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'" (Garfinkel, 2004)
When do you need proactive PR planning? And when do you utilize reactive crisis management?
If only all gaffes crying out for crisis management were so small. When launching a new product or introducing a new enterprise on the part of a company, such as Starbuck's entry into the music selling business, or as the release of a new film starring a new, up and coming star, public relations must be active and proactive in a positive fashion. However, crisis management when a major executive commits a personal or professional ethical lapse or linguistic gaffe requires damage control or reactive management. A recent such problem occurred for the real estate firm Douglas Elliman when its star employee Lisa Crisafulli "made headlines for her big mouth and her pink slip double play" when she made anti-Semitic comments during what was supposed to be a public relations plus for both the firm and its up and coming young player. Both Elliman and Crisafulli have since hired PR professionals to defend themselves and rehabilitate their images, as well as begin legal proceedings. (Neuman, 2004)
In addition, describe the impact of positive and negative PR in your daily life, provide at least two examples of each in the paper.
Ironically, the "Apprentice" provides an excellent example of the ways public relations affects one's daily life. The show is not advertising for Donald Trump's casino and products per se. It does not necessarily portray him in a universally positive fashion, but it generates excellent buzz and disseminates his image as a media player and...
Colleges all over the country have scrambled to subvert negative PR generated from very public student suicides and mental difficulties. (Duenwald, 2004)
Works Cited
Garfinkel, Perry. (July 13, 2004) "On Keeping Your Foot Safely Out of Your Mouth." Business Travel. The New York Times. Retrieved 3 November 2004 at http://travel2.nytimes.com/mem/travel/article-page.html?res=990CE2DA1E3BF930A25754C0A9629C8B63
Duenwald, Mary (October 26, 2004) "The Dorms May Be Great, but How's the Counseling?" The New York Times. Retrieved 3 November 2004 at http://www.nytimes.com/2004/10/26/health/psychology/26cons.html
Levine, Robert. (November 3, 2004) "Would You Like an Extra Shot of Music With That Macchiato?" The New York Times. Business. Retrieved 3 November 2004 at http://www.nytimes.com/2004/11/03/arts/music/03buck.html?pagewanted=all
Neuman, William. (October 10, 2004) "The Rise and Fall of a Sweet Deal: The Swift Rise and Fall Of a Star Broker." The New York Times. Real Estate. Retrieved 3 November 2004 at http://query.nytimes.com/search/article-printpage.html?oref=login&res=9D02EFDB143BF933A25753C1A9629C8B63
Works Cited
Garfinkel, Perry. (July 13, 2004) "On Keeping Your Foot Safely Out of Your Mouth." Business Travel. The New York Times. Retrieved 3 November 2004 at http://travel2.nytimes.com/mem/travel/article-page.html?res=990CE2DA1E3BF930A25754C0A9629C8B63
Duenwald, Mary (October 26, 2004) "The Dorms May Be Great, but How's the Counseling?" The New York Times. Retrieved 3 November 2004 at http://www.nytimes.com/2004/10/26/health/psychology/26cons.html
Levine, Robert. (November 3, 2004) "Would You Like an Extra Shot of Music With That Macchiato?" The New York Times. Business. Retrieved 3 November 2004 at http://www.nytimes.com/2004/11/03/arts/music/03buck.html?pagewanted=all
Neuman, William. (October 10, 2004) "The Rise and Fall of a Sweet Deal: The Swift Rise and Fall Of a Star Broker." The New York Times. Real Estate. Retrieved 3 November 2004 at http://query.nytimes.com/search/article-printpage.html?oref=login&res=9D02EFDB143BF933A25753C1A9629C8B63
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