An Extended Examination of the Crisis Situations: A Fusion of the Relational Management and Symbolic Approaches

W. Timothy Coombs and Sherry J. Holladay

Journal of Public Relations Research, Volume 13, Number 4 

          This article explains the tactics and ways to understand Public Relations in times of communication crisis.  It incorporates ideas of the management perspective with the symbolic perspective of each approach to communication.  This critique of public relations tells that relationship itself affects the situation of any crisis and shapes the support and organization of the crisis. The symbolic approach uses the communication crisis as a constraint and an asset at the same time. It explores the effects of relationship history and the perceptions of the crisis with its potential of selecting a response. The management approach provides information prior to crisis responses. This information represents the actions one need to take during crisis and the descriptions of events that happened during the crisis.  The two of these approaches to public relations are fused together by relationship history.