Reputation of an organization is an honor of it. But once it has trouble inside, crises will shut it down.
After taking a glance at both of these two chapters—chapter 8 and chapter 10, things get a bit clear for me. Communication is important between one organization and the rest publics. PR people need to know the market`s current situation and how the environment is like, then name out the steps which they think are useful on a list. To make sure they decline the crises of one particular organization to the least, and on a contrary, to increase its reputation till very high.
It is the basic way of thinking as a PR person, nonetheless, it is hard to implement, there are various issues generating all the time. Many ones are like once you settle one issue down, multiply different problems will come out again.
Many organization`s main goal is to gain profit, in my opinion, there are a lot of “profit” which the organizations are catching up with are intangible. For example, reputation is one of their wealth. Organizations need to keep their eye on money and reputation at the same time. But if their PR has got these two for them, meanwhile, some problems occur will make crises and that is to say a PR cannot focus on prize without mentioning the weaknesses.
Although it seems to be easy to get to the destination, PR people still need to be careful with declining the weakness of it.
