Use the Event Hazard/Outrage Scale as Preparation for Crisis Campaigns

In the last 20 years, crisis communications has emerged as a growing subset of PR. Large-scale public crises such as Hurricane Katrina, the Deepwater Horizon oil spill and a rash of campus shootings have captured the imagination of the general public, bringing visceral images of such events into our living rooms. Extensive media coverage does, however, provide the PR practitioner with an opportunity to exert control over the situation by appealing to the needs of audiences who may be fearful, uncertain or distressed by the impact of the crisis in question. This article details a recently developed measurement technique, the Event Hazard/Outrage Scale, that can be used by PR practitioners to anticipate the needs of the public during crises, and respond accordingly. EVALUATE RISKS Under these circumstances, distributing information about the crisis in a clear and timely manner is essential.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook


This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.