Dealing with Crisis

As we have discussed earlier, if it is a 'natural disaster' like deluge etc. , we have to train either our staff for Disaster Management or outsource people for the same .
However, if it is 'man made'; the PR department/Agency has to study the crisis in details within shorter span of time. It is little bit easy job for an internal PR dept. as compare to the external agency. Because being part of the organization internal PRO is quite well versed with the internal public, which becomes more beneficial especially at the time of communication in cases like strikes of employees.
Crisis do not take place overnight. It is like an infection which spreads due to ignorance. So, here internal PRO works like a family Doctor who is aware about patients constitution. As communication is the most important factor while dealing with crisis, PRO can definitely communicate effectively and can establish good relationship successfully between the organization and its internal Public.
We can say PR professional has to act like 'Fire Brigade' during Crisis Management to save the image, product or damage to the organization itself.
Once you understood the problem thoroughly, you can plan to solve it accordingly. One can use various tools available in Public Relations to overcome the crisis.
However, the problem may not always be due to the internal public; it may be Competitors, Consumers or fluctuations in the market. Now in some or the other cases organization has to integrate internal PR with external PR agency to speed up the solution. External agencies have separate Crisis Management teams work for 24 hours; which may be able to handle external public more quickly with help of internal PR.
Use of various tools successfully depends upon the skill of a PR professional like a Surgeon who diagnose the disease and does the suitable surgery accordingly.
Use of Media, Non -media, CSR or other remedial measures are in the sole discretion of a PR person and the skill obviously comes thorough combination of knowledge & experience.