What is the focus of crisis communication?

Crisis communication primarily concentrates on defending an organization’s reputation during unforeseen and potentially damaging events. This area of public relations involves managing information and communication strategies to mitigate negative impacts, clarify misunderstandings, and maintain trust with stakeholders and the public. Effective crisis communication aims to provide timely, transparent, and accurate information to ensure that the organization can navigate through the crisis while minimizing harm to its image and preserving relationships with key audiences.

In contrast, launching new products, enhancing advertising strategies, and organizing team-building activities focus on proactive measures that promote growth, visibility, and morale within an organization. While these aspects are important to public relations, they do not address the specific need for managing and defending the organization's image and reputation in times of crisis.