Public Relations in Crisis Situations

?PUBLIC RELATIONS IN CRISIS SITUATIONS. Public relations involves much more than communicating information and determining how, when and where to release it for maximum effect. This is especially true in crisis situations, where advance planning and having a predetermined strategy can minimize damages and help an organization respond more quickly. Literature suggests many principles of public relations, and various "dos and don'ts," which serve as guidelines for public relations activities. Yet every possibility cannot be anticipated. A crisis often involves an element of the unexpected, and much can be learned from examining actual situations and how they were handled effectively or ineffectively.

Crisis, or "emergency," situations which require public relations occur on a continuing basis in our society. It does not take a catastrophy for a situation to be an emergency. Any situation that may damage a person's or organization's name, position, reputation, sales, finances, opportunities, or relationships can be an emergency. Once an emergency happens it must be dealt with, but in many cases steps can be taken to prevent emergencies.

Ethical conduct in business and government is one preventive measure that reduces emergencies. Anyone who lies, creates false records, or who knowingly uses defective materials is creating a potential emergency. The best defense against this type of emergency is to follow ethical standards of behavior.

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s? What is the best timing? When should we follow up? Recommended procedures for public relations planning involve a careful look at an organization's origin and history, a wide look around (check the attitude of employees, neighbors, customers or public constituencies), and a long look ahead. Actually, having a strategy "is at the heart of public relations planning."?FN1Scott M. Cutlip and Allen H. Center, ?MDUL?Effective Public Relations?MDNM?, Revised Fifth Edition (Englewood Cliffs: PrenticeHall, Inc., 1982) pp. 167168. ? In the FDA's case, it recognized its errors and changed its ways. When a study on nitrites came out in 1978, the FDA released the study but did not announce any intended action. Instead, it requested a peer review, and in the end the nitrite study didn't hold up. In 1980, when a study about caffeine was completed, the FDA "worked closely with the coffee and soft drink industries to make sure there were no surprises for them."?FN1Pines, p. 16. ? Keeping affected constituencies informed of decisions may minimize criticisms and resistance, and the communications process works both ways. It is also useful for organizations to develop contacts with the media. By being accessible to reporters an

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