PR In Action - MKT 438

Public relations (PR) is defined as "the efforts put forth by an organization to maintain its image with the public (Investorwords.com)". PR is the instrument that shapes the mind of the consumer. Credibility is established, word of mouth follows, and in the process, brand image and loyalty are being built. One very important component of public relations is successful crisis management. For most organizations, a crisis is a "series of unexpected unpleasant events that allows no time to think, organize, or plan appropriate actions" (Damico). The way in which a company handles crisis…