Practice Test Geeks(ABC) Accredited Business Communicator Practice Test
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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

  1. During a product recall crisis, which audience should typically receive notification FIRST?

    Answer: Retailers and distributors who hold the product

    Retailers and distributors must be notified first so they can pull the product from shelves before the public is informed, preventing further harm.

  2. The 'golden hour' concept in crisis communication refers to:

    Answer: The first 60 minutes after a crisis breaks, when initial response sets the narrative

    The golden hour is the critical first 60 minutes in which organizations must communicate to prevent misinformation from filling the vacuum.

  3. An organization discovers a false rumor spreading on social media about its product causing illness. The BEST initial response is to:

    Answer: Immediately issue a factual correction with supporting evidence

    Factual corrections issued quickly with credible evidence are the most effective way to counter false rumors before they become entrenched narratives.

  4. In crisis communication planning, a 'trigger matrix' is used to:

    Answer: Define which types of incidents activate which level of crisis response

    A trigger matrix links specific crisis scenarios to predetermined response levels, ensuring teams activate the correct protocols without deliberating under pressure.

  5. What does 'compassion fatigue' mean in the context of crisis communication strategy?

    Answer: When audiences grow desensitized and less responsive to repeated crisis appeals

    Compassion fatigue describes audience desensitization that sets in when they are repeatedly exposed to crisis messaging, reducing impact over time.

  6. Which crisis communication strategy involves proactively acknowledging a known vulnerability before media reports it?

    Answer: Stealing thunder

    Stealing thunder means disclosing negative information yourself before others report it, which research shows reduces reputational damage compared to reactive disclosure.

  7. A CEO issues an apology during a crisis that includes the phrase 'I'm sorry you feel that way.' This statement is problematic because:

    Answer: It is a non-apology that shifts blame to the audience's perception

    This phrasing implies the audience's reaction is the problem rather than the organization's actions, making it a pseudo-apology that erodes trust.