πŸ“’

Mastering Tone for Crisis Press Releases (Spoken)

Agent Progress
Built
Keywords
μœ„κΈ° λŒ€μ‘ ν†€μ•€λ§€λ„ˆ / 진정성 / 사과와 λŒ€μ±… / μ±…μž„κ°
Lesson #
S
Done
Section
Advanced Speaking
πŸ’‘ TL;DR 🎯 When a company faces a crisis β€” a data breach, a recall, a public error β€” the spoken statement must be calm, responsible, and solution-oriented. This lesson teaches you the exact Korean tone, phrasing, and structure used in crisis communications.
πŸ“Œ Helper Note πŸ—’οΈ Korean crisis communication follows a strict tonal code: 무거운 μ–΄μ‘° (heavy/grave tone) + 진정성 (sincerity) + λͺ…ν™•ν•œ λ‹€μŒ 단계 (clear next steps). Sounding defensive, dismissive, or overly cheerful in a crisis destroys public trust immediately.

πŸ”‘ Big Picture

🎯 A Korean crisis statement has 4 required beats:
1️⃣ Acknowledge the incident β€” 사싀 확인 (confirm the facts)
2️⃣ Express sincere apology β€” 진심 μ–΄λ¦° 사과
3️⃣ Explain the cause (briefly) β€” 원인 μ„€λͺ…
4️⃣ Commit to concrete action β€” 재발 방지 및 ν•΄κ²° 쑰치
🚨 What NOT to do: minimize, deflect, use cheerful language, or skip to solutions before apologizing.

🧩 Core Concepts

πŸ”₯ Opening β€” Acknowledging the Incident

πŸ˜” Apology Phrases

πŸ› οΈ Committing to Action

βœ… Exam Strategy

βœ”οΈ Open with 사과 (apology) β€” never with an explanation or defense
βœ”οΈ Use μ§„μ‹¬μœΌλ‘œ / 깊이 to signal gravity β€” avoid casual words like λ―Έμ•ˆν•΄μš”
βœ”οΈ Always end with a concrete commitment: 재발 방지 / 즉각 쑰치

⚠️ Pitfalls

😬 "그런 μ˜λ„κ°€ μ•„λ‹ˆμ—ˆμŠ΅λ‹ˆλ‹€" (That wasn't our intention) β€” sounds defensive; explain only after apologizing
😬 "쑰금 λΆˆνŽΈν•˜μ…¨λ˜ λΆ„λ“€κ»˜ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€" β€” minimizing with 쑰금 (a little) undercuts the gravity
😬 Passive deflection: "이번 사고가 λ°œμƒν•˜κ²Œ λ˜μ—ˆμŠ΅λ‹ˆλ‹€" β€” the passive frame hides accountability
😬 Skipping to solutions without acknowledging harm first β€” audiences feel unheard

πŸ—£οΈ Dialogue Patterns

Pattern 1 β€” Opening statement:
μ €ν¬λŠ” 이번 μ‚¬μ•ˆμ„ 맀우 μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€.
Pattern 2 β€” Core apology:
이번 일둜 심렀λ₯Ό 끼쳐 λ“œλ € 깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€.
Pattern 3 β€” Cause statement:
ν˜„μž¬ 원인 νŒŒμ•…μ— 즉각 μ°©μˆ˜ν•˜μ˜€μœΌλ©°, ν™•μΈλœ 사싀은 μ‹ μ†νžˆ κ³΅μœ ν•΄ λ“œλ¦¬κ² μŠ΅λ‹ˆλ‹€.
Pattern 4 β€” Commitment close:
재발 방지λ₯Ό μœ„ν•΄ κ°€λŠ₯ν•œ λͺ¨λ“  쑰치λ₯Ό μ·¨ν•˜κ² μŠ΅λ‹ˆλ‹€.

