If an MPR crisis cannot be handled with a preemptive approach, what are the guidelines for implementing a reactive plan? Explain your answer in detail

What will be an ideal response?

If possible, break the story yourself as soon as possible. Speed allows you to control the message and avoid speculation and exaggeration by the media or consumers. Remember, stories travel at the speed of light these days, and you do not want to have opposing points of view dominating the dialogue on an issue that concerns your company. Keep all stakeholders informed. People with an interest in your organization should not be surprised. Consider all of the stakeholders involved in the situation and make sure that they hear about a crisis at a time and in a way that is appropriate to their relationship to the firm and the issue at hand. Although you may be tempted to veil things in a crisis, that veil will look like a cover-up as time marches on, so be truthful. Even trivializing an event or action by using softer language can make the firm appear as though it does not understand the seriousness of the situation. Be an information resource. If connectors know they can come to you for reliable information, the chances of them telling your side of the story and assisting in shining a favorable light on the firm in resulting coverage will increase. Apologize and move on. It's okay to say that you're sorry. In fact, if you have something to be sorry for, it's a good idea to apologize. However, be sure not to dwell on the apology. Keep the media up to date. When they can't get information directly from the source, journalists and bloggers will look elsewhere. They might turn to industry analysts, former employees, or even your competitors. If you are trying to manage a message and keep your firm in a positive light, these are probably the last people you want commenting on the situation. Make sure that at least a few visible outlets are reporting your side of the story. You may even consider giving a journalist inside access to show that you are being candid with all stakeholders. Use video when conveying a message because it is the only medium where your original message stays and becomes imbedded instead of edited.