Crisis - Strategic Management in Public Relation

Saari Ahmad ()
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Saari Ahmad: Universiti Utara Malaysia

International Journal of Academic Research in Accounting, Finance and Management Sciences, 2012, vol. 2, issue 4, 173-193

Abstract: This is a concept paper to explore the strategic management approaches in public relations during crisis. The main objective of this article is to identify the most effective action plan for Public relation. The review of the strategic management in public relations literature reveals that the relationship between strategic management and public relations is still vague. Four stages were identified in the process of establishing the action plan for public relations and eleven strategic actions were captured based on the review of literature as well as past working experience of the author. The four stages are environmental assessment, strategic assessment, implementing the action plan lastly evaluation and corrective actions. In addition eleven strategic actions were identified for effective public relations.

Keywords: Strategic management in Public Relations; strategic action plan (search for similar items in EconPapers)
JEL-codes: H12 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijaraf:v:2:y:2012:i:4:p:173-193

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