From the course: Public Relations Foundations

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Comparing an issue versus a crisis

Comparing an issue versus a crisis

From the course: Public Relations Foundations

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Comparing an issue versus a crisis

- With the speed of social media you can't afford to underestimate any issue which can turn into a crisis instantly. But in the moment, how do you know something is an issue versus a full blown crisis. Let's clearly define both. In PR we deal with Issues Management by having to understand, mobilize, coordinate and direct all policy planning with the public. We identify any potential issues as a result of policy setting, programs and communication with stakeholder audiences and quickly figure out the impact each issue may have. The goal in Issues Management is to determine your strategic options and how to move forward with communications that will influence a a group's perception in a more favorable way. Of course, measuring the result of the communication and the favorability is the key to showing the success of your issues management process. When issues are dealt with properly there could be positive opportunities for the company, building stronger relationships and advocacy with…

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