KEY POINTS

» Corporations have learned that they don’t actually have to address crises that happen, but rather they

need to manage the public perception about the crisis.

the parent company, upon hearing that some of their capsules were found laced with cyanide, began

a full-scale campaign to reassure Americans that the problem would be resolved.

did very little to reassure the American public about its efforts to rectify the problems caused by the

spill, it still has to contend with poor public relations.

» Public relations firms are now helping companies not only with immediate damage control, but also

are strategizing how they can help their clients avert future crises.

on Science and Health, an industry-funded non-profit organization,wrote language for a food disparagement

law, which would make it illegal to publicly criticize food products.

» In 1996, Oprah Winfrey hosted a show on Mad Cow Disease. When she stated she would never eat

beef again, some Texas ranchers took her to court citing the Texas food disparagement law. She ultimately

won the case, but the law remains on the book and the cost of the trial serves as a deterrent to journalists

throughout the United States.

2. How is the food disparagement law an example of crisis management?

3. Besides writing governmental laws to protect corporations, how else might public relations help companies

avoid future crises?

plants. You know that within days negative headlines and TV news stories will appear throughout the country.

a. What do you do first?

b. What publics are you most concerned with?

c. How will you respond to the media?

d. Why is it important that you respond?

2. Select a wealthy individual, corporation or politician who/which is currently in the news for some scandal,

improper behavior, etc. and investigate how they handled the crisis. Can you figure out who their PR agent

PR activities.