1. What is a Crisis? -- “An extraordinary event or series of events that adversely affects the integrity of the product, the reputation or financial stability of the organization, or the health or well-being of employees, the community, or the public at large.” (Pacific Bell)

2. A Lack of Crisis Planning
        --Fifty percent of Fortune 500 companies did not have a crisis management plan.

3. How to communicate during a crisis

a. Put the public first
b.Take responsibility
c. Be honest
d. Never say "No Comment"
e. Designate a single spokesperson
f. Set up a central information Center
g. Provide information constantly
h. Know media needs and deadlines
i. Be accessible
j. Monitor news coverage and phone inquiries
k. Communicate with key publics

4. How organizations respond to crises
        a. Attack the accuser
        b. Denial
        c. Excuse
        d. Justification
        e. Corrective action--apology, donation, compensation, prevention.
5. Case Studies
        a. Exxon Valdez (1989)
        b. Odwella’s unpasturized apple juice
        c. Pepsi hoax (1992)
        d. Coke recall in Belgium (1999)