AN ISSUES-CRISIS PERSPECTIVE

This chapter mention about the important topic and this topic is really hot nowadays such as an issue and crisis. After reading this chapter, I have archived a lot of knowledge about the responsibility of public relation practitioners to the manage issues. Moreover, I can distinguish the different between an issue and a crisis. Furthermore, I also understand how do the public relation practitioners have the responsibility during the crisis situation.

Overall, I think that public relation management play a important role in a corporation or organization. Although in the individual or group, if we can not manage, the crisis easy to increase. For managing communication, we must understand the key message is to focus on the human element. As we all know that public relation may regard the media's description events and they play the essential role when they try to communicate with their environment. public relation practitioners's responsibility to create the impression and the unique style and those are really important key of the media. They have to create the plan, strategies, tactics when they are starting to do all organizational communication. Moreover, one of the vital element for the successfulness in the communication plan is media. Media has the most effectiveness to public relation and it also can help to manage the issue and crises as well. "Effective online and offline media management is important and online management is on the rise" (Gwyneth Howell).

In my own opinion, I am very interesting with medium which affect to the public relation because I think that the power of media is very strong. We can create the website or forum which information can spread around the world by online discussion, commend and on that. Thus, this communication medium not only decrease the crisis of public relation management but also create the new challenges for an organization.

After reading this paper, I knew clearly about the different between an issue and a crisis and further the reason why does the crisis occurs. An issue happen when the gap between organization and the audience expectation of the company's behavior. We can say that an issue is the small problem when the organization know how to solve it. On the other hand, if they ignore this issue, the crisis will be easy to arises. We move on to the crisis management in detail and specially it is about the key elements of crisis. A crisis affect the company and prevent the company from functioning properly. Moreover, crisis threaten the reputation's company and customer perceptions about the organization.

I think that we better plan how to prevent and minimize the issue and crisis before those happen, to protect the value of organization.