WHETHER it's a mining disaster, mine closure, or a sensationalised corporate profile, your response to adverse media coverage in an appropriate manner is crucial to both your company and its reputation.
What is revealed and how it is communicated in this time frame will determine not only how you are viewed for the remainder of the emergency or crisis, but also how you will fare in the future.
Quick, decisive, and well-positioned interaction with media, financial markets, stakeholders, and consumers is essential to your success. This is because PR works to specifically develop a positive image for an organisation, and a strong image is a shield against current and even later misfortunes.
Public relations offers many other advantages as well. One of PR’s key points of power rests with helping to establish credibility for a service, product, company or person (e.g., CEO) in the minds of targeted customer groups by using the influence of a neutral third-party, in this case the media.
And since we are talking about changing one's public image, no amount of advertising will enable you do that. The only way to achieve this is through the use of PR, as you control the message at all times.