Proactive planning in public relations means not waiting for a crisis to occur before engaging in strategic public relations. Companies and organizations can and should have processes in place to handle crises; this can be particularly important in vulnerable fields such as energy. By developing a public relations strategy that includes crisis planning but that focuses on strategic public relations, companies and organizations are able to use public relations to generate goodwill and communicate the positive aspects of their operations to various stakeholders.
In this situation, feedback is important from the various publics involved. Government regulators, consumers and suppliers
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