Using the textbook Marketing: Real People, Real Choices 11e by Solomon / Marshall / Stuart talk about the following regarding Public Relations, its job is to promote goodwill between the organization and its public, so it is essential. It's also the tool organizations use when communicating in a crisis, which requires rigorous risk analysis and skillful navigation to turn the situation into an opportunity. The world is a complicated place with complex challenges. Did you know Walmart has 2 employees to fill the role of crisis manager? One addresses "opposition research" and the other to mobilize resources during a crisis (Seitel, 2017, p. 393). These positions report directly to the CEO, not the marketing director. However, in the smaller organization, the marketing director might also be the crisis manager who reports to the CEO:) Thoughts