Once a potential problem has been identified, a PR practitioner must decide if the problem requires a PR response or not. How do we determine if a potential problem should be addressed by PR efforts?

A potential problem is only addressed by PR efforts if a review of the organization's mission statement shows the potential problem could prevent the organization from achieving its mission.

A potential problem should be addressed by PR efforts if marketing and advertising efforts to address the issue have failed.

All potential problems should be addressed by PR efforts

A potential problem should be addressed by PR efforts if it's generated concern among key publics, the media and top management.