Page 205 - Crisis Communication Practical PR Strategies

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1 186 Crisis Communication
Conclusion

If we look at many of these common crisis concerns, the core of the
managerial issues is more of an emotional response than a strategic
lapse. The role of the public relations professional, then, is to be the
counsellor who spots these organizational symptoms early and pres-
ents management with a view that moves past a short-term crisis
toward an understanding of the long-term interest – one that articu-
lates both shareholder and stakeholder values and a view that balances
the bottom line with open and engaging communication during and
well after any crisis.