Crisis Communication Flashcards
7 cards from real ABC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Crisis Communication flashcards as text
Which principle of crisis communication states that organizations should acknowledge uncertainty rather than speculate when facts are unknown?
Answer: Transparency without speculation
Transparency without speculation means admitting what you do not yet know rather than guessing, which preserves credibility.
In the Situational Crisis Communication Theory (SCCT), which cluster represents crises where the organization has minimal responsibility, such as natural disasters?
Answer: Victim cluster
The victim cluster in SCCT includes natural disasters and product tampering where the organization is also harmed, carrying minimal attribution of responsibility.
A spokesperson is asked a loaded question during a crisis press conference. The BEST technique for redirecting without being evasive is:
Answer: Bridging to key messages after briefly acknowledging the question
Bridging acknowledges the question, then transitions to prepared key messages, keeping the spokesperson in control while remaining responsive.
Which metric is MOST useful for evaluating the effectiveness of crisis communication in the immediate 24-hour period after an incident?
Answer: Accuracy and speed of initial public statement
In the first 24 hours, the accuracy and timeliness of the initial statement is the primary benchmark because it sets the tone for all subsequent coverage.
When a crisis involves multiple organizations, establishing a Unified Command structure primarily serves to:
Answer: Coordinate messaging and avoid contradictions across organizations
Unified Command aligns spokespersons from multiple entities so that public statements remain consistent and do not create confusion or contradiction.
The 'dark site' strategy in crisis digital communication refers to:
Answer: A pre-built webpage activated only when a crisis occurs
A dark site is a crisis-ready webpage kept offline and launched immediately when an incident occurs, providing accurate information rapidly.
Which ethical obligation is MOST fundamental to crisis communicators under the IABC Code of Ethics?
Answer: Communicating truthfully even when facts are unfavorable
The IABC Code of Ethics requires communicators to disseminate accurate information, even when it reflects poorly on the organization.