A response model for the public relations management of a critical incident

This paper seeks to propose a simple four‐element model for how organisations should manage their public relations when they are faced with a critical incident.

The article brings together findings from previous research to construct a four‐element model. Five short case studies are then used to illustrate how the four elements contribute to the management of a critical incident.

Organisations need to follow four elements for their public relations when they are facing a critical incident. These four elements are: think of the public and the media; act fast; be straight; and, show concern and compassion.

Those organisations that used the four elements of the public relations process appear to have gained not only from the short‐term benefits of managing the incidents but also from a long‐term effect on their corporate reputations.

This paper is of value to senior managers and public relations professionals in that it provides a simple four‐element model for positively managing public relations in a critical incident.