Explains what an organization needs to do before, during and after a crisis, and also what skills and expertise are required. Defines a crisis as an event that can destroy or affect an entire organization, pointing out it can threaten the existence of products or operating divisions, harm people's health or welfare, and the environment, severely damage the organization's financial position and devastate its reputation. Lists eight steps to use with regard to crises. Concludes organizations are crisis prone but some forethought could put them on the road to becoming ‘crisis prepared’.
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