Public Relations A. What Does Term Paper

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Choosing the wrong order for the communications hierarchy would also present issues.

If the company had gone to the media without first consulting with regulatory and government agencies, it could have given out incorrect or incomplete information which would make it appear out of touch with the situation and perhaps dishonest even if it was attempting to be truthful.

d. When do you need a proactive crisis management plan?

A company should always have a proactive crisis management plan because it is impossible to tell when a crisis may occur. A proactive management plan helps the company manage the unforeseen event more effectively because the company has identified how to provide complete and accurate information and disseminate it as quickly as it can. When an incident occurs, the company will know who will speak for it, who they will speak to and how they will communicate to each audience.

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e. When do you utilize reactive crisis management? What role does PR play in reactive crisis management?

A company uses reactive crisis management only when it does not already have a proactive plan. PR plays the same role in reactive crisis management as it does in proactive crisis management; it's just not as efficient or effective at handling the situation. Decisions need to be made more rapidly than they are in proactive planning which allows time for careful consideration of the tasks and the alternatives. So, under rapid fire, the PR team will need to agree on a message option, a communication hierarchy, PR tools, and spokespeople......

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