🧠 Nuance Bank

πŸ”– Try this exercise

Q1. A company's app went down for 12 hours. Which opening phrase is most appropriate?
β‘  "였늘 앱이 잠깐 λŠλ Έμ–΄μš”."
β‘‘ "μ €ν¬λŠ” 이번 μ„œλΉ„μŠ€ 쀑단 μ‚¬μ•ˆμ„ 맀우 μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€."
β‘’ "앱이 μ™œ λ©ˆμ·„λŠ”μ§€ μ•Œμ•„λ³Όκ²Œμš”."
β‘£ "λΆˆνŽΈν•˜μ…¨λ˜ 뢄듀은 고객센터에 연락해 μ£Όμ„Έμš”."
Answer
β‘‘ β€” Opening with μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€ signals seriousness and acknowledgment before anything else.
Q2. Which apology phrase signals the most gravity?
β‘  "λ―Έμ•ˆν•©λ‹ˆλ‹€."
β‘‘ "μ£„μ†‘ν•΄μš”."
β‘’ "깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€."
β‘£ "λΆˆνŽΈν•˜κ²Œ ν•΄λ“œλ €μ„œμš”."
Answer
β‘’ β€” 깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€ (we deeply apologize) is the most formal and grave apology phrase for a crisis.
Q3. A data breach affected customer records. You want to commit to preventing recurrence. You say:
β‘  "λ‹€μŒμ—” μ•ˆ κ·ΈλŸ΄κ²Œμš”."
β‘‘ "재발 방지λ₯Ό μœ„ν•΄ μ΅œμ„ μ„ λ‹€ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "λΉ„μŠ·ν•œ 일은 없을 κ±°μ˜ˆμš”."
β‘£ "λ³΄μ•ˆνŒ€μ΄ 확인할 κ±°μ˜ˆμš”."
Answer
β‘‘ β€” 재발 방지λ₯Ό μœ„ν•΄ μ΅œμ„ μ„ λ‹€ν•˜κ² μŠ΅λ‹ˆλ‹€ is the precise, formal commitment to prevent recurrence.
Q4. Which phrase is WRONG to use in a crisis statement because it minimizes the situation?
β‘  "깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€"
β‘‘ "이번 일둜 쑰금 λΆˆνŽΈν•˜μ…¨λ˜ λΆ„λ“€κ»˜ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€"
β‘’ "μ§„μ‹¬μœΌλ‘œ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€"
β‘£ "재발 방지에 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€"
Answer
β‘‘ β€” 쑰금 (a little) minimizes the harm. In a crisis, never downplay β€” use λΆˆνŽΈμ„ 끼쳐 λ“œλ¦° without 쑰금.
Q5. The correct sequence for a Korean crisis statement is:
β‘  Solutions β†’ Apology β†’ Cause β†’ Acknowledgment
β‘‘ Acknowledgment β†’ Apology β†’ Cause β†’ Commitment to action
β‘’ Cause β†’ Defense β†’ Solutions β†’ Apology
β‘£ Apology β†’ Defense β†’ Statistics β†’ Close
Answer
β‘‘ β€” Acknowledge β†’ Apologize β†’ Explain cause briefly β†’ Commit to action is the standard Korean crisis communication structure.
Q6. You want to say "We will immediately begin identifying causes and implementing improvements." You say:
β‘  "원인을 λ‚˜μ€‘μ— μ•Œμ•„λ³Όκ²Œμš”."
β‘‘ "원인 νŒŒμ•… 및 κ°œμ„ μ— 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "원인이 뭔지 쑰사 μ€‘μ΄μ—μš”."
β‘£ "λΉ λ₯΄κ²Œ 확인해 λ³΄κ² μŠ΅λ‹ˆλ‹€."
Answer
β‘‘ β€” 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€ (will immediately begin) signals urgency and accountability.
Q7. To say "We will transparently share confirmed facts," you say:
β‘  "사싀이 λ°ν˜€μ§€λ©΄ λ§μ”€λ“œλ¦΄κ²Œμš”."
β‘‘ "ν™•μΈλœ 사싀을 투λͺ…ν•˜κ²Œ κ³΅μœ ν•΄ λ“œλ¦¬κ² μŠ΅λ‹ˆλ‹€."
β‘’ "사싀은 아직 λͺ¨λ¦…λ‹ˆλ‹€."
β‘£ "확인 μ€‘μž…λ‹ˆλ‹€."
Answer
β‘‘ β€” 투λͺ…ν•˜κ²Œ κ³΅μœ ν•΄ λ“œλ¦¬κ² μŠ΅λ‹ˆλ‹€ signals transparency and a commitment to communication.
Q8. A company says: "그런 μ˜λ„κ°€ μ•„λ‹ˆμ—ˆμŠ΅λ‹ˆλ‹€." In a crisis, this sounds:
β‘  Professional and honest
β‘‘ Defensive and trust-damaging
β‘’ Appropriate if said after an apology
β‘£ Standard crisis language
Answer
β‘‘ β€” Leading with or relying on μ˜λ„κ°€ μ•„λ‹ˆμ—ˆμŠ΅λ‹ˆλ‹€ sounds defensive. It shifts focus to the company's intent rather than the public's harm.
Q9. Which phrase signals concern for people affected?
β‘  "빨리 ν•΄κ²°ν• κ²Œμš”."
β‘‘ "심렀λ₯Ό 끼쳐 λ“œλ € μ£„μ†‘ν•©λ‹ˆλ‹€."
β‘’ "고객센터에 λ¬Έμ˜ν•΄ μ£Όμ„Έμš”."
β‘£ "ν˜„μž¬ 쑰사 μ€‘μž…λ‹ˆλ‹€."
Answer
β‘‘ β€” 심렀λ₯Ό 끼쳐 λ“œλ € μ£„μ†‘ν•©λ‹ˆλ‹€ specifically addresses the worry/distress caused to people.
Q10. You want to close a crisis statement by promising swift follow-up communication. You say:
β‘  "μ—…λ°μ΄νŠΈλŠ” λ‚˜μ€‘μ— λ“œλ¦΄κ²Œμš”."
β‘‘ "μΆ”κ°€ μ •λ³΄λŠ” μ‹ μ†νžˆ κ³΅μœ ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "μΆ”ν›„ 곡지λ₯Ό 확인해 μ£Όμ„Έμš”."
β‘£ "더 ν•  말은 μ—†μŠ΅λ‹ˆλ‹€."
Answer
β‘‘ β€” μΆ”κ°€ μ •λ³΄λŠ” μ‹ μ†νžˆ κ³΅μœ ν•˜κ² μŠ΅λ‹ˆλ‹€ commits to speed and ongoing transparency.

