Week 5

Question 1

How to recognize a crisis?

Answer 1

threat of:
1. safety/security
2. reputation
3. organization
4. idea
5. product/service
6. other important stuff

Question 2

Communication/PR offers

Answer 2

1. crisis PR strategy
2. reputation management
3. being available, direct, consistent, detached
4. analysis, agenda setting, action

Question 3

Attribution theory Coombs

Answer 3

• As soon as a crisis happens, people will look for who the responsible person is.
• A person attributes responsibility for an event and will experience an emotional reaction to the event.
• Attribution of responsibility, combined with emotions, leads to stakeholder behavior

Question 4

Crisis response strategies: goals

Answer 4

1. restore the reputation
2. reduce negative affect/associations
3. prevent negative behavioral intentions; you want them to still buy your products

Question 5

Crisis response strategies: means

Answer 5

1. influencing stakeholder attributions
2. changing the perception of the organization in crisis
3. diminish negative associations

Question 6

Do’s in crisis

Answer 6

1. engage with critics
2. learn from criticism
3. generate positive news

Question 7

Practical ground rules of crisis communications

Answer 7

1. be well-prepared at all times
2. don’t panic
3. keep the initiative, be proactive
4. move fast
5. stay updated
6. close the lines
7. internal goes before external
8. be transparent and accessible
9. take the stage
10. a good relationship with the press is crucial
11. deliver your promises
12. get your facts straight