Chapter 12: Issues Management and Crisis Communication

Test Bank

Multiple Choice

1. Which of the following describes issues management?

a. preparing for problems in advance

b. analyzing historical trends

c. monitoring customer needs and wants

d. reacting to unexpected situations

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Comprehension

Answer Location: Issues Management

Difficulty Level: Medium

2. Which term describes the process of issues management?

a. reactive

b. anticipatory

c. circular

d. defensive

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Comprehension

Answer Location: Issues Management

Difficulty Level: Medium

3. In most cases, what is the primary goal of issues management?

a. measuring digital media velocity

b. responding to customer concerns

c. protecting a company’s reputation

d. avoiding extensive corporate litigation

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Comprehension

Answer Location: Issues Management

Difficulty Level: Medium

4. A company can prevent an issue from harming company’s reputation by addressing the problem during which stage of the issue life cycle?

a. potential stage

b. current stage

c. dormant stage

d. crisis stage

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Knowledge

Answer Location: Issues Management

Difficulty Level: Easy

5. During which stage of the issue life cycle will a firm experience the most media coverage?

a. potential stage

b. current stage

c. emerging stage

d. crisis stage

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Knowledge

Answer Location: Issues Management

Difficulty Level: Easy

6. According to the text, Wells Fargo focused on which of the following in the dormant stage of the issue life cycle?

a. closing some of its branches

b. encouraging media coverage

c. repairing its damaged image

d. anticipating customer reactions

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Comprehension

Answer Location: Issues Management

Difficulty Level: Medium

7. Which of the following involves monitoring and responding to situations as they are identified, before they erupt?

a. measuring outcomes

b. being proactive

c. deflecting issues

d. being reactive

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Knowledge

Answer Location: Issues Management

Difficulty Level: Easy

8. In the issue life cycle, when does the triggering event occur?

a. at the beginning of the emerging stage

b. at the end of the current stage

c. at the beginning of the crisis stage

d. at the end of the dormant stage

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Knowledge

Answer Location: Issues Management

Difficulty Level: Easy

9. Which term is used by Coombs to reference a sudden, large-scale event that seriously disrupts routines of systems and poses a danger to values and social goals?

a. crisis

b. disaster

c. problem

d. issue

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

10. Which of the following would be categorized as an organizational crisis?

a. short-term financial loss

b. individual workplace injury

c. ineffective PR campaign

d. nationwide product recall

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Application

Answer Location: Crisis Communications

Difficulty Level: Medium

11. According to both Lukaszewski and Dexenhal, the media typically focus on which element of a crisis?

a. results

b. goals

c. victims

d. events

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

12. Which term refers to a situation that threatens a company and its stakeholders, seriously impacts performance, and generates negative outcomes?

a. organizational crisis

b. product crisis

c. disaster

d. problem

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

13. An organizational crisis is typically attributable to which of the following?

a. poor product designs

b. management failures

c. external forces

d. natural disasters

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

14. The Wells Fargo cross-selling issue stemmed from which of the following?

a. poor customer service

b. reliance on earned media

c. inability to access capital

d. ineffective management oversight

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

15. According to Mike Paul, who is known as the Reputation Doctor, what is necessary to succeed in the area of crisis communications?

a. strong moral foundation

b. organizational experience

c. political awareness

d. collaborative spirit

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

16. When the cars manufactured by an automaker have faulty airbags and the cars must be recalled, which of the following situations is illustrated?

a. disaster

b. product crisis

c. problem

d. litigation crisis

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Application

Answer Location: Crisis Communications

Difficulty Level: Medium

17. Research suggests which of the following about product crises?

a. Most product crises develop into long-term litigation crises.

b. A successful follow-up product will reduce the crisis impact.

c. A product crisis is best managed through earned media.

d. Most companies are unable to recover from product crises.

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

18. Which statement explains the Samsung Note 7 issue?

a. The issue resulted from unethical management practices.

b. The issue shifted from a corporate crisis to a product crisis.

c. The issue was initially identified by government regulators.

d. The issue shifted from a product crisis to a corporate crisis.