πŸ› οΈ Speaking Formula

πŸ“’ Acknowledge β†’ Apologize β†’ Cause β†’ Commit
[μ €ν¬λŠ” 이번 μ‚¬μ•ˆμ„ μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€] + [심렀λ₯Ό 끼쳐 λ“œλ € 깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€] + [ν˜„μž¬ 원인 νŒŒμ•…μ— 즉각 μ°©μˆ˜ν•˜μ˜€μœΌλ©°] + [재발 방지λ₯Ό μœ„ν•΄ μ΅œμ„ μ„ λ‹€ν•˜κ² μŠ΅λ‹ˆλ‹€]

πŸ“Œ Remember

🌟 NEVER open with a defense β€” acknowledge first, explain later
🌟 쑰금 (a little) kills credibility β€” remove it from crisis language
🌟 깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€ > μ§„μ‹¬μœΌλ‘œ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€ > μ£„μ†‘ν•©λ‹ˆλ‹€ β€” scale gravity to incident size
🌟 Close every crisis statement with a concrete 재발 방지 commitment

🎯 Practice Hub

1. A product defect caused customer injuries. The first line of your statement is:
β‘  "저희 μ œν’ˆμ€ μ›λž˜ μ•ˆμ „ν•©λ‹ˆλ‹€."
β‘‘ "μ €ν¬λŠ” 이번 μ‚¬μ•ˆμ„ 맀우 μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€."
β‘’ "고객 μ„œλΉ„μŠ€μ— λ¬Έμ˜ν•΄ μ£Όμ„Έμš”."
β‘£ "쑰사 μ€‘μž…λ‹ˆλ‹€."
Answer
β‘‘ β€” Acknowledging gravity immediately is the correct opening.
2. Which word makes a crisis apology sound minimized?
β‘  μ§„μ‹¬μœΌλ‘œ
β‘‘ 깊이
β‘’ 쑰금
β‘£ 심렀λ₯Ό
Answer
β‘’ β€” 쑰금 (a little) downplays the severity. Remove it from crisis language.
3. You want to commit to minimizing harm. You say:
β‘  "ν”Όν•΄λ₯Ό μ΅œμ†Œν™”ν•˜κΈ° μœ„ν•œ 쑰치λ₯Ό μ·¨ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘‘ "ν”Όν•΄κ°€ 크지 μ•Šμ„ κ±°μ˜ˆμš”."
β‘’ "ν”Όν•΄λŠ” 없을 κ²ƒμž…λ‹ˆλ‹€."
β‘£ "빨리 ν•΄κ²°ν• κ²Œμš”."
Answer
β‘  β€” ν”Όν•΄λ₯Ό μ΅œμ†Œν™”ν•˜κΈ° μœ„ν•œ 쑰치λ₯Ό μ·¨ν•˜κ² μŠ΅λ‹ˆλ‹€ is the formal commitment to harm mitigation.
4. In a crisis statement, which phrase should come FIRST?
β‘  ν•΄κ²°μ±…
β‘‘ 원인 μ„€λͺ…
β‘’ 사과
β‘£ 톡계 수치
Answer
β‘’ β€” Apology must come before explanation or solutions in Korean crisis communications.
5. To say "We will immediately share confirmed facts transparently," you say:
β‘  "사싀이 생기면 λ§ν• κ²Œμš”."
β‘‘ "ν™•μΈλœ 사싀을 투λͺ…ν•˜κ²Œ μ‹ μ†νžˆ κ³΅μœ ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "λ‚˜μ€‘μ— κ³΅μ§€ν• κ²Œμš”."
β‘£ "사싀은 아직 λͺ°λΌμš”."
Answer
β‘‘ β€” Combining 투λͺ…ν•˜κ²Œ (transparently) and μ‹ μ†νžˆ (swiftly) signals both honesty and urgency.
6. A sentence that uses passive voice to hide accountability in a crisis is:
β‘  "저희가 μ‹€μˆ˜λ₯Ό ν–ˆμŠ΅λ‹ˆλ‹€."
β‘‘ "이번 사고가 λ°œμƒν•˜κ²Œ λ˜μ—ˆμŠ΅λ‹ˆλ‹€."
β‘’ "저희 μ±…μž„μž„μ„ μΈμ •ν•©λ‹ˆλ‹€."
β‘£ "재발 방지에 μ΅œμ„ μ„ λ‹€ν•˜κ² μŠ΅λ‹ˆλ‹€."
Answer
β‘‘ β€” λ°œμƒν•˜κ²Œ λ˜μ—ˆμŠ΅λ‹ˆλ‹€ is passive deflection β€” it hides who caused the incident. Avoid in crisis statements.
7. The phrase 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€ most closely means:
β‘  We will think about it
β‘‘ We will immediately begin
β‘’ We have already finished
β‘£ We will eventually address it
Answer
β‘‘ β€” 즉각 (immediately) + μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€ (will begin/commence) = we will immediately begin.
8. Which closing is most effective for a crisis statement?
β‘  "μ΄μƒμž…λ‹ˆλ‹€."
β‘‘ "재발 방지λ₯Ό μœ„ν•΄ κ°€λŠ₯ν•œ λͺ¨λ“  쑰치λ₯Ό μ·¨ν•  것을 μ•½μ†λ“œλ¦½λ‹ˆλ‹€."
β‘’ "더 κΆκΈˆν•˜μ‹  건 고객센터에 λ¬Όμ–΄λ³΄μ„Έμš”."
β‘£ "λΉ λ₯Έ 해결을 κΈ°λŒ€ν•΄ μ£Όμ„Έμš”."
Answer
