A comment on the role of relationships in crisis. You’re right that two-way, mutually beneficial relationships based on trust can be helpful during a crisis. But let’s also keep in mind that the nature of the crisis will have a lot to do with the perception of success.

Let’s take the Tiger Woods situation. Many PR people have taken exception to how he and his representatives handled the revelations surrounding his traffic accident and ensuing allegations of adultery.

He was the recipient of fawning coverage for some years, and one might have expected a “fair hearing” from some media outlet, somewhere.

Alternatively, he has been known as secretive and overly managed. Would a stronger relationship with some media members have helped? Given the nature of the crisis, I don’t think so. This was a different situation than usual (though the politicians’ capacity for such scandal seems frequent), and who would stand up for Tiger?

There are limits to the ability of relationships to overcome bad news…