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ACCA Strategic Professional · Strategic Business Leader · Managing, monitoring and mitigating risk

Meridian Airlines suffers a major data breach that exposes customer records. Within hours, social media criticism grows. The board has a crisis management plan. Which action is most consistent with good crisis management in the early stage of the incident?

The best action is to activate the pre-designated crisis team, appoint a single authorised spokesperson and communicate promptly and honestly with affected stakeholders. This gives a consistent message and protects trust, whereas silence, denial or multiple voices increase reputational damage.

  1. ADelay any public statement until the full investigation is complete to avoid inaccurate information
  2. BActivate a pre-designated crisis team with a single authorised spokesperson and issue prompt, honest communication to affected stakeholdersCorrect
  3. CAllow each department head to respond to media enquiries in their own area
  4. DDeny the breach until legal advice confirms the extent of liability

Explanation

Effective crisis management relies on a defined team, clear roles, a single consistent voice and timely, honest communication to protect trust. Delay and denial leave a vacuum filled by speculation, and multiple spokespeople risk inconsistent messages.

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