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When a major problem occurs in a business caused by management, the public relations (PR) team comes to form a type of crisis management. The crisis management team requires immediate and utmost attention plus a capable counteract crisis plan, or else the crisis will snowball and cause a huge dent in the company's reputation. Crisis mainly means a problem that can threaten an institution's very existence. There exist two distinct solution-approaches for the PR problem at hand, known as a "heuristic approach" and a "theoretical approach".

Imagine a company's Chief Marketing Officer (CMO) is claimed to be identified shouting racist chants in a viral video; a heuristic approach would consist of a method which has previously proven effective in this kind of scenario thus generalizing a problem and providing a standard protocol. Using this approach protocol the company can issue formal apology followed with the CMO being fired. Although this could damage the company's different aspects, it will possibly increase the PR gained, but yet this approach is swift and works well most times. Theoretical approach will differ greatly as it will consider all the details and available options to make a rational, theoretically effective decision for the company based on policies/procedures in place, and its PR team even though it may not have an effective result. In other words, having little hard evidence to suggest its worth, for instance in above case a theoretical approach can be like when given a closer look the viral video lacks brightness or quality to guarantee that the face of the person in the particular video is indeed of the CMO; now the company will be eager to give a chance to CMO to defend himself in a press conference and deny these allegations. The company might not lose PR, but will certainly not gain fans either, although there is a chance of advertisement through the news reporting that can be beneficial. Theoretical reasoning takes time, which results in a further deterioration of reputation until the official statement comes. Heuristics are taught, memorized or set as guidelines as per the different crises a firm perhaps face, and as for what theoretical proposition is. It's an example of critical thinking or decision-making, keeping in mind that as time progresses a crisis could spawn additional kinds of crisis. It is unsuitable to say among the two which is generally more advantageous. One is faster while the other one is slower but thought out more, and one is more legitimate, while the other one is more logically effective.

Possibly these two are completely unlike one another, but the truth is they are alike in more ways than one. A successful theoretical approach, when proven helpful more than once, turns into a heuristic one given enough trial and error although theoretical has better chance in a complicated situation. By this we can say that theoretical approaches are turning into the heuristics approaches daily as more and or unique 'pickles' the businesses run into. We can draw a conclusion that by definition these approaches are nearly identical, with the difference is reputation, kind of like difference a same type of product from a new ambitious brand compared to an old brand with a ton of PR.