Crisis Communication Briefing
A PR manager is briefing the media on a company's response to a recent controversial incident, aiming to control the narrative and mitigate negative publicity.
Dialogue
Listen and follow along with the conversation
Vocabulary
Essential words and phrases from the dialogue
incident
An incident is an event, often unexpected or problematic, like an accident or controversy. In news and PR, it's used to describe something that needs addressing, e.g., 'the recent incident' in a company crisis.
elaborate
To elaborate means to give more details or explain something in greater depth. It's polite in interviews or discussions, like asking someone to 'elaborate on the steps' to show interest and seek clarity.
concern
Concern means worry or interest about a problem. In media contexts, it's common to mention 'public concern' to highlight why an issue matters to people.
responsibility
Responsibility means being accountable for something, especially mistakes. Saying 'take full responsibility' shows honesty in crisis communication to build trust.
recall
A recall is when a company removes products from the market due to safety issues. It's a key term in business and news, e.g., 'initiated a complete recall' to protect customers.
transparency
Transparency means being open and honest, sharing information clearly. In PR, it's vital for 'rebuilding trust' during crises by avoiding secrets.
rumors
Rumors are unconfirmed stories or gossip, often spread on social media. Addressing 'rumors circulating' helps control false information in public relations.
comprehensive
Comprehensive means thorough and complete, covering all aspects. Used in reviews or investigations, like 'comprehensive internal review' to show seriousness.
Key Sentences
Important phrases to remember and practice
We're here to address the recent incident involving our product.
This sentence introduces the purpose of a meeting in a professional way. 'Address' means to deal with or respond to an issue. Useful for starting briefings or presentations; the structure uses 'to + infinitive' for purpose, common in business English.
Could you elaborate on the steps your company is taking?
This is a polite question to ask for more details. 'Elaborate on' is a useful phrase for interviews. The present continuous 'is taking' shows ongoing actions. Great for journalists or discussions to encourage deeper responses.
We take full responsibility.
A direct statement admitting fault, key in crisis PR to show accountability. 'Take responsibility' is an idiom for owning up. Simple structure, but powerful for building credibility; use it when apologizing or explaining mistakes.
We've initiated a complete recall of the product line.
This reports an action taken. 'Initiated' means started formally; 'complete recall' is business jargon for full product withdrawal. Present perfect 'we've initiated' connects past action to now. Useful in reports or updates on solutions.
Rebuilding trust is paramount.
Emphasizes importance; 'paramount' means most important. 'Is + adjective' structure highlights priority. In PR, this shows focus on long-term relationships; use in speeches to stress key goals.
Transparency and swift, decisive action are crucial.
Lists qualities needed in crises. 'Swift' means quick, 'decisive' means firm. Plural subject with 'are' agrees; 'crucial' means essential. Useful for explaining strategies; helps learners practice compound adjectives and lists.
Any suggestions that we knowingly withheld information are false.
Denies rumors clearly. 'Knowingly' means on purpose; 'withheld' means held back. Passive-like structure for emphasis. Ideal for refuting claims in media; teaches complex denial phrases for professional defense.
Our priority has always been, and will always be, the safety of our customers.
Emphasizes ongoing commitment with present perfect and future. 'Has always been... will always be' shows timeless truth. Useful in PR to reassure; practices emphatic structures for strong statements.