| One of the most exciting and important aspects | | | | public relations officer can make his or her name. |
| of the role of the public relations officer is known | | | | Many broadcasters who find themselves in |
| as crisis reaction management. Crisis reaction | | | | situations like this often carry on their careers, |
| management happens when a problem occurs for | | | | thanks in large to a good public relations officer. It |
| the clients company and is about to be made | | | | is a time when the foundation is laid for the public |
| public or has just been made public, or, at any | | | | to receive information in a way that they will |
| rate, is about to effect the client’s brand. It is | | | | accept the person in a positive light. |
| here the role of the public relations officer tries to | | | | The actual act of public relations and publicity is to |
| spot the information that might cause the | | | | sculpt an attitude not to make a sale. There are |
| problem, or is causing the problem and is | | | | some examples of current proactive planning |
| counteracted with a public relations campaign, or | | | | including the current PR campaigns by certain |
| blitz with the aim to minimize any potential | | | | cigarette companies, abroad, in which they |
| damage. | | | | advertise on websites that they support all |
| There is a strong history of broadcasters, for | | | | efforts to quit smoking and direct the public to its |
| example, making on air mistakes – this is | | | | site to gain information on how to do so. |
| often fought by the client’s publicity people | | | | The global trend is to depend more on modern |
| by deciding to handle it first by having the | | | | technology and less on the carefully planned press |
| broadcaster announce his resignation from the | | | | conference and print ads of years past. This |
| employer. From there the publicity officer is then | | | | makes the role of the public relations officer a |
| controlling the situation. | | | | more complex one, but it is generally regarded |
| Public relations is well-known as a stressful yet | | | | that those who work in it have the power to |
| fulfilling field, but it is moments like this that a | | | | make or break careers. |