β‘‘ β€” A promise (μ•½μ†λ“œλ¦½λ‹ˆλ‹€) tied to 재발 방지 and κ°€λŠ₯ν•œ λͺ¨λ“  쑰치 is the strongest close.
9. A company's food product had contamination. Their statement should:
β‘  Start with how common contamination is
β‘‘ Open with acknowledgment + apology before any explanation
β‘’ Begin by explaining the supply chain
β‘£ Reassure customers the product is mostly safe
Answer
β‘‘ β€” In Korean crisis PR, acknowledgment and apology always come before any explanation or reassurance.
10. Which phrase apologizes for causing concern/worry specifically?
β‘  "μ£„μ†‘ν•©λ‹ˆλ‹€."
β‘‘ "심렀λ₯Ό 끼쳐 λ“œλ € μ£„μ†‘ν•©λ‹ˆλ‹€."
β‘’ "λΆˆνŽΈν–ˆλ‹€λ©΄ λ―Έμ•ˆν•΄μš”."
β‘£ "이번 일이 쒋지 μ•Šμ•˜λ„€μš”."
Answer
β‘‘ β€” 심렀λ₯Ό 끼쳐 λ“œλ € specifically names the worry/concern caused β€” 심렀 means mental distress or worry.
11. "깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€" is used when:
β‘  The incident is minor
β‘‘ The situation is serious and public trust is at stake
β‘’ Writing a casual apology text
β‘£ Thanking customers for patience
Answer
β‘‘ β€” 깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€ signals maximum gravity β€” reserved for serious public-facing crisis apologies.
12. A company's system breach exposed user data. Their second sentence (after acknowledgment) should be:
β‘  "ν•˜μ§€λ§Œ 데이터 ν”Όν•΄λŠ” 크지 μ•Šμ„ μˆ˜λ„ μžˆμŠ΅λ‹ˆλ‹€."
β‘‘ "이번 일둜 심렀λ₯Ό 끼쳐 λ“œλ € μ§„μ‹¬μœΌλ‘œ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€."
β‘’ "λ³΄μ•ˆνŒ€μ΄ ν˜„μž¬ 확인 μ€‘μž…λ‹ˆλ‹€."
β‘£ "원인은 아직 λ°ν˜€μ§€μ§€ μ•Šμ•˜μŠ΅λ‹ˆλ‹€."
Answer
β‘‘ β€” After acknowledgment, the sincere apology comes immediately β€” before any explanation.
13. You want to signal the company is taking concrete steps, not just talking. You use:
β‘  "λ…Έλ ₯ν•΄ λ³Όκ²Œμš”."
β‘‘ "원인 νŒŒμ•… 및 κ°œμ„ μ— 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "λΉ λ₯Έ μ‹œμΌ 내에 ν•΄κ²°ν• κ²Œμš”."
β‘£ "μ΅œλŒ€ν•œ ν•΄λ³Όκ²Œμš”."
Answer
β‘‘ β€” 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€ signals immediate, decisive action β€” not vague effort.
14. A public figure's spoken response to a PR crisis should NOT include:
β‘  A clear apology
β‘‘ 재발 방지 commitment
β‘’ 그런 μ˜λ„κ°€ μ•„λ‹ˆμ—ˆμŠ΅λ‹ˆλ‹€ as the opening
β‘£ A transparent explanation of next steps
Answer
β‘’ β€” Opening with 그런 μ˜λ„κ°€ μ•„λ‹ˆμ—ˆμŠ΅λ‹ˆλ‹€ is defensive and shifts focus away from the public's harm.
15. To say "We take this matter very seriously," the formal Korean is:
β‘  "이 λ¬Έμ œκ°€ μ‹¬κ°ν•œ 것 κ°™μ•„μš”."
β‘‘ "μ €ν¬λŠ” 이번 μ‚¬μ•ˆμ„ 맀우 μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€."
β‘’ "λ¬Έμ œκ°€ μžˆλ‹€λŠ” 건 μ•Œμ•„μš”."
β‘£ "μ€‘μš”ν•œ λ¬Έμ œμ˜ˆμš”."
Answer
β‘‘ β€” 맀우 μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€ is the formal "we take this very seriously" phrasing.
16. In Korean crisis communication, 투λͺ…μ„± (transparency) is demonstrated by:
β‘  Saying you're working on it
β‘‘ Confirming facts and committing to share updates quickly
β‘’ Referring people to a hotline
β‘£ Declining to comment until the investigation is complete
Answer
β‘‘ β€” ν™•μΈλœ 사싀을 투λͺ…ν•˜κ²Œ 곡유 + μ‹ μ†νžˆ μΆ”κ°€ 정보 곡유 demonstrates transparency in action.
17. A utility company's power outage lasted 6 hours. Their most appropriate opening is:
