In a crisis, public relations practitioners may like to think of media as friendly adversaries, but they must anticipate a "feeding frenzy"
and adopt "battlefield rules."

Question

Quizplus · Accepted Answer

In a crisis, public relations practitioners often view the media as "friendly adversaries" because while the media can help disseminate the organization's messages and perspective, they also aggressively seek information and can amplify negative aspects of the crisis. Therefore, PR practitioners prepare for intense media scrutiny, akin to a "feeding frenzy," and adopt strategic, proactive approaches similar to "battlefield rules" to manage the situation effectively.

In a Crisis, Public Relations Practitioners May Like to Think