Which of the following is NOT part of the reactive life cycle?

• A. Crisis planning
• B. Crisis communication
• C. Litigation PR
• D. Conflict resolution

Answer: (A)

The key idea here is the distinction between preparing for a crisis in advance and responding to one when it happens. The reactive life cycle covers how an organization deals with an issue once it emerges—how it communicates during the crisis, how it manages public perception around legal actions, and how it engages with stakeholders to resolve disputes.

Crisis communication is about delivering timely, accurate information to stakeholders and the media while the crisis unfolds. Litigation PR focuses on shaping the narrative and managing reputational impact as a legal process plays out. Conflict resolution involves engaging with involved parties to settle disputes and minimize damage in the aftermath or during the crisis.

Crisis planning, on the other hand, is about preparation before anything occurs: identifying risks, developing playbooks, assigning roles, training spokespeople, and running simulations. Since it happens before a crisis hits, it belongs to the proactive phase, not the reactive one. That’s why crisis planning is not part of the reactive life cycle.