility.

A 'dark site' in crisis PR refers to:

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.

The 'boomerang effect' in crisis communication occurs when:

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.

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

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.

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

Answer: Conducting crisis simulation drills

Pre-crisis activities like simulation drills, scenario planning, and media training prepare organizations before a crisis actually occurs.