Which item is listed among the seven deadly sins of crisis communication?

• A. Deception
• B. Mistrust
• C. Calmness
• D. Fabrication

Answer: (D)

In crisis communication, trust hinges on what you share being true and verifiable. Fabrication means making up facts or presenting false information as if it were true. That act directly undermines credibility and fuels misinformation, so it’s singled out as a deadly sin because once false information is out there, it’s extremely hard to recover trust and steer the narrative effectively.

Calmness is actually a strength in a crisis, helping people understand and respond clearly. Mistrust tends to be a consequence of poor information practices, not a deliberate misstep you commit. Deception is closely related to lying, but the term used in this list is fabrication, which specifically highlights the creation of false information being put into the public domain. That’s why fabrication is the item identified.