The role of media in Crisis
Why is the media considered both a threat and an opportunity in crisis communication?
Because it can either spread misinformation or help the organization share its side transparently.
Which four principles define strong crisis media relations?
Transparency, Consistency, Empathy, Timeliness.
What is a “holding statement,” and when should it be used?
A quick preliminary statement used when full details aren’t available yet.
How did KFC handle its “chicken shortage crisis” humorously in the UK?
They released an ad rearranging “KFC” to “FCK” and apologized creatively.
What’s the main difference between legacy and digital media during a crisis?
Legacy media builds credibility and structure; digital media spreads information faster but less controlled.
What does “message discipline” mean in media relations?
Staying on key talking points and avoiding speculative or off-topic comments.
What’s the purpose of a “media monitoring system”?
To track news coverage, tone, and public sentiment in real time.
After an explosion on an oil rig in the Gulf of Mexico, millions of barrels of oil spilled into the sea, creating a huge environmental disaster. The BP CEO was criticized for what?
"I want my life back"
How can journalists’ “agenda-setting” power influence a crisis outcome?
They choose which angles to emphasize, shaping how the public perceives the event and organization.
When might full transparency not be possible, and what should you do instead?
When legal or safety limits apply; issue a partial but honest update acknowledging the limits.
What is the “24-hour rule” in modern crisis response?
The expectation that organizations should issue an initial public response within 24 hours (often sooner).
Pepsi released an ad where model Kendall Jenner joined a protest and handed a police officer a can of Pepsi, making everyone suddenly happy. People online said Pepsi was making light of serious issues like social justice and police violence.
What was Pepsi’s main mistake in handling the crisis?
Pepsi failed to show empathy, they didn’t understand why people were upset and gave a weak, defensive response instead of apologizing quickly.
Why is “speed” critical when responding to journalists during a crisis?
Because delays allow rumors to fill the information gap.
Why should every spokesperson be media-trained before a crisis?
To ensure consistent, confident, and message-aligned communication.
What is the “stealing thunder” technique in crisis communication?
When an organization breaks its own bad news first to control the narrative.
“Why do you think the phrase ‘re-accommodate passengers’ made people angrier instead of calmer?”
Because it sounded cold, corporate, and detached, it tried to hide a violent incident behind polite business language.