PR practitioners have a responsibility in a crisis to give the rest of the management team insight and information. PR practitioners should also consider nimbus publics. These are publics that were not designated recipients of messages, activities, or products/services of the organization, but who nevertheless become activated by the crisis.

Imagine you are a PR professional for an organization that has just experienced a crisis, such as Toyota’s recall of cars because the accelerator pedals stuck or the Goldman Sachs and Merrill Lynch financial crises.

1. Identify the organization and situation you are imagining.

2. Describe who the stakeholders are in the organization.

3. Explain in detail how you will show sensitivity to the needs of all stakeholders.

4. Why is sensitivity to the needs of all stakeholders key?