CRISIS COMMUNICATION
Crisis management is a key PR function. This has become an important part of PR as it specializes in dealing with negative public opinion when the company is in trouble. A crisis can blow up at any time, and unless it is handled calmly and effectively, it may have disastrous results; a career or a company can be ruined.
Planning for a crisis involves planning for a possible crisis in the first place and quickly providing clear information and when a crisis hits. The key to good crisis management is information.
Principles of Crisis PR:
Be prepared
Provide background information
Manage information flow
Agree to a commonplace of action
Be authoritative
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