ABSTRACT
This chapter provides insight into short and long-term approaches to respond to negative influences on organisations. It assesses risk factors and trends affecting organizations facing various scenarios. The chapter explores how competencies, plans, processes and procedures help public relations (PR) practitioners anticipate and react to incidents, issues and crisis situations. It examines the impact of the changing communicative environment on managing risk, incidents, issues and crisis situations. In public relations, risk management is important at an operational level. Moreover, the strategic ability to evaluate potential risk and develop effective responses is vital across an organization's operations. It contributes towards ensuring an organization's licence to operate in wider society. The focus of crisis management training within public relations is primarily on communications. Crisis management capabilities within an organization may be categorized as: intellectual, organizational, cultural and logistical. Crisis management likewise requires competency in handling complex situations and providing strategic counsel.
