Speaker 1: Hello and welcome to iNurture videos. In this video we will learn the roles of PR in crisis communication and disaster management. At the end of this video you'll be able to outline the five C's in crisis communication. Crisis can occur as a result of an unpredictable consequences of some event that had been considered a potential risk and it can have negative consequences if not handled properly. A crisis can create three related threats, public safety, financial loss to the company and company's reputation loss. These three threats are interrelated. Unsafe conditions, injuries or death of a worker will result in financial and reputation loss of the company whereas reputation loss will have a financial impact on the organization. Crisis is a significant threat to operations or reputation of an organization that can have negative consequences if not handled properly. Now let us see the five C's of crisis communication. Competence, credibility, caring, capability, commitment, competence. In early phases of a crisis the PR professionals appear unsure and tentative since they do not have facts or information. The public cannot see the crisis handling measures taken by the company. They judge the competence of PR professionals based on how well they convey the message during media interviews. So PR professionals should prepare confidently to showcase their competence. The next C is credibility. If anything undercuts the credibility of the PR professional it may threaten their public image for the rest of the crisis. Therefore the PR professionals should remember that in some cases the best way to gain credibility is to concede an obvious point rather than defend or resist an attack made on the point. Now let us look into commitment. The PR professionals need to express a deep commitment to communicate with the general public, the media and the other affected stakeholders. This ensures that the media personnel use this information and actions as the primary source and help communicate the commitment of the organization towards solving the problem or mitigating the effects of the crisis. Caring. The PR professionals should demonstrate the caring attitude towards the crisis and the victims of the crisis. The public will be more worried about the victims of the crisis. If the PR professionals showcase their caring attitude towards the victim of the crisis then the public will be held in low regard or pay attention to the actual crisis. Now let us see capability. The public should perceive that the PR professionals are capable of resolving the situation or solving the problem. They should have confidence in the capability of PR personnel. Now that we have seen the five C's of crisis communication now let us do a recap. We learned the five C's in crisis communication. They are competence, credibility, caring, capability and commitment. Thank you for watching this video.