β‘  "μ „κΈ°κ°€ λ‚˜κ°„ 게 저희 잘λͺ»μ€ μ•„λ‹Œλ°μš”."
β‘‘ "μ €ν¬λŠ” 이번 μ •μ „ μ‚¬νƒœλ₯Ό 맀우 μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€."
β‘’ "정전이 λλ‚¬μœΌλ‹ˆκΉŒ λ‹€ν–‰μ΄μ—μš”."
β‘£ "정전이 생길 μˆ˜λ„ μžˆμ–΄μš”."
Answer
β‘‘ β€” Acknowledging the seriousness of the incident immediately, without defense.
18. To say "We will take measures to minimize harm," you say:
β‘  "ν”Όν•΄λ₯Ό μ€„μΌκ²Œμš”."
β‘‘ "ν”Όν•΄λ₯Ό μ΅œμ†Œν™”ν•˜κΈ° μœ„ν•œ 쑰치λ₯Ό μ·¨ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "ν”Όν•΄κ°€ 없도둝 ν• κ²Œμš”."
β‘£ "ν”Όν•΄λŠ” λ³„λ‘œ 없을 κ±°μ˜ˆμš”."
Answer
β‘‘ β€” ν”Όν•΄λ₯Ό μ΅œμ†Œν™”ν•˜κΈ° μœ„ν•œ 쑰치λ₯Ό μ·¨ν•˜κ² μŠ΅λ‹ˆλ‹€ is the precise, formal commitment phrase.
19. What does 재발 방지 mean?
β‘  Resolving the current issue
β‘‘ Prevention of recurrence
β‘’ Finding the cause
β‘£ Compensating affected customers
Answer
β‘‘ β€” 재발 방지 = prevention of recurrence (재발 = recurrence, 방지 = prevention).
20. Which four-part structure is correct for Korean crisis communication?
β‘  Cause β†’ Defense β†’ Solution β†’ Apology
β‘‘ Statistics β†’ Apology β†’ Cause β†’ Thanks
β‘’ Acknowledgment β†’ Apology β†’ Cause β†’ Commitment
β‘£ Solution β†’ Acknowledgment β†’ Data β†’ Close
Answer
β‘’ β€” Acknowledge β†’ Apologize β†’ Explain cause β†’ Commit to action is the standard Korean crisis structure.
21. A train company had a safety incident. Their statement ends with:
β‘  "μ΄μƒμž…λ‹ˆλ‹€."
β‘‘ "승객 μ—¬λŸ¬λΆ„μ˜ μ•ˆμ „μ„ μ΅œμš°μ„ μœΌλ‘œ, 재발 방지λ₯Ό μœ„ν•œ λͺ¨λ“  쑰치λ₯Ό λ‹€ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "λΉ λ₯Έ 볡ꡬλ₯Ό κΈ°λŒ€ν•΄ μ£Όμ„Έμš”."
β‘£ "더 μžμ„Έν•œ λ‚΄μš©μ€ 앱을 확인해 μ£Όμ„Έμš”."
Answer
β‘‘ β€” Prioritizing μ•ˆμ „ (safety) + 재발 방지 쑰치 is the strongest, most trust-restoring close.
22. In crisis PR, skipping the apology and going straight to solutions communicates:
β‘  Efficiency and competence
β‘‘ The company prioritizes fixing over caring
β‘’ Audiences feel their harm is unacknowledged
β‘£ Both β‘‘ and β‘’
Answer
β‘£ β€” Jumping to solutions without apology signals that the company is more concerned with its reputation than the people affected.
23. "이 점에 λŒ€ν•΄ μ§„μ€‘νžˆ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€" uses μ§„μ€‘νžˆ to signal:
β‘  Casualness
β‘‘ Gravity and weightiness
β‘’ Speed of resolution
β‘£ Financial compensation
Answer
β‘‘ β€” μ§„μ€‘νžˆ = gravely/solemnly β€” it adds weight to the apology.
24. You want to promise that causes will be investigated and improvements made immediately. You say:
β‘  "원인은 λ‚˜μ€‘μ— μ•Œμ•„λ³Όκ²Œμš”."
β‘‘ "원인 νŒŒμ•… 및 κ°œμ„ μ— 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "원인 쑰사 μ€‘μž…λ‹ˆλ‹€."
β‘£ "κ°œμ„ μ€ μ‹œκ°„μ΄ 걸릴 수 μžˆμ–΄μš”."
Answer
β‘‘ β€” 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€ signals committed, immediate action on both cause identification and improvement.
25. Why should passive voice be avoided in crisis statements?
β‘  It sounds too formal
β‘‘ It obscures accountability β€” audiences want to know WHO is responsible
β‘’ It's grammatically incorrect
β‘£ It makes statements too long
Answer
β‘‘ β€” Passive voice (이번 사고가 λ°œμƒν•˜κ²Œ λ˜μ—ˆμŠ΅λ‹ˆλ‹€) hides the subject β€” who caused the incident. Active voice (저희가 ~ν–ˆμŠ΅λ‹ˆλ‹€) shows accountability.
