Page 7 - Crisis Communication Practical PR Strategies

i
v vi Contents
4. Calamities 55
Jerry Hendin, Silvia Pendás de Cassina and Jim Walsh
Introduction 55; Aeroplane accidents 56; Natural
disasters 59; Being prepared: Alaska Airlines 261 60;
When fire strikes – twice 66; Conclusion 71

5. The new dynamics of financial crisis 73
Tim Wallace
Introduction 73; Understanding financial crisis 74;
Institutional investors: potential agents of crisis 77;
Responding to financial crisis 79; Conclusion 86

6. Fraud 88
Thom M Serafin
Introduction 88; Gather the facts 89; Legal issues must be
sorted out 90; Third-party validation 91; Delay and
denial compound the problem 92; When your client is a
victim of fraud 93; Implementing an action plan 95;
Conclusion 96

7. Reorganization and restructuring 97
Kathryn Tunheim, Marianne de Bruijn and Jim Walsh
Introduction 97; Swiss purchase of US financial services
company 98; Moving business from The Netherlands to
Germany 100; Goodwill is vital in a closure situation 103;
Conclusion 108

8. A multitude of challenges for the international
food sector 109
Mania Xenou and Nuria Sánchez
Food safety 110; Health and diet issues 111; Crisis
preparation is the key to success 111; Stakeholders 112;
The need for proactive communication 113;
The media 113; Conclusion 114; Case study 114

9. Negative press and how to deal with it 119
Elizabeth Seigenthaler Courtney and Willem Buitelaar
Introduction 119; Prepare early and often 120; Mitigate
impact with proactive response 121; Detecting a negative
story before it appears 123; No ostriches need apply 124;
Building bridges toward recovery 126; Conclusion 126;
Case study 127