Crisis Communication and Reputation Management

Crisis Communication and Reputation Management

Despite the best efforts of public relations managers, crisis plans, no matter how comprehensive, aren’t perfect. Simulations often help identify weaknesses and oversights, but the only true measure of the value of a plan is when a crisis occurs. Describe three epic crisis communication failures that, in hindsight, managers should have anticipated and prevented from happening. For each case, (1) provide context that explains why managers did what they did and how the mistakes should have been prevented, and (2) steps managers should take to avoid repeating these mistakes.