26–50. (Consolidation and variation drills)
26. A bank's app had unauthorized transactions. Their apology should use which level of gravity?
β‘  "λ―Έμ•ˆν•΄μš”."
β‘‘ "μ£„μ†‘ν•΄μš”."
β‘’ "깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€."
β‘£ "λΆˆνŽΈμ„ λ“œλ Έλ‹€λ©΄ μ‚¬κ³Όν• κ²Œμš”."
Answer
β‘’ β€” Financial harm to customers requires maximum gravity: 깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€.
27. To signal you are not hiding information, you say:
β‘  "λ‚˜μ€‘μ— μ•Œλ €λ“œλ¦΄κ²Œμš”."
β‘‘ "ν™•μΈλœ 사싀을 투λͺ…ν•˜κ²Œ κ³΅μœ ν•΄ λ“œλ¦¬κ² μŠ΅λ‹ˆλ‹€."
β‘’ "μ§€κΈˆμ€ λ§μ”€λ“œλ¦¬κΈ° μ–΄λ ΅μŠ΅λ‹ˆλ‹€."
β‘£ "λͺ¨λ“  μ •λ³΄λŠ” λ‹Ήμ‚¬μ—μ„œ κ΄€λ¦¬ν•©λ‹ˆλ‹€."
Answer
β‘‘ β€” 투λͺ…ν•˜κ²Œ κ³΅μœ ν•΄ λ“œλ¦¬κ² μŠ΅λ‹ˆλ‹€ commits to transparency proactively.
28. A recall notice was needed for a product. Which phrase opens the statement correctly?
β‘  "저희 μ œν’ˆμ€ 기본적으둜 μ•ˆμ „ν•©λ‹ˆλ‹€."
β‘‘ "μ €ν¬λŠ” 이번 μ œν’ˆ 결함 μ‚¬μ•ˆμ„ 맀우 μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€."
β‘’ "리콜 정보λ₯Ό 확인해 μ£Όμ„Έμš”."
β‘£ "이번 일은 μ˜ˆμ™Έμ μΈ μƒν™©μ΄μ—ˆμŠ΅λ‹ˆλ‹€."
Answer
β‘‘ β€” Acknowledging the seriousness of the defect issue first is correct.
29. The word μ—„μ€‘ν•˜κ²Œ in μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€ communicates:
β‘  A light, casual tone
β‘‘ Seriousness, gravity, and weight
β‘’ The company is surprised
β‘£ The situation is under control
Answer
β‘‘ β€” μ—„μ€‘ν•˜κ²Œ = strictly/gravely β€” it conveys the company views this as a weighty, serious matter.
30. A crisis statement that ends with "κ°μ‚¬ν•©λ‹ˆλ‹€" after an apology sounds:
β‘  Professional
β‘‘ Appropriately formal
β‘’ Odd and tone-deaf β€” gratitude is inappropriate after a crisis apology
β‘£ Perfectly normal
Answer
β‘’ β€” Ending a crisis statement with κ°μ‚¬ν•©λ‹ˆλ‹€ creates tonal dissonance β€” it sounds like a cheerful close after a serious event.
31. You want to say the company acknowledges the harm caused. You say:
β‘  "λΆˆνŽΈμ„ λ“œλ¦° 점은 저희도 μ••λ‹ˆλ‹€."
β‘‘ "이번 일둜 피해와 λΆˆνŽΈμ„ λ“œλ¦° 점에 λŒ€ν•΄ μ§„μ‹¬μœΌλ‘œ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€."
β‘’ "ν”Όν•΄κ°€ μžˆμ—ˆλ‹€λ©΄ μ‚¬κ³Όν•΄μš”."
β‘£ "λΆˆνŽΈν•˜μ…¨λ‹€λ©΄ μ£„μ†‘ν•΄μš”."
Answer
β‘‘ β€” Naming both ν”Όν•΄ (harm) and 뢈편 (inconvenience) + μ§„μ‹¬μœΌλ‘œ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€ is the full, accountable acknowledgment.
32. What does 심렀 mean in 심렀λ₯Ό 끼쳐 λ“œλ € μ£„μ†‘ν•©λ‹ˆλ‹€?
β‘  Surprise
β‘‘ Mental distress / worry / concern
β‘’ Financial loss
β‘£ Inconvenience
Answer
β‘‘ β€” 심렀 = mental/emotional worry or concern. It specifically acknowledges the psychological distress caused.
33. A social media post caused public backlash. The first spoken response should:
β‘  Explain why the post was made
β‘‘ Begin with acknowledgment and sincere apology
β‘’ Ask people to calm down
β‘£ Announce the post has been deleted
Answer
β‘‘ β€” Acknowledgment and apology before any explanation is the Korean crisis communication standard.
34. The phrase 재발 방지λ₯Ό μœ„ν•΄ κ°€λŠ₯ν•œ λͺ¨λ“  쑰치λ₯Ό μ·¨ν•˜κ² μŠ΅λ‹ˆλ‹€ means:
β‘  We will try to prevent this happening again
