6. slide share ppt on role of pr in crisis communication
1. GARDEN CITY UNIVERSITY
ROLE OF PR/CC IN CRISIS COMMUNICATION
Presented by: Ratna kantha.
Presented to: Sakila ma’am
2. What is Public Relations ?
The practice of maintaining a healthy relationship between organization and its public,
employees, stakeholders, investors or partners is called public relations. Public relation
activities ensure the correct flow of information between the organization and its public
also called its target audience. Public relations goes a long way in maintaining the brand
image of an organization in the eyes of its audience, stake holders, investors and all others
who are associated with it.
3. Crisis Communication
Crisis communication means defining and managing the risks that are connected to the activities and media
relations of the company, the rehearsal of the crisis situation and other activities that help to prevent the
escalation of the situation and ensure effective action during crisis situation. History has proven that skilful
communication during crisis period can even turn the crisis into business success.
In crisis situation, the most important factor is time, they are prepared to help their clients 24/7 when it comes
to an emergency. But most importantly they help develop an action plan for after the reputation crisis that
supports the company in regaining the trust of their target groups and partner organizations.
4. The PR role in crisis management
Typically, the PR department will be informed of possible crises. PR staff will play a role in helping to
manage the incident, including:
• Advising on the strategic approach to take.
• Identifying the key audiences to be communicated with
• Drafting support materials -statements, questions and answers, and briefing documents.
5. Crisis management planning
• Certain preliminary measures need to be taken to prevent a crisis, and are usually accomplished through
the creation of a crisis management plan. The plan helps to project likely outcomes and seeks to address
how to effectively deal with those outcomes, should they occur.
• Decisions that have the potential to turn into a crisis should be outlined, minimizing the likelihood of
their ever occurring. "Worst case scenarios" should be outlined as well, and a contingency plan for
dealing with them should be fully explored.
6. The Importance of Public Relations in Crisis Management
Crisis management plan is necessary because news and information is travelling faster than ever. Companies
must be able to quickly answer questions and allegations about looming crisis.
Crisis management is vital for every organization. There are three smart ways to approach crisis situations:
1) Avoid a crisis in the first place (a pinch of prevention is worth a mound of cure)
2) Quickly address and resolve crisis issues before they escalate
3) Seek possible ways to turn your crisis into an opportunity
