Crisis communication plans: Poor predictors of excellent crisis public relations

Abstract

Public relations is an important element in almost all successful crisis mana ment efforts. Newly developed theory in crisis public relations, though, suggests a shift is necessary in the way practitioners view crises. The well-accepted tactics and techniques advocated by practitioners need to be replaced with strategies and beliefs from a new perspective—a perspective or paradigm that defines excellent crisis public relations practice very differently from the literature of the past 20 years.