Public Relations Review, 23(2): ISSN: 0363-X1 11 William L. Benoit 177-I X6 Copyight '~5 1997 by JAI l'rc\\ Inc. All rights of rcpnduction in .wy...

Crisis Communication 

Based on the readings(please see attached files), what in your opinion, is the foremost tool in any crisis communication manager's toolbox? Put another way, what must every crisis communication manager be sure to do when they find themselves in a PR pickle? 

You may consider discussing public relations techniques, press conference management, and media interviews. 

Required Length -- 1/2 page (10-20 sentences). 

• Attachment 1
• Attachment 2
• Attachment 3