What best describes crisis communication?

• A. Strategic communication to protect and defend an organization facing a public crisis.
• B. Routine press releases about product features.
• C. Internal memos for staff only.
• D. Sponsorship announcements.

Answer: (A)

Crisis communication is the strategic process of communicating with the public and stakeholders during a threat or actual crisis to protect the organization and manage the situation. It emphasizes providing timely, accurate, and consistent information, addressing rumors, and coordinating messaging across channels with a designated spokesperson. The goal is to preserve trust and limit reputational damage while guiding audiences to understand what’s happening and what the organization is doing in response. This approach directly reflects the idea of strategic communication to protect and defend an organization facing a public crisis. Routine press releases about product features are promotional and not about handling a crisis. Internal memos for staff only aren’t aimed at the public or external stakeholders. Sponsorship announcements are marketing-focused and not about crisis management.