The Role Of Public Relations in Crisis Management

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The Important Role of Public Relations in Crisis Management

Chapter 1:    Introduction

  • Definition of Crisis
  • Types of crisis – Financial, Operational, Political
  • Short-term and Long-term effects of a crisis
    • Brand image tarnished
    • Decline in sales, revenue, profits
    • Loss of trust and credibility
    • Costs incurred in litigation, media ads, and other professional services
    • Investment flow can get seriously endangered
    • Loss of business leading to bankruptcy
  • Public Relations strategy for Managing, Preparing, and Averting a Crisis

Chapter 2:    Taking Responsibility and Addressing Issues Promptly

  • Transparency in disclosing account statements
  • Accepting mistakes and offering public apology
  • Forming a PR Crisis Management Team for solving the crisis
  • Sharing the solutions plan with the public and stakeholders
  • Introducing a Crisis Helpline to redress grievances
  • Appointing a Spokesperson to communicate urgent, critical issues

Chapter 3:    Assurance to the Stakeholders

  • Expert team for communicating with respective stakeholders
    • PR for Investor Relations Team
    • PR for Supplier Team
    • PR for Government Agencies Team
    • PR for Media Relations Team
    • PR for Dealers and End Consumers Team

Chapter 4:    Use of Media for Mitigating the Crisis

  • Print media, such as newspapers and magazines
  • Public message on television to inform the public about steps taken for management and preparedness to tackle the crisis
  • Press release, white papers, and advertisements
  • Social media, such as Facebook, Twitter, etc.

Chapter 5:    Hiring the Services of a Brand Ambassador

  • A sports celebrity can issue a message through the media and assure the public
  • A film actor can also be used to mitigate the negative impact of crisis
  • A noted, social activist can issue public statements

Chapter 6:    Conclusion

  • Public Relations Department mitigates the adverse impacts of a crisis
  • Important to take responsibility and share the action plan with public and stakeholders including investors, suppliers, government agencies, etc.
  • Use of print and digital media to communicate with the public
  • Retaining the company image by hiring the services of a brand ambassador