ABSTRACT
This step focuses on the public relations situation as being either an opportunity or an obstacle. It addresses academic and professional research as well as best practice analysis of acknowledged leaders in the field. This step deals with issues management, presenting an analysis of the Black Lives Matter movement as well as public relations lessons of the Exxon Valdez and BP Deepwater Horizon oil disasters. This step also deals with risk management in identifying, controlling, and minimizing the impact of uncertain events on an organization. It focuses on crisis management as the process in which an organization deals with out-of-control issues. This step deals with reputation management as a long-term process in which an organization seeks to build mutual understanding and trust with its publics. Finally, this step focuses on ethics in public relations.
