There are a variety of crisis situations that could face a company and it might have the requisite expertise to tackle those situations. However, it takes a rare comprehension to ensure that the company’s image is reflected in proper light to the general public. This, in essence, translates into the core knowledge necessities required in public relations. Technical knowledge and skills are required for opinion research, public issue analysis, media relations, direct mail, institutional advertising, publications, film-video productions, special events, speeches, and presentations.

Methods used to counter such situations include:

Crisis management
Reputation management
Issue management
Investor relations and labour relations
Grassroots PR