The research dilemma in management of crisis communication : a case study of the "Mars Snickers recall"

Crises are unpredictable events that can impact an organisation’s viability, credibility, and reputation. Few topics have generated greater interest in public relations in the past decade. An organisation's communication can preserve and protect the organisation's reputation by demonstrating an acceptance of responsibility for the crisis and an addressing of victims' concerns. This paper explores the value of research to test the key communication messages during a crisis communication campaign. Further, it presents a compelling argument about why undertaking research during the most time-pressured situation - a crisis - has a major impact on the organisation's success.