Discussion
In the context of PR, the most appropriate way to cope with a negative event that may lead to negative publicity is to :
Answer: D
The most appropriate way is to facilitate news coverage.
Crisis communication practice holds that a bad event will be reported anyway. By releasing the facts quickly, making spokespersons available and explaining what is being done, the organisation becomes the main source of the story, limits rumour and speculation, and keeps its credibility. This is the 'tell it all and tell it fast' principle associated with Ivy Lee and later crisis-management writers.
Discouraging coverage makes journalists suspect a cover-up and dig harder. Denying an event that occurred destroys credibility once the truth emerges. Hiring a new content writer does nothing about the event itself.
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