The media should be seen as a conduit, rather than an adversary in achieving these overreaching objectives. Dealing with the media, of course, in any public crisis, is key. In many cases, the media can bring a company more problems, so you better give them what they want. Sam Falcona, Director of Public Relations for Sears, Roebuck and Company in Chicago, has seen his share of crises while working with the U.S. Navy and a nuclear utility company. Media perception, he says, is often as important as reality.
Management is already extremely self-conscious.
Likewise, in response to the recent airbag controversy where airbags were held responsible for killing several young children sitting in the front seats of cars - the Chrysler Corporation established an education program for day care and elementary schools teaching airbag and seatbelt safety. This approach will not only be effective in promoting safety, but it demonstrates to the public that we have learned from the past. Poise under pressure is another key factor cited by crisis communications experts. A calm, concerned approach will see you through any crisis. How a corporation reacts to a crisis often reflects its culture and style.