- In crisis communications, the cardinal rule is:

a. Spin the facts as needed to fit the company line.

b. Go on the attack against the media if necessary.

c. Consider internal audiences first, and external audiences second.

d. Tell it all and tell it fast.

- When should public relations work on a crisis begin?

a. As soon as you are notified of the crisis.

b. Whenever your boss tells you to get started.

c. Well in advance, long before the crisis emerges.

d. Whenever the media begins calling you.