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The Public Relations Handbook, 5th Edition by Alison Theaker

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Chapter 8Risk, issues and crisis management

A collaborative role for public relations

Heather Yaxley

Chapter Aims

This chapter considers the role of public relations in the fields of risk, issues and crisis management, looking at both organisational and activist perspectives. It offers contemporary insight and a critique of traditional recommendations including narratives concerning corporate apologia. Practical ways to respond to an increasingly complex world are introduced and limitations of the involvement of public relations are recognised. Consideration of the self-image of public relations as a boundary-spanning function is provided with reference to global–local operations. The chapter’s overall intention is to outline a collaborative ...

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