Not only once or twice do crises arise in our lives. Each day of our existence is actually a crisis in itself, crisis for means to survive, crisis for happiness, etc. Albeit they are a normal occurrence, there are certain crises that leave indelible marks in our memories. There are those that greatly shape, alter, or transform how we perceive ourselves and how others see us. How we emerge after each life-altering crisis immensely sets our reputation.

If this is true among individuals, then the more that crises do matter for companies, organizations, and institutions. When a company is crippled with crises, both its internal and external facets are at great danger. The handling and resolving of a scandal or problem can work positively or negatively for a company. If a company manages to emerge victoriously, the morale of the workers are strengthened and its reputation is further uplifted. If it does not, the damages can be really very dreadful, especially its relationship with its clients and its public. A lot of big companies and organizations are living proofs to this.

Who would forget the Tylenol scandal of 1982? Being a painkiller giant in America in its years of glorious reign, Tylenol was the most used and trusted common-day drug of millions in America and in many other countries. The great storm came when seven Tylenol users from Chicago died after using Tylenol pills. The mishap was then investigated and cyanide tampering was found to have been the cause. The scandal tremendously rocked the foundations of Johnson & Johnson, producer of Tylenol, and put all its businesses at great risk.

Exxon is another company that had a taste of a grave crisis. The 11-million gallon oil spill in Alaska in 1989 put the strength of Exxon at its greatest test ever. The incident massively affected marine life and fisheries in the Alaskan harbor. The damages of the oil spill even extended to shores and beaches, parks, forests, and even to the tourism industry. The Coca-Cola crisis of 1999, and the recent Enron and Tyco scandals are just some of the many crises companies all over the world are susceptible of suffering from.

But the inevitability of any crisis must not stop any company, organization, or institution from continuing their endeavors. Even if a crisis persists, it should always be business as usual. The only key to ensure this is a good crisis management program and an excellent public relations arm. A sound public relations scheme is what made Johnson & Johnson regain the pedestal after the horrendous Tylenol incident. Unfortunately, it is what Exxon lacked.

Public relations is basically a progressive communication between companies and their publics. It is aimed at gaining and then maintaining a good rapport between the two. Public relations does this through building good reputation and sustaining a company's composure and function amidst any crisis. It involves crisis management, investor and public relations, issue management, and image or reputation management. Also, public relations is a career and a profession constant in all industries and businesses. In America, about 500,000 people are working in public relations-related jobs. It is also a top choice among many students for a course in college or graduate schools.

Obtaining a degree or training to be a public relations practitioner has been made a lot easier these days. With more crisis risk factors threatening all companies, the need to have more public relations workers is on the rise. It is a good thing that availability and accessibility to public relations degree and training programs is now at a prime level. Several learning institutions have now made their public relations degree program available through online schooling. University of Phoenix Online, the Michigan State University, and the Syracuse University are some names who have extended their public relations program as a college course online. In www.prmadeeasy.com, there are five public relations training courses students can enroll themselves in. The five courses are press release writing, establishing media relations, basic crisis management, and public relations practice through the internet. The Deakin University online degree program even offers Graduate Certificate or Diploma on Public Relations. For American schools, an English language course may be required for foreign students.

No company can ever claim of not having a need for a good image and reputation, more so, a damage control strategy in times of crisis. Even individuals, especially celebrities and politicians, are also in need of public relations. Just think of Michael Jackson, Martha Stewart, and Floyd Landis and you'll know what I mean.