How can companies avoid lurching from one public relations disaster to the next?
It’s a question that RMIT lecturer Dr Tony Jaques aims to answer with his new book, Crisis Proofing: How to save your company from disaster.
Targeting senior executives and the senior public relations professionals who advise them, the book introduces the idea of Crisis Proofing.
Jaques said the concept was based around a much more proactive role for executives and a more formal strategic approach to crisis prevention and preparedness, rather than tactical crisis response.
“It is built on developing a clear set of actions and priorities in the executive suite to protect the organisation against the impact of crises and major public issues,” he said.
“The book is a conversation with top managers at executive level that will help them understand what they need to do and how to do it, and also how best to work with senior PR professionals.”
The book is published by Oxford University Press.
Jaques, from the School of Media and Communication, has worked for more than 30 years in corporate issue and crisis management communications, mainly in the Asia-Pacific, and served two terms as a Director on the Board of the Issue Management Council, of Leesburg, Virginia.
He runs his management training and consulting services company Issue Outcomes and has a PhD in issue management from RMIT.
A prolific writer on the topic, Jaques also published Issue and Crisis Management: Exploring issues, crises, risk and reputation in 2014.
Story: Louise Handran