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The management of the crisis situations is a field that has known a fast development in the last few years

in the area of practical applications as well as that of research. Among the teams of crisis management are the practitioners in public relations because a company that does not benefit from a professional management of a crisis will never be able to solve the problems. The classification of the crisis situations is etxtremely important for the identification of adequate strategies for their management. In the specialty literature we can encounter the following criteria: causes (internal and external factors, conjunctural or structural), unfolding in time (sudden or slow), the amplitutde (superficial or profound), the level it operates and consequences (it affects the personnel, the customers, the partners, the public opinion, etc). I think that people want correct and accurate information about what happened in a certain situation and about the way this may affect them. Because of lack of time, there is the risk of incorrect information in a crisis, of rumors. And the accuracy of the information, the promptness and the correctness of the answers play a very important role for security and for the public opinin. The success of a strategy of communication depends greatly on the person designed to transmit the messages the spokesman, who, in some cases, may not be a specialist in public relations. This needs to be legitimated by the position he holds in the company, to denote credibility, and to be perceived by the public as a detainer of information. By coherence, stand, and preparation, the spokesman is the person that imposes the style for the managment of a crisis.

2. Planning in case of crisis

It is essential that the messages are thought before the crisis appears, within a global scheme of communication in crisis. Public relations can play an extremely important role in the preparation of the spokesman (when this person has anpther specialty) but also in the drafting of certina pre-defined messages.

The most important quality of a communication plan is clarity.11 Stated in an accesible language and directly operational, it has to be known in advance by its actors, before any exercise of crisis.12 Also, the plan needs to be reviewed and modified periodically.
Regarding the case study on the scandal Pepsi, presented above it is obvious the important

role that the relationship with the mass-media had, the opening and transparency of the information, which denotes we have nothing to hide. As important as that was the orientation towards the public of consumers, the assurance for them regarding the observation of the production norms; the building of clear messages, with substance, that revealed the responsibility of the organization as a mark of character , and aspect that was strengthened by the post-crisis actions when Pepsi thanked fr the support.
I think Craig Weatherup, a spokesman, has met the requirements for the perfect crisis, profesionst became a defender because he defended the organization's image and showed that she has nothing to hide. In moments of crisis for any company, the application of appropriate communication strategies can significantly reduce or cancel the negative effects.