Crisis Communication Flashcards
7 cards from real Communication Skills 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 of the following is an example of a 'preventable crisis' under Situational Crisis Communication Theory?
Answer: An employee data breach caused by organizational negligence in security protocols
Preventable crises result from deliberate or negligent organizational behavior, such as failing to maintain adequate data security measures.
During a media briefing in a crisis, what technique helps a spokesperson stay on message when asked off-topic questions?
Answer: Using bridging phrases to redirect back to key messages
Bridging phrases such as 'What I can tell you is…' or 'The most important thing to know is…' allow spokespersons to acknowledge a question and pivot back to key messages.
What is the purpose of a 'dark site' in crisis communication planning?
Answer: A pre-built, unpublished website that can be launched quickly with crisis information
A dark site is a pre-prepared website kept offline until a crisis occurs, enabling rapid deployment of accurate information to the public.
When communicating with the media during a crisis, the phrase 'I don't know, but I will find out and get back to you' is:
Answer: An acceptable and credible response that preserves trust
Admitting you don't know but committing to follow up is honest and credible — fabricating information or guessing risks far more serious damage to trust.
What distinguishes internal crisis communication from external crisis communication?
Answer: Internal communication targets employees and staff, while external communication targets the public and media
Internal crisis communication addresses employees and internal stakeholders, while external communication is directed at the public, media, customers, and regulators.
What is 'inoculation theory' and how does it apply to crisis communication?
Answer: Pre-exposing audiences to weakened forms of potential attacks to build resistance to future misinformation
Inoculation theory involves exposing audiences to mild counter-arguments in advance so they can resist stronger misinformation later, useful for proactive reputation defense.
Which best practice should guide the frequency of communication updates during an active crisis?
Answer: Provide regular updates on a defined schedule, even if there is no new information, to prevent speculation
Regular, scheduled updates — even to confirm that the situation is unchanged — prevent information vacuums that lead to rumors and speculation.