• Damages Public Safety
• Financial Loss to Company
• Company’s Reputation Loss
THREATS CAUSED BY CRISIS
Crisis communication is a subspecialty
of the public relations profession that is
designed to protect and defend an
individual, company or organization
who is facing a public challenge to its
Crisis communication is designed to connect a variety of audiences to each another, such as:
• Crisis management team
• PR team
• IT team
• Department heads
• Security personnel
• Local police & first responders
• Government officials
WHO NEEDS CRISIS COMMUNICATION?
• PR professionals appear unsure and
tentative, since they don’t have facts or
• Competence of PRO based on how they
convey the message during media interviews.
• PRO should prepare confidently to showcase
• The best way to gain credibility is to
concede an obvious point.
The PR Professional need to express
the deep commitment to communicate
with the general public, media and
other stake holders.
• Company professionals should demonstrate caring
attitude towards the crisis and the victims of
• The public will be more worried about the
victims of the crisis.
• PRO should be capable of resolving
the situation or solving the problem.
• Be sympathetic & apologetic
• Manage information flow
• Manage crisis team to focus on the event
• Assume the worst case scenario
• Have a trained spokesperson
• Resist the aggressive approach
• Understand why the media are here
• Remember all audiences
KEY PRINCIPLES OF CRISIS