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

19. Which of the following would likely have prevented the Samsung Note 7 issue?

a. addressing the needs of key stakeholders

b. releasing a newer model more quickly

c. improving quality control during manufacturing

d. engaging in CSR activities on a regular basis

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Analysis

Answer Location: Crisis Communications

Difficulty Level: Medium

20. Which of the following was part of Samsung’s reputation building efforts?

a. relying on earned rather than owned messaging

b. holding a company-wide day for volunteering

c. forming partnerships to reduce technology costs

d. making a charitable donation for every device sold

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

21. Which of the following is driven by the threat of a lawsuit?

a. product crisis

b. issues management

c. litigation crisis

d. disaster

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

22. Which of the following would most likely lead to a litigation crisis?

a. a company lacking financial transparency

b. customers being injured by products

c. customers receiving poor service

d. a company failing to deliver products

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

23. Which of the following enabled Taco Bell to avoid a PR disaster?

a. being transparent and aggressive

b. settling the customer lawsuit quickly

c. developing a newer, better product

d. making changes to a poor product

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

24. Benoit’s theory is used for which purpose?

a. clarifying the benefit of issues management

b. providing steps to handle a corporate crisis

c. assessing the benefit of PR in a crisis

d. analyzing crisis communications activities

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

25. In Benoit’s theory, which of the following occurs in the denial category?

a. asserting that the event was accidental

b. claiming the accuser lacks credibility

c. shifting the blame to another party

d. acting unknowledgeable about the event

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

26. According to Benoit’s theory, which of the following is a strategy used to evade responsibility?

a. denying any connection to a crisis

b. claiming that intentions were good

c. asserting that the crisis is a minor one

d. making restitution to any victims

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

27. Based on Benoit’s theory, a firm that uses puffery to build its image is attempting to do which of the following?

a. reduce the offensive act

b. evade responsibility

c. deny any responsibility

d. reduce the accuser’s credibility

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Comprehension

Answer Location: Crisis Communications

Difficulty Level: Medium

28. Which term is used by Benoit to describe a company that admits guilt and apologizes for a problem?

a. compensation

b. mortification

c. differentiation

d. minimization

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

29. What are the stages of Coombs’ crisis communication model?

a. signal detection -> damage containment -> recovery

b. prodromal -> acute -> chronic -> resolution

c. potential crisis -> current crisis -> crisis dormancy

d. precrisis -> crisis impact -> crisis recovery

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Knowledge

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Easy

30. Which of the following occurs in the precrisis stage of crisis communications?

a. categorizing customers and publics

b. developing response plans and protocols

c. responding to stakeholder concerns

d. expanding social responsibility efforts

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

31. What should be the focus during the crisis impact stage of crisis communications?

a. returning to normal business operations

b. altering the reputation of the organization

c. developing new stand-by statements

d. supporting people affected by a crisis

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

32. The PR team at SRA Enterprises wants to develop a crisis communications plan. The team has scheduled a meeting with a representative group of SRA employees including security personnel, sales representatives, HR managers, IT specialists, and senior managers. What should occur at this initial meeting?

a. brainstorming potential crises that could impact SRA

b. establishing media monitoring and notification systems

c. creating a list of key SRA audiences and stakeholders

d. developing stand-by statements and press releases

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Application

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

33. Which of the following describes the primary goal for a company in the precrisis phase of crisis communications?

a. searching for emerging trends

b. identifying potential crises

c. selecting key spokespeople

d. designating a crisis response team

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

34. Which of the following reduces the likelihood that a company will experience a crisis?

a. encouraging two-way communication

b. providing employees with crisis training

c. engaging in issues management

d. clarifying core values and policies

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

35. The crisis phase typically begins with which of the following?

a. a trend that emerges on social media

b. an event that disrupts normal operations

c. a lawsuit filed against an organization

d. a misunderstanding with stakeholders

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

36. Which of the following occurs in a postcrisis review session?

a. developing additional stand-by crisis plans

b. determining the best crisis spokesperson

c. planning a CSR activity for positive PR

d. assessing the crisis plan’s effectiveness

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

37. Why did Wells Fargo launch an initiative in 2017 with Habitat for Humanity?

a. to meet stakeholder demands

b. to address social media complaints

c. to improve its corporate reputation

d. to widen its organizational influence

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

38. According to a 2015 Pew Research study, which statement about social media usage is true?

a. Urban dwellers use social media more than rural residents.

b. Women use social media significantly more than men.

c. Whites use social media significantly more than Hispanics.

d. High and low income earners use social media equally.

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

39. In relation to issues management and crisis communications, what is a positive aspect of social media?

a. A company can control the information that is circulated on social media.

b. When monitored actively, social media offers an early warning of a crisis.

c. With only a few major social media sites, a company can streamline messaging.

d. Designated company gatekeepers can verify social media posts and block trolls.

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

40. Which of the following would have helped BP America manage the PR aspect of the Deepwater Horizon crisis better?

a. correcting inaccuracies in the media

b. using Facebook to answer questions

c. posting accurate information on Twitter

d. having a stronger social media presence

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

41. Which digital factor is determined by measuring the number of media mentions or social media posts?

a. variety

b. volume

c. velocity

d. veracity

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Knowledge

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Easy

42. Company X is experiencing a major crisis, and its PR team is measuring the number of tweets per second about the situation. Which digital factor is being measured?

a. variety

b. volume

c. velocity

d. veracity

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Application

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

43. A passenger on North Airways was forcibly removed from an airplane by police officers. Soon afterwards, videos of the incident appeared on Facebook and YouTube, images appeared on Instagram, and hashtags showed up on Twitter. Given this information, the North Airways incident possesses which digital factor?

a. variety

b. volume

c. velocity

d. veracity

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Application

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

44. Which of the following actions by a communications team is most useful during a crisis?

a. ignoring negative or satirical media content

b. focusing on data volume more than data variety

c. analyzing data for trends, patterns, and insights

d. relying mostly on conventional media approaches

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

45. Effective issues management relies significantly on which of the following?

a. forming a crisis response team

b. tracking emerging trends

c. managing corporate risk

d. taking corrective actions

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Knowledge

Answer Location: Issues Management

Difficulty Level: Easy

46. Conway Computers tracks requests for warranty repairs and notices a significant increase in the number of keyboard problems on one of its laptop models. A Conway Computers team is formed to study the matter, determine if there is a keyboard defect, and recommend corrective action before a product recall is necessary. Which term best describes the actions of Conway Computers?

