Proactive planning is having an efficient plan in place, actively anticipating issues, and being prepared to act quickly as necessary to control the issue. Measuring the effectives of messages as they are communicated is an opportunity for PR professionals to gain understanding as too how much information the targeted audience is understood, was influenced by, and reactions to the messages sent. For the simulation, I would have developed polls and surveys. Polls and surveys offer …showed first 75 words of 430 total…

…showed last 75 words of 430 total…way to be prepared. But when a crisis does strike, having the PR professions go into a reactive crisis management plan is as quickly and efficiently as possible is the best way to quell rumors, get the truth out, and to began restoration of the organizational image. Reference: Seitel, F. P. (2004). The Practice of Public Relations (9th ed.) Pearson Education, Inc. Prentice-Hall http://www.drcinc.us/marketing-surveys.php http://www.liebermanresearch.com/mail_surveys.html