Introduction:

Public relations basically arose and developed during crises, since during unrest, strikes and social problems it becomes difficult to inform, so it is worthwhile for the institution to explain and communicate with the public. In this time, which is crowded with the media, it may be possible for an official to find out about the existence of unrest in his institution through the media.in this atmosphere, there are increasing interventions that complicate the situation and factors overlap, which makes the work of a public relations official sensitive to the external public, or to the internal public, the situation is unenviable.

The disorder of the public would weaken confidence in the institution and create an atmosphere of instability in the face of the overwhelming chaos and contradictory requirements of the situation. To satisfy the public, the institution must be able to make a positive reaction, this positive reaction can be successful only if it is prepared in advance and applied thoughtfully. Therefore, the public relations officer should be good at crisis management, because good crisis management may lead to giving a good image to the institution later, by exploiting what is happening. Crisis management is, in other words, the knowledge of identifying the problem or crises that can be obtained and devising appropriate solutions to them while maintaining calm during the storm. So for better crisis management it is necessary to know what to do “before”, "during” and "after" the crisis

 In light of this, this program provides the best practices on public relations and the art of crisis management, through the following axes: (introduction to public relations, crises: their origin.. Their ratings.. Its stages.. Their causes, public relations and crisis management, and the media strategy of crisis management).

Objectives:

• Public relations in conditions of crises and disasters
• A final and immediate end to the crisis.
• Minimize losses to a minimum.
• Restoring trust in the institution after the crisis
• Cooperation with mass media and mass media and their various channels  
• How to set up a specific communication plan
• The foundations of the formation of a specialized team to face the crisis when it arises
• The official spokesman for the presentation of media and press statements 
• Difficulties of dealing with crises in the media
• Constants of crisis response

Target groups:

• Public relations manager
• Public Relations Officer
• Interactive contact Officer of the institution
• Media workers in organizations
• Those interested in studies on the role of public relations in the institution

Main contents:

Module one: the nature of the administrative crises faced by institutions

• The concept of Public Relations
• The concept of Crisis-Crisis Management
• Characteristics of the crisis, classification of crises and their types
• Causes of the crisis - catastrophe
• Stages of crisis formation and its internal interactions
• Crisis management requirements
• Assessment of Public Relations for crisis management

Second module : the role of public relations in the face of the crisis

• The relationship between the nature of PR information and crisis information
• The relationship builds the therapeutic function of public relations and avenges the crisis
• Obstacles facing public relations in crisis management
• The relationship between public relations and crisis stages
• Means and methods of communication

Module three: public relations strategies in crises

• The strategy of not going into details
• Strategy keep your head down, i.e. reveal as little as possible
• He was accused of threatening and hiding information and strongly denied the accusation if it was not true
• Self-defense strategy
• A strategy that takes the blame with full force،
• Give me another chance strategy

Module four : the mental image of the institution

• The concept of mental image and its relationship to the strategic management of the organization.
• Factors influencing the formation of the mental image of the organization.
• The role of public relations in managing the mental image of the organization.
• The advantages that the mental image of the organization brings.
• Strategies for building a mental image in organizations
• Mental image and its role in crisis management

Module five: preventive planning of public relations in crisis management

• Analysis of alarm signals
• Preparing and training the crisis management team
• Prevention, preparedness and initiative management (organizational review)
• Audits of communication and Information Systems
• Advantages of preventive plans
• Communication and media equipment in crisis management centers
• Damage containment and reduction