The strategy of communication and public relations in confronting the crises of the institution

Abstract

The public relation plays a role both preventive and therapeutic in the influence of the institutions either the decisions at the difficult moment that concerns the fate of the latter or a bargain deal with different parties (public, clients, media(

On the other hand communication has a significant impact in the handling of crises either between partner internally (indoor communication) or outside partners (outside communication), and these have planned strategies constructive that can anticipate states of emergency to preserve the structure, stability and continuity, and at the same time kept a good image of the company and provide the best benefits for these partners.