Public relations involves communicating with the public and media to create and maintain a positive image for an organization. A PR specialist uses various tools like press releases, newsletters, and websites to directly or indirectly communicate the organization's message to their target audience. The role of PR is wide-ranging and includes preparing feedback, building goodwill, monitoring media coverage, and being part of marketing communications. Crisis management involves having strategies to deal with unexpected negative events through quick decision making. Identifying a crisis manager is one of the first steps, along with planning responses, monitoring for early warnings, and involving stakeholders. The PR role in crisis management includes advising strategy, identifying key audiences, and drafting supporting materials.

2. PR- PUBLIC RELATION
PUBLIC RELATIONS (PR) IS THE WAY ORGANIZATIONS, COMPANIES AND
INDIVIDUALS COMMUNICATE WITH THE PUBLIC AND MEDIA. A PR SPECIALIST
COMMUNICATES WITH THE TARGET AUDIENCE DIRECTLY OR INDIRECTLY
THROUGH MEDIA WITH AN AIM TO CREATE AND MAINTAIN A POSITIVE IMAGE AND
CREATE A STRONG RELATIONSHIP WITH THE AUDIENCE. EXAMPLES INCLUDE PRESS
RELEASES, NEWSLETTERS, PUBLIC APPEARANCES, ETC. AS WELLAS UTILIZATION
OF THE WORLD WIDE WEB.

3. ROLE OF PR
THE ROLE OF PR IN AN ORGANIZATION IS IMMENSE AND WIDER SCOPE, WHICH
INCLUDES:
• PREPARE FEEDBACK FROM PUBLIC AND DECIDE THE AREAS OF IMPROVEMENT IN
ORGANIZATION CREATE RAPPORT AND GOODWILL OF ORGANIZATION IN THE KEY
MARKET AND PUBLIC.
• IMAGE AND REPUTATION OF COMPANY IN DIFFERENT MAGAZINES AND ARTICLES IN
MEDIA AND ITS PUBLICATIONS.
• EVALUATE AND MONITOR MEDIA TOOLS FOR PUBLIC VIEWS AND COMMENTS
REGARDING COMPANY AND ITS REPUTATION.
• PR IS ALSO A PART OF MARKETING COMMUNICATION, WHICH INVOLVES IN
ADVERTISING, DIRECT SALES AND PROMOTIONS.

4. CRISIS MANAGEMENT
• CRISIS MANAGEMENT IS THE APPLICATION OF STRATEGIES DESIGNED TO
HELP AN ORGANIZATION DEAL WITH A SUDDEN AND SIGNIFICANT
NEGATIVE EVENT.
• A CRISIS CAN OCCUR AS A RESULT OF AN UNPREDICTABLE EVENT OR AS AN
UNFORESEEABLE CONSEQUENCE OF SOME EVENT THAT HAD BEEN
CONSIDERED A POTENTIAL RISK.

5. • IN EITHER CASE, CRISES ALMOST INVARIABLY REQUIRE THAT
DECISIONS BE MADE QUICKLY TO LIMIT DAMAGE TO THE
ORGANIZATION.
• FOR THAT REASON, ONE OF THE FIRST ACTIONS IN CRISIS
MANAGEMENT PLANNING IS TO IDENTIFYAN INDIVIDUAL TO SERVE
AS CRISIS MANAGER.

6. BEST PRACTICES FOR CRISIS MANAGEMENT
• PLANNING IN DETAIL FOR RESPONSES TO AS MANY POTENTIAL CRISES AS POSSIBLE.
• ESTABLISHING MONITORING SYSTEMS AND PRACTICES TO DETECT EARLY WARNING
SIGNALS OF ANY FORESEEABLE CRISIS.
• ESTABLISHING AND TRAINING A CRISIS MANAGEMENT TEAM OR SELECTING AN
EXTERNAL CRISIS MANAGEMENT FIRM WITH A PROVEN TRACK RECORD IN YOUR
BUSINESS AREA.
• INVOLVING AS MANY STAKEHOLDERS AS POSSIBLE IN ALL PLANNING AND ACTION
STAGES.

7. THE ROLE OF PR IN CRISIS MANAGEMENT
• 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.

8. THANKING YOU
• DASARA ASWINI
• MA JOURNALISM