PUBLIC RELATIONS STRATEGY AND CRISIS COMMUNICATIONS

In today's business environment a company's ability to compete depends on many factors where significant place is taken by relations with different degments of pulic. The area of public relations can be considered from the perspective of different activities that make it, and in recent decades and through activities that involve the use of modern technology, but in essence it is based on communication and relationship management to build and improve the reputation of the organization. The importance of maintaining good relations with the public is even greater when it comes to communication in crisis situations. Specifically, the capacity and efficiency of PR services are best seen in time of a crisis, so crisis communication is widely accepted as very important special management skill. Crisis communication with the public apply in a situation where the legal, ethical or financial issues are set. PR recommendations emphasize the importance of submissiting adequate and complete information about the crisis event to all interested media, in a very short time span.