Crisis management is geared toward:

Crisis management is primarily focused on responding strategically to negative situations that may threaten an organization's reputation, operations, or stakeholders. In public relations, effective crisis management involves anticipating potential crises, planning responses, and executing those plans to mitigate harm. This requires clear communication, transparency, and a swift response to address the issues at hand, which helps to restore trust and confidence with the public and other stakeholders.

While launching successful marketing campaigns, developing employee engagement programs, and preparing government lobbying efforts are important aspects of organizational strategy, they do not directly pertain to the immediate response required during a crisis. Crisis management is distinct in its emphasis on navigating adverse scenarios and maintaining the integrity of the organization in challenging times.