What distinguishes a crisis communication plan from routine PR activities?

• A. A crisis plan is only about press releases.
• B. Routine PR focuses on reacting to sudden events.
• C. A crisis plan anticipates sudden negative events to protect reputation; routine PR handles ongoing relationships.
• D. A crisis plan is used to schedule media buys.

Answer: (C)

Crisis communication planning focuses on anticipating sudden negative events and protecting the organization’s reputation, with predefined protocols, messages, and designated spokespeople to respond quickly and consistently. Routine PR, by contrast, is about nurturing ongoing relationships, managing daily communications, and maintaining a steady presence with media and audiences.

That’s why the correct choice states that a crisis plan prepares for abrupt events to safeguard reputation, while routine PR handles ongoing, everyday relationships. The other options misplace the scope: crisis plans aren’t limited to press releases, routine PR isn’t about reacting to sudden events, and scheduling media buys is a media-planning task, not the essence of crisis management.