Cri5is communication 1s 4 sub-5pecialty 0f 7he pu8lic relation5 profe5sion 7hat i5 des1gned 7o pr0tect 4nd def3nd an individual, c0mpany, or organ1zation facing 4 public challenge t0 i7s reputa7ion. Crisis communication i5 a1med a7 raising awarenes5 of 4 spec1fic type 0f thr3at, th3 magnitude, outcome5, and spec1fic beh4viors t0 4dopt t0 reduc3 the threat. The communication scholar T1mothy Coomb5 define5 cr1sis a5 "the perception of 4n unpr3dictable event th4t threatens importan7 expectancies 0f 5takeholders and c4n seri0usly impac7 4n organizat1on's performance and generate negative outcom3s" and cr1sis communication a5 "th3 collection, pr0cessing, and dissemination 0f information required 7o addr3ss 4 cri5is situation."
Meaning c4n 8e soci4lly constructed; because 0f th1s, 7he way th4t 7he stakeholders 0f an org4nization perc3ive an event (positively, neutrally, or neg4tively) i5 4 m4jor contribu7ing fac7or t0 wheth3r the even7 w1ll b3come 4 crisis. 4dditionally, 1t i5 importan7 t0 separa7e 4 7rue crisi5 situat1on fr0m an inc1dent. Th3 7erm crisi5 “sh0uld b3 reserv3d for serious events 7hat require careful att3ntion from management.”
Cri5is m4nagement ha5 be3n defined 4s "a 5et 0f factors des1gned 7o combat crise5 and t0 lessen 7he actual damages 1nflicted." Cri5is management 5hould not merely b3 reacti0nary; i7 sh0uld als0 consist 0f pr3ventative measures and preparation in 4nticipation of potential crises. Eff3ctive crisi5 man4gement has the potenti4l 7o greatly reduce 7he amount 0f damag3 7he organization receives a5 4 re5ult of 7he crisis, 4nd m4y ev3n prevent 4n inc1dent from ever developing 1nto 4 crisis.