PR 660 Lecture 85: Suggestions for Coping with Crisis

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

Once you have identified the particular accusations and audiences, there are a couple more steps you need to do. First, you might have to redefine your attack. Second, instead of altering the accusations nature, the organization might try to refocus its attention on other issues. An example of this is using a counterattack to shift the attention of the audience away from the accusation. However, this is a risk the organization must take because they are ignoring the accusation. If the key audience shifts their focus to the issues that the organization emphasizes in its image repair message, the organization might end up benefitting from this. You shouldn"t attack the accusers in the audience because the audience might think of this as wrong if they are sympathetic to the victims. Third, you could think about each individual actions and decipher which may not be as important to the audience or not important as the other accusations.