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,

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.