Public Relations

Essay # 54747

Advertising
Business > Management
Business > Marketing

Public Relations

Examining the way public relations can save a company at a time of crisis.

1,560 words () | 3 sources | APA | 2004 United States

Paper Summary:

Crises can strike a company at any time. Any company is vulnerable to crisis, and it usually occurs when it is least expected. Companies such as Johnson & Johnson, Jack and the Box, Odwalla, and Exxon, have all experienced crises. Managing the crisis without using skilled public relations personnel can ruin a company. This paper discusses public relations (PR) in action and describes examples of effective and ineffective public relations.

From the Paper:

"In order to put PR into action, companies must first conduct PR research. According to Seitel, companies must acquire enough accurate data about its publics, products, and programs. This gathering of data is essential in understanding what the problem is; how it relates to the company's message; how it relates to its programs; and also how it relates to its media plan. Applying this research is the most important aspect. "Knowing when to do what, with whom, and for what purpose" is the basic foundation of implementing a PR plan. PR plans in action, when researched and strategized properly, are the difference between a positive or negative outcome on a crisis."