When a crisis occurs at a company negatively affecting public perception, public relations specialists must be prepared to quickly respond to minimize the damage to the company's reputation. Think of a recent (within the past two years) public relations crisis that you do not think was handled properly and respond to the following prompts:

1. Describe the public relations crisis and the steps the company, organization, or public figure took to address the crisis.

2. Why do you believe the crisis was not effectively handled?

3. Review the public relations tools discussed in the chapter. Describe how you would have used at least three public relations tools from the chapter to more effectively manage public opinion during this crisis.