In many instances public relations activities take the form of damage control, and in these instances, the firm is in a reactive public relations strategy mode. Although a reactive strategy may seem a contradiction in terms, organizations must be prepared to react to bad news. Organizations that understand their inherent vulnerabilities in the eyes of important constituents will be able to react quickly and effectively in the face of hostile publicity.

For your individual work, write a one - two page paper that answers the following questions:

Consider the BP oil spill that spawned a heavy public relations campaign after beaches were closed and wildlife was affected.

• Did BP use a proactive or reactive strategy? Explain why.
• Was the strategy effective? Why or why not