Public relationship (PR) is a word that would be easily misinterpreted as a process to get things settled or to eliminate reports from news. Actually, an acceptable PR means a concurrence between the public main stream values and organizational social conscience. Therefore, PR must conform to social justice and the values the public. Its objective is not to minimize the major problems, but to listen to the voice from the public, and skillfully convey the great achievements of the organization.

　　The main function of PR for an organization is to face the crisis, and, after all, to reduce the negative impact to organization due to crisis. A proper PR is capable to avoid or reduce the negative consequences of the crisis, as a result, to protect organization from further damage, either in properties or organizational image. Therefore, PR is an important subject which should be introduced into the education and training of senior managers, allowing them to have an understanding of the overall picture of crisis management.