COM 320 Reaction Paper #11

COM 320 Reaction Paper #11 - Caitlin Rose CAP 320 Reaction...

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Caitlin’Rose ’ CAP’320 ’ Reaction’Paper’#11:’The’Situational’Crisis’Communication’Theory’ From’the’moment’that’I’first’acknowledged’the’career’path’of’public’ relations,’the’attribute’that’stood’out’as’the’most’important’was’the’constant’ protection’of’an’ organization±s’reputation.’Being’that’crisis’communion’skills’are’ required’in’the’public’relations’profession,’I’was’curious’as’to’what’the’Si tuational’ Crisis’Communication’T heory’would’entail. ’ Just’ as’any’ crisis’ has’the’ability’to’significantly’damage’th e’reputation’of’an’ organization,’proper’crisis’communication’can’repair’it,’while’protecting’future’ crises’from’occurring.’ This’article’defines’crisis’as’an’unexpected’threat’that’may’be’ both’reputational’and’financial.’Reputation’is’further’defined’as’a’ process’in’which ’ “an’aggressive’evaluation’
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