β‘‘ We will take all possible measures to prevent recurrence
β‘’ We have already prevented recurrence
β‘£ We cannot guarantee this won't happen again
Answer
β‘‘ β€” κ°€λŠ₯ν•œ λͺ¨λ“  쑰치 = all possible measures; 재발 방지λ₯Ό μœ„ν•΄ = to prevent recurrence.
35. An airline had a safety protocol failure. Their statement opens with:
β‘  "λΉ„ν–‰ 쀑 λ°œμƒν•  수 μžˆλŠ” 일듀이 μžˆμ–΄μš”."
β‘‘ "μ €ν¬λŠ” 이번 μ•ˆμ „ κ΄€λ ¨ μ‚¬μ•ˆμ„ 맀우 μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€."
β‘’ "ν•­κ³΅νŽΈμ΄ λ¬΄μ‚¬νžˆ λ„μ°©ν•΄μ„œ λ‹€ν–‰μž…λ‹ˆλ‹€."
β‘£ "μ•ˆμ „ 점검을 κ°•ν™”ν•˜κ² μŠ΅λ‹ˆλ‹€."
Answer
β‘‘ β€” Any safety incident demands the most serious tone: μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€ first.
36. Why is starting a crisis with 원인은 ~μ΄μ—ˆμŠ΅λ‹ˆλ‹€ (The cause was...) problematic?
β‘  It's grammatically wrong
β‘‘ It prioritizes explanation over acknowledgment and apology β€” this feels defensive
β‘’ It's too long
β‘£ It uses wrong vocabulary
Answer
β‘‘ β€” Leading with the cause skips acknowledgment and apology. Audiences need to feel heard and apologized to FIRST.
37. Which phrase best signals ongoing communication transparency?
β‘  "더 μ•Œλ €λ“œλ¦΄ 게 생기면 λ§ν• κ²Œμš”."
β‘‘ "μΆ”κ°€ μ •λ³΄λŠ” μ‹ μ†νžˆ κ³΅μœ ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "곡지λ₯Ό 확인해 μ£Όμ„Έμš”."
β‘£ "λ‚˜μ€‘μ— μžμ„Ένžˆ μ„€λͺ…λ“œλ¦΄κ²Œμš”."
Answer
β‘‘ β€” μΆ”κ°€ μ •λ³΄λŠ” μ‹ μ†νžˆ κ³΅μœ ν•˜κ² μŠ΅λ‹ˆλ‹€ commits to speed AND ongoing transparency.
38. A company's supply chain failure delayed orders by 2 weeks. Their statement:
β‘  Opens with logistics data
β‘‘ Opens with acknowledgment of the impact on customers + apology
β‘’ Explains the supply chain first
β‘£ Reassures customers orders will eventually arrive
Answer
β‘‘ β€” Acknowledge customer impact and apologize before any logistics explanation.
39. The sentence "이번 일둜 λΆˆνŽΈμ„ λ“œλ¦° 점 μ§„μ‹¬μœΌλ‘œ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€" would be inappropriate if:
β‘  Used for a major safety incident β€” 뢈편 (inconvenience) is too mild for physical harm
β‘‘ Used for a service outage
β‘’ Used in a press release
β‘£ Spoken by a spokesperson
Answer
β‘  β€” 뢈편 (inconvenience) understates serious harm. For safety incidents, use ν”Όν•΄ (harm) and 깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€.
40. To say "We sincerely apologize for the concern caused," you say:
β‘  "심렀λ₯Ό 끼쳐 λ“œλ € μ§„μ‹¬μœΌλ‘œ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€."
β‘‘ "κ±±μ •ν•˜μ…¨λ‹€λ©΄ μ£„μ†‘ν•΄μš”."
β‘’ "λΆˆνŽΈν•˜μ…¨λ‹€λ©΄ μ‚¬κ³Όν• κ²Œμš”."
β‘£ "λ―Έμ•ˆν•©λ‹ˆλ‹€."
Answer
β‘  β€” 심렀λ₯Ό 끼쳐 λ“œλ € + μ§„μ‹¬μœΌλ‘œ μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€ is the precise, formal expression of sincere apology for distress caused.
41. A crisis statement should close with:
β‘  A question for feedback
β‘‘ A concrete commitment to action and prevention
β‘’ A thank-you for understanding
β‘£ The company's achievement history
Answer
β‘‘ β€” The close must contain a concrete commitment: 재발 방지 and/or 즉각 쑰치.
42. You want to say the company takes full accountability. You say:
β‘  "이번 일은 저희 μ±…μž„μ΄ 아닐 μˆ˜λ„ μžˆμ–΄μš”."
β‘‘ "이번 일에 λŒ€ν•œ μ±…μž„μ„ 저희가 μ „μ μœΌλ‘œ μ§€κ² μŠ΅λ‹ˆλ‹€."
