Change is an inevitable aspect of conducting business; crisis and related unexpected events are also an intrinsic aspect and learning opportunity for organizational progress (Heath, 2001). During times of crisis public relations is an imperative component of supporting overall managerial activity involving a four-step process including analysis, strategic planning, implementation and evaluation (Ledingham and Bruning, 2000) in application of broader practice beyond the immediate crisis with foresight into the future of the organization as a whole. To be an effective crisis management tactic, such a communications approach must be cross-departmental, to support executive initiatives to define reputational image and re-establish long-term relationships with key audiences (Atkins, Bates, & Drennan, 2006). It is crucial to serve the best interests and well-being of all stakeholders involved (Valackiene, 2010) and function as a strategic management tool in an attempt to support key organizational activities (Grunig and Grunig, 1998), identifying factors including social, political , economic variance. Public relations theorist Grunig further identifies the important role of public relations as a managerial (crisis) function to provide great credit to key publics, fueled by ethical and social responsibility in the best interests of said publics (2006). When defining appropriate courses of action in the presentation of key messages, “apologia” is often used, a rhetorical technique for dealing with crisis situations (Smith, 2009), used to repair the image or defend oneself; and in transmitting this message it is imperative to exude morality and trustworthiness (Khors Schultz and Huxman, 2003). Cutlip, Center...... middle of paper...... ews.com/200809291065/headline-news/a-case-study-in-effective-crisis-management [Accessed November 9, 2013]Tench , R. and Yeomans, L., 2009. Exploring public relations. Second edition. England: Prentice HillTrautman, TD, 2001. Risk Communication: Perceptions and Realities. Food additives and contaminants. Available at: http://ehis.ebscohost.com/eds/detail?vid=4&sid=8bac7563-bf84-485d-a852-8ddfef45 30 8d%40ses sionmgr113 & hid = 107 & bdata = jn npdguguwwxpdmu# DB# DB# DB # DB# DB# DB# DB# DB# DB = A9 537 [Accessed: 22 November 2013]Valackiene, A., 2010. Effective corporate communication: decisions in crisis management. Engineering economics. [Accessed 8 November 2013]. Available at: http://ehis.ebscohost.com/eds /detail?sid= 5d3d 5639-43fd-4099-9c7a-69d0473c78d3%40sessionm gr12&vid=1&hid =16&bdata=JnN pdGU9ZWRzL Wxp dmU%3d#db=bth&AN=49572799 [ Access: November 23, 2013]