According to crisis communication scholar Otto Lerbinger, crisis managers in a crisis should follow the same logic as a physician treating an illness. How does that analogy apply to crisis management, according to Lerbinger?
A) Crisis managers should focus on general issues, but refer larger crises to specialists.
B) Crisis managers should track down the significance of a symptom or combination of symptoms and logically conclude what should be done.
C) Crisis managers should do a thorough history of other crises and the situation before deciding what protocol to follow.
D) Crisis managers should charge higher rates than other PR practitioners due to their specialized area of expertise.

Question

Quizplus · Accepted Answer

CLerbinger's analogy suggests that crisis managers, like physicians, should carefully analyze the symptoms (or signs of a crisis) to understand its nature and then decide on the appropriate course of action. This involves a logical and methodical approach to diagnosing the problem (B) and also requires understanding the history and context of the crisis, similar to how a doctor would consider a patient's medical history before treatment (C).

According to Crisis Communication Scholar Otto Lerbinger, Crisis Managers in a Crisis