β‘’ "μ±…μž„μ€ λ‚˜λˆ μ•Ό ν•΄μš”."
β‘£ "μ–΄μ©” 수 μ—†λŠ” μƒν™©μ΄μ—ˆμŠ΅λ‹ˆλ‹€."
Answer
β‘‘ β€” μ „μ μœΌλ‘œ μ§€κ² μŠ΅λ‹ˆλ‹€ (will bear full/entirely) signals complete accountability.
43. A spokesperson should deliver a crisis statement with what tonal quality?
β‘  Bright and reassuring
β‘‘ Calm, grave, and sincere (무거운 μ–΄μ‘°)
β‘’ Fast and information-dense
β‘£ Upbeat and solution-focused
Answer
β‘‘ β€” 무거운 μ–΄μ‘° (heavy/grave tone) signals the seriousness of the situation appropriately.
44. Which of these is a sign of poor crisis communication in Korean?
β‘  깊이 μ‚¬κ³Όλ“œλ¦½λ‹ˆλ‹€
β‘‘ 재발 방지λ₯Ό μ•½μ†λ“œλ¦½λ‹ˆλ‹€
β‘’ 그런 μ˜λ„κ°€ μ•„λ‹ˆμ—ˆμŠ΅λ‹ˆλ‹€ (as the opening)
β‘£ μ—„μ€‘ν•˜κ²Œ 받아듀이고 μžˆμŠ΅λ‹ˆλ‹€
Answer
β‘’ β€” 그런 μ˜λ„κ°€ μ•„λ‹ˆμ—ˆμŠ΅λ‹ˆλ‹€ as an opener is defensive, not accountable.
45. You want to add that the company will take every necessary measure. You say:
β‘  "ν•„μš”ν•œ 건 ν• κ²Œμš”."
β‘‘ "κ°€λŠ₯ν•œ λͺ¨λ“  ν•„μš”ν•œ 쑰치λ₯Ό μ·¨ν•˜κ² μŠ΅λ‹ˆλ‹€."
β‘’ "μ΅œμ„ μ„ λ‹€ν• κ²Œμš”."
β‘£ "λ‹€ ν•΄λ³Όκ²Œμš”."
Answer
β‘‘ β€” κ°€λŠ₯ν•œ λͺ¨λ“  ν•„μš”ν•œ 쑰치λ₯Ό μ·¨ν•˜κ² μŠ΅λ‹ˆλ‹€ is the formal, comprehensive commitment phrase.
46. A company's spokesperson ends the crisis statement with: "저희λ₯Ό λ―Ώμ–΄ μ£Όμ‹œκΈ° λ°”λžλ‹ˆλ‹€." Is this appropriate?
β‘  Yes β€” it rebuilds trust
β‘‘ No β€” asking for trust before demonstrating accountability is presumptuous
β‘’ Yes β€” it closes on a positive note
β‘£ It depends on the industry
Answer
β‘‘ β€” Asking for trust before demonstrating action through 재발 방지 measures can sound like demanding rather than earning trust.
47. In Korean crisis PR, 진정성 (sincerity) is demonstrated by:
β‘  Sounding emotional
β‘‘ Acknowledging specific harm, apologizing directly, and committing to concrete action
β‘’ Using long, complex sentences
β‘£ Referencing company history
Answer
β‘‘ β€” Specific acknowledgment + direct apology + concrete commitment = demonstrated sincerity.
48. A school issued a wrong exam result. Their crisis statement should:
β‘  Minimize the issue since it was a small mistake
β‘‘ Acknowledge the impact on students + sincerely apologize + explain the correction process + commit to preventing recurrence
β‘’ Ask students to be patient
β‘£ Focus on how rarely this happens
Answer
β‘‘ β€” Even a "small" academic error has serious consequences for students. Full crisis framework applies.
49. The phrase 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€ vs. λΉ λ₯Έ μ‹œμΌ 내에 ν•΄κ²°ν• κ²Œμš” β€” which is stronger?
β‘  Both are equally strong
β‘‘ λΉ λ₯Έ μ‹œμΌ 내에 ν•΄κ²°ν• κ²Œμš”
β‘’ 즉각 μ°©μˆ˜ν•˜κ² μŠ΅λ‹ˆλ‹€
β‘£ Neither is professional enough
Answer
β‘’ β€” 즉각 (immediately) is stronger and more decisive than λΉ λ₯Έ μ‹œμΌ 내에 (in the near future).
50. The most important principle of Korean crisis communication is:
β‘  Speed β€” resolve first, apologize later
β‘‘ Accountability first β€” acknowledge, apologize, then explain and commit
β‘’ Data transparency β€” lead with statistics
β‘£ Reassurance β€” tell people everything will be fine
Answer
β‘‘ β€” Accountability first is the foundation: acknowledge the harm, apologize sincerely, then explain and commit to action.