a. litigation risk management

b. crisis communications

c. business planning

d. issues management

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Application

Answer Location: Issues Management

Difficulty Level: Medium

47. A Super Taco customer becomes ill after eating a burrito tainted with e-coli. Super Taco pays the customer’s medical bills and gives the customer $500 in food vouchers. Based on Benoit’s typology, what is Super Taco trying to accomplish?

a. reduce the offensive act

b. evade responsibility

c. deny any responsibility

d. reduce the accuser’s credibility

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Application

Answer Location: Crisis Communications

Difficulty Level: Medium

48. Stanton Farms, a California-based company, grows strawberries and blackberries year round and delivers them to grocery stores across the country. A blizzard on the East Coast delays shipments to stores in New York and Massachusetts leading to a berry shortage. Which term describes this situation?

a. controversy

b. disaster

c. crisis

d. problem

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Application

Answer Location: Crisis Communications

Difficulty Level: Medium

49. Mike Paul, the Reputation Doctor, recommends which of the following tools for success in crisis communications?

a. emotional intelligence

b. organizational skills

c. theoretical knowledge

d. creativity

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

50. Based on information in the text, what did both Samsung and Wells Fargo do during the crisis recovery stage?

a. added social media gatekeepers to their PR teams

b. improved their customer service response times

c. expanded their social responsibility efforts

d. developed better replacement products

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

True/False

1. Issues management is reactive, while crisis communication is proactive.

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Knowledge

Answer Location: Issues Management

Difficulty Level: Easy

2. Tracking emerging trends is a key step in the issue management process.

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Knowledge Comprehension

Answer Location: Issues Management

Difficulty Level: Easy | Medium

3. Differentiating between a problem and a crisis is a challenge in both issues management and crisis communications.

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

4. Benoit’s theory serves as a list of steps that companies should follow when addressing a crisis.

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

5. By engaging in issues management and preparing a litigation response protocol in advance, Taco Bell avoided permanent damage to its reputation when faced with the “seasoned beef” lawsuit.

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

6. In the Samsung Note 7 situation, a minor corporate crisis transitioned into a major litigation and product crisis.

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

7. In the precrisis stage of Coombs’ crisis communication model, organizations try to eliminate or reduce the risk of a crisis by forming crisis response teams and monitoring social media.

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Knowledge

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Easy

8. In the crisis impact stage of Coombs’ crisis communication model, a firm focuses on returning to business and repairing any damage to the company reputation.

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Knowledge

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Easy

9. Research indicates that social networking has increased in the past decade and that men and women use social media at similar rates.

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Knowledge

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Easy

10. Crises faced by firms today are fueled by the volume, velocity, and variety of digital information.

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Knowledge

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Easy

Short Answer

1. Define issues management.

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Comprehension

Answer Location: Issues Management

Difficulty Level: Medium

2. How does a firm engage in issues management? What is the benefit of issues management?

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Analysis

Answer Location: Issues Management

Difficulty Level: Medium

3. When would an organization or government entity be blamed for the results of a natural disaster? Illustrate your answer with a brief real-life example of such a situation.

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Analysis

Answer Location: Crisis Communications

Difficulty Level: Medium

4. Differentiate between a product crisis and a litigation crisis. Provide an example of each.

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Application

Answer Location: Crisis Communications

Difficulty Level: Hard

5. According to experts, what should be the focus for a company in the recovery stage of a crisis?

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Comprehension

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Medium

Essay

1. In a brief essay, contrast the handling of the Wells Fargo cross-selling issue and the Hertz corporate relocation issue. Your response should address the stages of the issue life cycle.

Learning Objective: 12.1: Demonstrate how issues management can be a preemptive PR strategy.

Cognitive Domain: Application

Answer Location: Issues Management

Difficulty Level: Hard

2. Summarize the Taco Bell “seasoned beef” crisis. How did the company use both issues management and crisis communication to avoid a PR disaster?

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Application

Answer Location: Crisis Communications

Difficulty Level: Hard

3. Describe Benoit’s image restoration theory. How can the theory be applied by PR professionals? Provide examples of corporate actions or messages for each category in the theory.

Learning Objective: 12.2: Differentiate among a crisis, disaster, and problems.

Cognitive Domain: Application

Answer Location: Crisis Communications

Difficulty Level: Hard

4. Describe each stage of Coombs’ three-stage model of crisis communications. What is the focus of each stage? Which stage do you think is most important? Why?

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Analysis

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Hard

5. In relation to an organization’s issues management and crisis communication activities, what are the positive and negative aspects of social media? Illustrate your response with an example of an organization that has been either helped or harmed by social media during a crisis.

Learning Objective: 12.3: Understand how to prepare for, manage, and communicate a crisis.

Cognitive Domain: Application

Answer Location: Prepare for and Manage a Crisis

Difficulty Level: Hard