What is the most appropriate action for a public relations manager when a hurricane threatens a financial institution?

When a hurricane threatens a financial institution, the most appropriate action for a public relations manager is to confirm the decision to close branches after informing employees. This approach ensures that the communication process is handled effectively and responsibly.

By first informing employees, the organization respects its internal stakeholders and prepares them for the upcoming changes. Once employees are informed, the announcement can then be communicated to the public, demonstrating transparency and leadership during a crisis. This helps to maintain trust and credibility with both employees and customers, as they are kept in the loop regarding important operational decisions during an emergency situation.

In crisis communication, it is crucial to prioritize internal communication before external announcements, as it reflects an organization’s commitment to its workforce and responsible crisis management. This action aligns with best practices in public relations, ensuring that the public receives accurate and timely information, thus supporting the institution's reputation.

Other options could lead to misunderstandings or miscommunication, which can further complicate the situation and potentially harm the institution's reputation or operational effectiveness.