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Question: The Changing Nature of the Media as it relates to Public Relations? What Opportunities and threat from a PR perspective. key errors in Crisis management? Outline Crisis Management Strategy. Answer: To expand to new markets today businesses have to adopt a wide variety of strategies so as to maintain their public relations and customer confidence. New markets bring along a new set of challenges which the businesses needs to understand before developing any marketing strategies. This has seen businesses and organizations adopting modern forms of communication such as social and mass media communication which has helps build popularity as communication platforms(Duh, 2007). These have helped build brand reputation but also helped the businesses secure important information, data and trends linked to consumer interests and preferences linked to different brands and their products. This data has that been used to help businesses develop effective public relations strategies which have been used to develop market entry plans and improve the businesses success rate. Bonjour Motels have also had to consider adopting a similar strategy whereby the business has had to consider evaluating and understanding customer needs and preferences before expanding to the new market. With the business already established in Europe, USA, and the UK it now plans to expand its operations to Asia which offers a huge and attractive market in the future. But unlike European and American markets, the consumers in Asia are very different and will consider many different aspects before selecting and budget hotel(GOODMAN, 2009). This makes it important for the Bonjour Motels to first perform an in-depth public relations research report which will highlight important points linked to the consumer preferences and expectation. This data can then be utilized to develop effective approaches and plans which can be used by the businesses before expanding its operations to the Asian market. Every new venture of business expansion attracts several risks and its important for the businesses to evaluate the risks and develop effective crisis management plans which can be used in case a risk is encountered(L'Etang, 2007). Preparedness plays a huge role towards the businesses success thus its critical for the public relations report to also consider aspects linked to the publics preferences in the target market. Aspects which could affect the businesses performance before and after entering the market must also be highlighted and solutions identified. Factors such as religion, customs, and social stature all need to be evaluated while also keeping in mind the consumer spending power and willingness to spend on hotels. Emerging Asian economies may be classified as being the most attractive markets for businesses like Bonjour Motels to enter but the consumer in these market are also classified as being the amount the most difficult to please and satisfy. This is due to intense competition in the markets whereby brands have been forced to offer the very best quality at the lowest rates to retain customer confidence(Hyman, 2004). With a high number of competitors in the market, the Bonjour Motels will have to invest in delivering the very best services at the most competitive prices to keep customers happy. Asian consumers are among the most tech savvy consumers globally and will not hesitate to participate in brand and product reviews which play a huge role in a brands reputation(Singh, 2016). Bonjour Motels public relations officers will therefore also need to monitor and manage the brand's reputations on the internet, social media and other mass media platforms which pose a constant threat of defacing businesses if not managed appropriately. Bibliography Duh, S. C. (2007). New Media and Public Relations. New York: Peter Lang. GOODMAN, J. A. (2009). Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits. New York: AMACOM Div American Mgmt Assn. Hyman, W. A. (2004). Guide for Customer-driven Benchmarking of Maintenance Activities, Issue 511. Transportation Research Board. L'Etang, J. (2007). Public Relations: Concepts, Practice and Critique. SAGE. Singh, A. (2016). Managing Public Relations and Brand Image through Social Media. IGI Global