Session: Special Session: The Art of Conflict and Crisis and Spring Exhibition
Presenter: Dr. Raquel Perez, Aileen Izquierdo, and Heather Radi–Bermudez
Recap: At the beginning of the session, the presenters clarified the difference between a conflict and a crisis. A conflict is the inevitable incompatibility of goals while a crisis jeopardizes an organization’s reputation. The process to successfully navigate a crisis begins before a crisis occurs. In the proactive stage, PR professionals develop potential messages and strategies to handle the crisis. The next stage is strategic planning that minimizes risk. Then, following a crisis, a reactive response with both internal and external messaging is required. The final stage is the recovery, in which the affected organization should make sincere changes. Strategic crisis management is necessary for organizations to recover from crises.