Brilliant PR

Crisis

management

CHAPTER 8

H

opefully you will never need to use the advice in this

chapter, because you will never be on the receiv-

ing end of negative publicity, factual inaccuracies or

overtly critical coverage. Unfortunately, journalists are enti-

tled to express both facts and opinions and there is no law that

says they have to be unrelentingly positive about you. Doubly

unfortunately, journalists are human, like the rest of us, and

sometimes make mistakes.

In the PR industry, crisis management (also called ‘issues and

crisis management’ or ‘firefighting’) is something of an art,

and there are individuals ...