Prevention involves seeking to reduce known risks that could lead to a crisis.This is part of an organization’s risk management program.
A failure to address public safety intensifies the damage from a crisis.
Reputation and financial concerns are considered after public safety has been remedied.
Ultimately, crisis management is designed to protect an organization and its stakeholders from threats and/or reduce the impact felt by threats.
Crisis management is a process designed to prevent or lessen the damage a crisis can inflict on an organization and its stakeholders.
Volumes have been written about crisis management by both practitioners and researchers from many different disciplines making it a challenge to synthesize what we know about crisis management and public relations’ place in that knowledge base.
The best place to start this effort is by defining critical concepts There are plenty of definitions for a crisis.Some crises, such as industrial accidents and product harm, can result in injuries and even loss of lives.Crises can create financial loss by disrupting operations, creating a loss of market share/purchase intentions, or spawning lawsuits related to the crisis.The pre-crisis phase is concerned with prevention and preparation.The crisis response phase is when management must actually respond to a crisis.Public relations practitioners are an integral part of crisis management teams.So a set of best practices and lessons gleaned from our knowledge of crisis management would be a very useful resource for those in public relations.As Dilenschneider (2000) noted in The Corporate Communications Bible, all crises threaten to tarnish an organization’s reputation.A crisis reflects poorly on an organization and will damage a reputation to some degree. Injuries or deaths will result in financial and reputation loss while reputations have a financial impact on organizations.The post-crisis phase looks for ways to better prepare for the next crisis and fulfills commitments made during the crisis phase including follow-up information.The tri-part view of crisis management serves as the organizing framework for this entry.