Review the crisis communication case studies in both the Lachlan and Liberman texts.
In the Apple "Bendgate" crisis, the company faced a variety of challenges, including a component called Technology-Image Expectancy Gap Theory. In at least two brief paragraphs (30 to 50 words each):
1 -- Define and provide an example of the Technology-Image Gap Theory, other than "Bendgate."
2 -- Discuss how Apple was effective or not before, during and after the communication crisis.
References to crisis communication research/theories from the textbooks and previous material are always suggested to bolster your discussion.