Crisis communication

文章大意

讲座面向商科管理学生，讲解组织遭遇突发严重问题时该如何进行危机沟通。提出一套危机沟通理论，把危机分为受害者型、意外型和可预防型三类，并给出通用两步回应：先向受影响者提供自我保护信息，再说明组织采取的行动。

题目与答案

1. Why do we need theory?

   ·Some people think using 31_____ is better than theory.

   答案：logic

   原文定位：Some people ask why we need theory in crisis communication. Isn't logic the answer

   同义替换：「better than theory」↔「logic the answer」

2. ·But a lot of advice is simply a 32_____ .

   答案：guess

   原文定位：What we find is that in reality, much of the advice that organizations receive on how to respond to a crisis is just a guess

   同义替换：「a lot of」↔「much of」，「simply」↔「just」

3. Type of crisis

   ·The organisation can be victim - e.g. due to a 33_____ .

   答案：rumor

   原文定位：For example, this kind of crisis could be caused by a rumor

   同义替换：「due to」↔「caused by」

4. ·Crisis can be accidental - caused by external factors

   ·Crisis can be preventable - resulting from a 34_____ in the organization.

   答案：mistake

   原文定位：In this kind of crisis, those affected believe strongly that a mistake was made within the organization

   同义替换：「resulting from」↔「was made within」

5. Suggested response for all crises

   ·Give information to prevent any more damage

   ·Communicate what 35_____ is to be taken.

   答案：action

   原文定位：The second part of the basic response is to communicate the action the organization is planning in order to prevent another crisis

   同义替换：「to be taken」↔「action」

6. Strategies to influence people`s thinking

   ·Diminish the crisis: provide 36_____ that the crisis is not so bad.

   ·Give excuses for the crisis: highlight that it was not intentional

   答案：proof

   原文定位：If crisis managers have proof which is convincing, they can argue that a crisis is not as bad as people think

   同义替换：「provide」↔「have」

7. Protecting the organisation`s reputation

   ·Initial objective is to lessen 37_____ opinions.

   答案：negative

   原文定位：Their first goal is to reduce the negative opinions generated by the crisis

   同义替换：「Initial objective」↔「first goal」，「lessen」↔「reduce」

8. ·Rebuild strategies are important when:

   - there is a serious 38_____ to the organisation`s reputation.

   答案：threat

   原文定位：Rebuild strategies are useful for preventable crises or when there has been a series of accidental crises, as these crises present a severe threat to the perceived reliability of the organization

   同义替换：「serious」↔「severe」，「reputation」↔「the perceived reliability of」

9. - the impact of the crisis needs lessening

   ·Things can be improved by providing an 39_____ .

   答案：apology

   原文定位：The problem can sometimes be addressed by offering an apology to those affected by the crisis

   同义替换：「can be improved」↔「can sometimes be addressed」，「providing」↔「offering」

10. ·In serious cases, 40_____ is usually offered.

    答案：compensation

    原文定位：However, if the crisis is very severe, the most common strategy is to offer compensation to those affected

    同义替换：「In serious cases」↔「if the crisis is very severe」，「usually」↔「most common」