7. Fill in the proper prepositions.

1. They can be broken down … four basic categories

2. Where are the gaps potential problems could sneak …?

3. This can be the CEO, an organization's president or a PR staff member who specializes … crisis communications.

4. Let's look … a few of the different areas and industries in which PR professionals work.

5. Even though the deaths were a result of local tampering, Johnson & Johnson engaged … a nationwide warning campaign and ordered the removal of all Tylenol capsules from store shelves … a cost of $100 million dollars.

6. Johnson & Johnson's commitment … consumers helped them win back public trust.

8. Write questions for the following answers.

1. There are many kinds of potential PR crises.

2. A good crisis management plan requires honest self-assessment from an organization.

3. It's necessary to bring in an outside PR consultant to analyze an organization for potential crises.

4. This person also should be a skilled apologizer.

5. In 1982, seven people in the Chicago area died after ingesting Tylenol laced with cyanide.

6. When another woman died from poisoned Tylenol capsules in 1986, Johnson & Johnson recalled all capsules and ended their production.

9. Read the text below and think of the word which best fits each space. Use only one word in each space.

Text 2

There have been countless public relations (1)………. in the past and there are five steps that should be executed in order to properly manage a crisis. First, the corporation in crisis should be prompt, addressing the (2)………. immediately following the discovery of the crisis. Second, the corporation in question (3)………. maintain honesty because the public is more willing to (4)………. an honest mistake than a calculated lie. Third, it is important to be informative because the (5)………. as well as the public will create their own rumors if no (6)………. is given to them by the corporation in crisis. Rumors can cause significantly more damage to the corporation than the (7)……….. Next, it is important to be concerned and show the public your care because people will be more forgiving if it is clear that the (8)………. cares about the victims of the crisis. Finally, maintain two-way relationships. This is important because the corporation can learn a lot about the status of public opinion by listening. These five steps are necessary in order to manage any crisis (9)………. relations situation.

With that having been said, each crisis situation is unique and, therefore, requires a tailored response. There are six (10)………. of responses and they range on a continuum from defensive to accommodative. First, corporations (11)………. attack the accuser attempting to eliminate the attacker’s credibility. Second, corporations can use denial claiming that (12)………. crisis exists. The third response is justification where the corporation claims no serious damage was done or that the (13)………. was at fault. Fourth, the corporation can use ingratiation to appease the public, such as giving away coupons. Next, corporations can use corrective (14)………. to right their wrongs. Finally, the corporation can give a full (15)………. asking for forgiveness for their mistake. All six responses have been used in the past with varying results. If chosen properly, one of the six responses can (16)………. mitigate damage.