Crisis Management Strategies for Sustaining Organizations During a Crisis

Public relations directors often lack crisis management strategies to maintain an organization\u27s reputation following a crisis to ensure continued profitability. Public relations directors who better understand crisis management strategies may benefit their organizations by improving crisis prevention and recovery while maintaining organizational reputation and profitability. Grounded in situational crisis communication theory, the purpose of this qualitative multiple case study was to explore crisis management strategies that some public relations directors use to maintain an organization\u27s reputation following a crisis to ensure continued profitability. Data were collected using semistructured interviews with three public relations directors from Upper Manhattan, New York, supporting documents from previous case studies listed on their website, and journal notes. Data analyzed using thematic analysis identified three themes: reactive crisis communications and decision making, sustainability crisis planning and organizational reputation, and precrisis prevention and preparedness. A key recommendation is for public relations directors responsible for handling crises to understand the potential threats, crisis, and organization encounters, thus innovating crisis management strategies to ensure continued profitability. Positive social change implications could include improved crisis preparedness and reduced crisis disruption while reducing damage economically to the organization and surrounding communities. The resulting positive social changes can help leaders and organizations increase profits, create jobs, and support economic development at the local community level