ABSTRACT
This chapter considers the role of public relations in the fields of risk, issues and crisis management, looks at both organisational and activist perspectives. It offers contemporary insight and a critique of traditional recommendations including narratives concerning corporate apologia. The chapter focuses on two practical techniques that can be employed in assessing risk and responding to potential issues or crisis scenarios: risk analysis matrix, traffic light triage system. Public relations expertise may be used in coaching and mentoring those colleagues who interact with these stakeholders regularly which would be useful in identifying risk, as well as addressing issues and offering support in crisis situations. The chapter examines the role of public relations within community, NGO or activist groups and they enables their work to be considered as part of the field and encourages a less traditional organisational-centric or defensive approach to issues management.
