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A crisis is any event that threatens the corporate image and reputation of an institution, company or individual that has the potential to generate negative publicity ( Public Relations Melbourne ) and takes an extra time by the management team to deal with it.

Very few companies have an anti-crisis plan, and the few who have it, it is geared almost exclusively toward crisis or catastrophic accident. To speak, even in countries with strong corporate culture and brand is a great shortage, not for our country in the Third World in Latin America
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Why this apparent disinterest? Unpredictability! For no one expects such a circumstance,as a consequence,no one is get ready for it. This is a wrong-doing since it is fairly excellent for our branding campaign, for which we have rather wonderful relations with the press, if our institution is a public service or if the trade is highly competitive; one day we are going to find our name has become proprietor of a newspaper reports ,however,on the negative side.

Another factor is the low value we give to the corporate image, which we talked about in the previous chapter. Everything is important: sales, payable accounts, advertising business, but all of them put a lot less attention to the company’s image.

Underestimating the potential risks. This is often not underestimate some cases and then transformed into a scandal which led to a crisis
. A consumer served a negotiation that was not obvious,a declinement to reply to the press that goes in search of clarification,and so on,are enough to cause a sequence of negative circumstances,however,generally speaking,we do not believe them.

Recognition of the conception that risk only emerges when there are accidents or unpredicted disasters. Believing that only a flood, a chemical or any of these connotations is critical for you to pay is an expensive mistake.

Another cause is the lack of the tangled and complex situation that almost always involves the description of the role of crisis communication in the books on the subject. The risk is featured by :Being unpredicted ,it limits the reply ability. It can not predict. Be relevant to the public ( PR agency ) as consumers, shareholders, suppliers and neighbors. Be result of an underlying panic,added by false information. In several situations,have an primary outside communication. Be new and the ability of utilization of not entire infomation. The information transmitted image, which the journalist for business development
. What is crisis management? It is the strategic management of information and communication in circumstances that perhaps have a bad impact on the fame of an convention and regulation and hurt its attributes.

Effects of a crisis:

* Loss of confidence in the business environment and in its interior, which mainly affect their leadership. * The company becomes a media object, and the consequences of the crisis are compounded by pressure from the media. * Uncertainty among customers of the company, often resulting in cancellations of orders, lack of suppliers, loss of contracts and the disruption of their business. * Interventions to audit office of the public ( Publicity PR ) authorities. Overall, the company is in conflict with society, leading to prosecution
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