Managing a Crisis Using Public Relations

Theme is “Public Relations in Response to Crisis” or “Managing a Crisis Using Public Relations”. There is no outline.
Thesis example:
· Crisis management (key concepts) 
· Crisis communication/ Internal crisis communication (communication is an important element in almost all successful crisis management efforts.) 
· Crisis Response
· How do these effects PR?
· The research and advice concerning social media’s role in crisis communication. 
· The process / steps/ model/ strategy to deal with PR crisis management
· Give a successful case analysis (why it is important?)
· Why there were so many cases before but people still can’t deal with the crisis well? 
· Conclusion

Nearly every corporation experiences a crisis at some point. However, the approaches through which the organizations deal with the crises differ. The crisis management approaches that are adopted determine whether an organization will successfully resolve a crisis or experience irreparable damage to its image and reputation. The following discussion examines the use of public relations in responding to crises in organizations. The concepts of crisis management, crisis response, and public relations are explored. Moreover, the importance of communication during a crisis is discussed. The role played by social media in crisis communication is also assessed. A case analysis of successful crisis management is also presented. The effective utilization of public relations is essential for the successful resolution of any crisis.

Using Public Relations in Crisis Management

It is important to use public relations while managing a crisis to ensure that it is resolved effectively. Crisis management entails dealing with threats after their occurrence by utilizing skills to identify, evaluate, understand, and deal with a serious event from the time it happens until recovery (Swann, 2014). Crisis management involves various phases including the proactive, strategic, reactive, and recovery stages. In the proactive phase, the organization performs a risk assessment to identify any potential areas that may cause problems. Organizations need to develop crisis plans to anticipate possible scenarios through asking “what if” questions (Swann, 2014). During the strategic phase, the organization communicates the identified risks. It engages in conflict positioning which entails strategies such as developing key messages, gathering evidence to strengthen the firm’s viewpoint, preparing a media center, preparing the management to handle the media attention, and securing experts to talk on behalf of the corporation. The reactive phase includes the steps taken to respond to the crisis such as an apology, denial, strategic silence, attacking the accuser, and corrective action. In the recovery stage, the organization repairs its image (Swann, 2014).

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