Answer to Question 1
C
Answer to Question 2
Damage control is the task that only public relations can handle. Even the most careful, ethical, and organized companies will probably have to face negative publicity at some pointa product defect, a recall, a hazard, an accident, a public health issue, an employee scandal, etc. Issues can arise from internal problems that have been neglected or left unsolved, or from external forces that have arisen and are completely out of the company's control. This is where damage control comes in.
Public relations departments or directors can do several things to at least calm nerves and cool tempers. They need to focus on the company's reputation and the preservation of the brand. But first, they need to give honest information, speak directly to the public, apologize, spell out the problem and their plan to solve it, and offer something to the public or the customers (a replacement part, a recall program, a clean-up effort, etc.). There are several things they should not dohide from the media, refuse to speak to the public, or insist they are right or innocent.
One of the first things they normally do is to contact the media and hold a press conference, so they can address the issue, answer questions, and show that they are handling the situation. Press releases often come shortly afterwards, and even new ad messages may be created. Most important, PR personnel should be prepared in advance, with accurate data and clear information always at hand, even before bad news hits.
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