The manner in which such information is disseminated should be consistent, credible and positive. In this case, there is need for a proper and direct coordination with the individuals that are responsible for the production of the mass media features. The way media handles issues that deem sensitive matters a great deal. The world around is increasingly becoming chaotic because establishing effective communication is becoming a foregone case. The way in which difficult people or difficult situation are dealt with is something many organizations face as part of everyday way of management. It is not always easy and as such it is certainly a challenge. More often than not, media relations cut across most difficult, intense, yet emotionally charged conversations occurring in the public. This implies that handling correctly issues can be an opportunity towards changing the situation for the better. It is always important to take control of individual behavior, as well as emotions. This can only be achieved if right skills are used appropriately. Coming up with programs that are designed to improving communication skills and relationships can be very productive in avoiding mismanaging sensitive situations whenever they arise (Kowalski, 2010; 171). Increasing the personal level of awareness, adopting components of successful communication are among the key elements in management of crisis. According to Kowalski (2010; 169), learning how to handle touchy topics, problem oriented people and sensitive situations with diplomacy, as well as professionalism are among the major steps towards avoiding mismanaging sensitive situations. This should couple with developing the understanding of the emotions and feelings of other people, which is helpful in handling difficult situations in a more desirable manner. This would go a long way to help in focusing on specific conflict scenarios while exploring ways of dealing with such scenarios. The participants should be given an opportunity to receive and give constructive feedback on individual approaches towards handling difficult situations. Media relations are vital in applying communication skills that make a difference, develop good relationship, managing change, identifying viable means of managing change with team members, handling the challenging conversations, preventing communication challenges and managing conflicts. It is arguable that unique and challenging circumstances may come up in media relations due to the uncontrolled news media. In this regard, the media always has an ultimate control towards the extent to which their stories interest their audiences. Due to this sensitive situation, a continuous relationship between the news media and an organization is very crucial. This will allow an institution to only be aware of the entities to be raised but also create impact towards the audience. Absence such a continuous relationship may lead to the mismanagement of a sensitive situation (Kowalski, 2010). Mismanaging a sensitive situation occurs when an institution ignores a crisis by claiming innocence or rather blaming other individuals. This way, institution may fail to have an open communication with its public. In one way or another, this will imply the lack of concern towards customers especially if the crisis
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