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A public relations plan can be brief or very in depth--however, the more in depth, the more a client and public relations team can ensure that the campaign will be effective. By breaking down the plan into many steps and being thorough with each one, it makes sure that everyone understands the big picture, and makes public relations valuable to the client and their future.

Despite creating a very thorough public relations plan, it is difficult to prevent or predict certain events which can affect the image of the company. During the process of communicating, sometimes information is missing or lacking--in these cases, people tend to turn to the media to answer their questions. Since one of the jobs of public relations is to communicate with the media, it is very important for the public relations team to provide the media with this lacking/insufficient information as promptly as possible.

The general definition for crises in the public relations fields is, 'an extraordinary event or series of events that adversely affects the integrity of the product, the reputation or financial stability of the organization, or the health or well-being of employees, the community, or the public at large'. While you cannot plan for such events, you can create a crisis management plan, which will help the public relations team and company better respond through communication to the crisis. Most crises are not unexpected--most crises develop over time and the management is aware of the issue much before the public ever is. If management avoids and does not address problems as they surface, this is when these problems will eventually blow up into a crisis. It is in situations where management believes that nothing has happened, so nothing will happen, where a crisis happens and the already difficult job of communication and public relations is made even harder.

One of the most important methods to respond to a crisis, is timeliness. Many experts agree that how an organization responds within the first 24 hours, will determine whether the incident becomes a full blown crisis or just an "incident". Since the public looks to the media in times of problems, the public relations team must react quickly in order to help prevent speculation, which only fuels the fire. And responding to a crisis in a timely fashion does not mean responding with "no comment"--in doing so, this communicates to the public guilt. In addition, avoiding the issue, denying the problem, or attacking only makes the situation worse, when it is already volatile, and is not helping to create a positive image in the eye of the public, a goal that most companies have. As a crisis management team, it is their responsibility to communicate effectively with the public--this is why media training is so important too.

In a case with Johnson and Johnson, seven people in the Chicago area died by ingesting Tylenol capsules laced with cyanide. Within days, the cause of the deaths were discovered and Tylenol was their link--this created nationwide panic and the need for Johnson and Johnson to launch a crisis management plan. As the plan was created, the company put the well being of the public first, and the financial concerns of the company after that. The company immediately communicated to the public not to take anymore Tylenol products until the extent of the tampering could be determined, by using the media. In responding immediately and with the interest of the public before their own interest, Johnson and Johnson set themselves apart from many other large organizations in similar situations and practiced effective crisis communication; the company was at the root of seven deaths which does not create a positive image for them, however, they did make it apparent that the public interest came first in addressing the problem, which helped to maintain some the company's integrity. In addition, by further creating relations with the police and FDA, in combination with the warning through the media and recall, Johnson and Johnson received positive coverage in a time of potentially disastrous coverage. . .

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