Crisis Avoidance & Management
In addition to promotional press, we need to ensure readiness to address potential crisis such as product recalls, controversies, or misinterpretation of our core messages. This requires that we come up with a formal
emergency plan—in advance. The plan identifies the proper spokesperson depending on the type of event, and outlines the strategy and approach (do we admit, correct or deflect, how soon should we respond, etc.). In
creating this plan, it is important to consider the overall corporate crisis management plan (if you are part of a larger corporation).
A special crisis management training and review session should be delivered to the company or department by either an internal or external PR professional as part of ongoing PR initiatives.
Following is a link to a fairly effective PR crisis plans:
Crisis Communication Plan: A PR Blue Print. Contains a step by step plan to setup an advance crisis contingency plan.
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