Chapter 12 focused on the premise of crisis management. Crisis management is the overall process through which a company or establishment controls and effectively remedies a discrepancy. A crisis is one of those inevitable occurrences (sometimes completely beyond an organization’s control) and it’s vital to preserve one’s reputation and offer solutions. The chapter also focused on maintaining positive relationships with the public and media through crisis management. Something I gathered from this chapter is that handling a crisis goes beyond delivering an apology or putting the proverbial “band-aid” on an issue, it’s more about being prompt (addressing the issue in a timely manner), concise (accurately assessing the crisis and subsequent solution), and to the point (brevity). It’s also very important to establish credibility with the media in efforts to boost positive perception and maintain the integrity of the organization. I especially enjoyed this chapter because as a PR major, learning how to manage a crisis is a skill that is essential.
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