Brown had to quickly put together a crisis media plan to communicate and console the public during this tragedy. Based on this plan, the future of Air France could either continue or quickly diminish. After rising from this tragedy, Brown recommends that every company, big or small, have a "PR crisis bible". This document should include written crisis management plan, including an assigned spokesperson, making a list of media contacts and composing a comprehensive strategy for handling, employee, media and community reaction. This should always be followed up to ensure the communication was effective. Today, Air France is still a functioning company. Why was this public relations plan so effective? Planning and proper communication was the key to turning this tragedy around. The practice of public relations varies throughout the world, including France. But regardless of cultural differences from one country to another, Companies around the globe have audiences with which they should or must communicate. This holds true in times of triumph, tragedy, and day-to-day business. Developing a message and finding the appropriate way to deliver it is effective public relations in action.
Publicity Stunts.
Publicity stunts can be a very effective form of public relations but also very risky. A company named Celebrity Gems in Castro Valley, California, is a small Public relations firm that pulled off quit a publicity stunt. A company called IntraLinux was challenging a similar product coming to the market at the same release time a Microsoft. Outside the Moscone Center in San Francisco, where Microsoft was launching its latest operating system, a Bill Gates look-alike was matched against a Penguin (IntraLinux's mascot) in a boxing ring whose four corners were held up by Penguins. The Penguin pinned Gates, naturally, while a plane towing a banner that read "IntraLinux" flew overhead. This publicity stunt attracted many people and peek their interest to bring them to the IntraLinux store.
