Issues and crisis management : James Hardie Industries

Public relations is a multifaceted practice that facilitates mutually beneficial relationships between organisations and audiences. Crises are unpredictable events that can impact an organisation's viability, credibility and damage and often destroy the organisation's reputation. The size of the organisation is irrelevant, crises can and will happen (Barry 2002; Mitroff 2005). Recent research indicates that even though after the onslaught of a crisis 27 per cent of organisations will fail to exist, the majority remain unprepared (Howell & Miller 2013; Fearn-Banks 2011). Crisis management is now an increasingly important aspect of public relations. As Regester and Larkin (2008, p. 163) observe, organisations should not question whether a crisis will occur, 'it is only a matter of when, which type and how'. When a crisis does occur, the organisation must respond expeditiously using transparent and honest communication