Abstract
This public relations guide is centered on the fact that CEOs are increasingly beginning to realize the need to make crisis management a top priority and that PR staff must be relied upon to fulfill this crucial function. In order to succeed, PR staff must now be well equipped to develop, implement, manage and evaluate crisis strategies in order to reduce permanent reputation harm. This instructional guide provides an informative tool for those looking to advance in the PR field, giving the essential knowledge needed to prevent as well as successfully handle the occurrence of crisis with the smallest amount of reputation injury through understanding the types of communication required, the variety of approaches to choose from and the many different phases of the process.
