Public relations Essay Example | Topics and Well Written Essays - 2250 words

Public relations - Essay Example le during crisis management and help in building goodwill about the company to the target market and community through special programs and philanthropic work. In this paper we will specifically talk about the role of crisis management by the public relations specialist. Crisis management is a new field in public relations management. The activities for crisis management should be proactive so that potential forecasts can be recognised and corrective measures can be taken. The basic pattern that is followed is to identify the crisis situation, minimize the effect and recover from the crisis. James E. Lukaszewski, has given seven dimensions to of crisis communication management. These are: Operations; Victims; Trust/credibility; Behaviour; Professional expectations; Ethics; and Lessons learned. The operations dimension includes responses such as: candour, explanation, declaration, contrition, consultation, commitment and restitution. The victim management dimension has cycles and all victims move through these cycles as they resolve the situation. These cycles are: recognition of impact, seeking retribution, and severely distorted recollection. The third dimension is based on trust and credibility. Some behaviour such as explaining problems and the willingness to talk openly, with respecting the victims all illustrate the credibility of the organisation. The behaviour dimension shows us the negative behaviour demonstrated by the companies work against them in crisis situations. These negative behaviours include: inconsistency, little preparation, arrogance, minimizing the needs of the victims and not responding to them. The professional expectation dimension includes the standards involved in the industry. For the food industry there would be standards such as Public Relations Society of Americas (PRSA) Code of Professional Standards and the International Association of Business Communicators (IABC) Code of Ethics for Professional Communicators. In the ethical