Corporate Image- And its Impact prior to a Crisis

The purpose of this book is to find out whether a favourable corporate imageis important prior to a PR-crisis.The methodology is a critical review of the literature as well as a descriptionof how to put together employ and analyse an interview and a questionnairewhich was distributed to students in England and Germany.The findings comprise the comparison of the results of the questionnairesand the answers of the interview with the literature. The favourable corporateimage proves to be important prior to a crisis and a good relationship withthe media should be built by the organisations in order to diminish the risk ofmoral panic.Three case studies show that the favourable corporate image and a good mediamanagement policy are valuable assets of a company especially nowadayswhen bad news can be communicated rapidly by modern media toolslike the Internet.The target group of this book should be interested in crisis management andcrisis PR as well as the consequences of a bad or rather favourable corporateimage prior to a PR crisis.