ABSTRACT
This chapter is about surviving, and avoiding a crisis and it discusses the discipline of public relations no matter what fate has in store. Public relations is needed not only for responding to the media in a crisis effectively, but also for relationship management to keep informed and retain the active support of employees, investors, and customers, and many other stakeholders. Crisis management is a concept of anticipating the various crises that may occur in the future, formulating and preparing effective measures in response, and when necessary implementing these responses. The crisis management team is usually composed of top management, and will include persons from the various departments and divisions with expertise related to the type of crisis. Naturally the leaders of the organization and those responsible for crisis management must provide employees with an explanation that will satisfy them not just during the crisis, but also after the settlement of the crisis.
