Which of the following is one of the seven crisis strategies?

• A. Issue a press release
• B. Create message points
• C. Deny the issue
• D. Blame the public

Answer: (B)

Creating message points is a core element of crisis messaging strategy. In a crisis, audiences look for clarity and a unified voice, so having a concise set of core statements, anticipated questions, and approved wording helps every spokesperson and channel stay on the same page. This consistency reduces confusion, speeds responses, and improves accuracy and compliance across media briefings, press releases, social media, and internal communications.

For example, in a product safety incident, the message points might include acknowledgment of the issue, clear steps customers should take, where to get help, a timeline for corrective actions, and how updates will be communicated. Other options—like simply issuing a press release without aligned messaging, denying the issue, or blaming the public—often backfire because they can appear evasive or confrontational and undermine trust.