Ongoing Crisis Communication

Crisis communication is the lifeblood of crisis management: When communication is ineffective, so is the crisis management effort. Emphasizing the role of communication, W. Timothy Coombs uses a three-staged approach to crisis management—pre-crisis, crisis, and postcrisis. He reviews the latest research, explains how crisis communication can prevent or reduce the threats of a crisis, and provides guidelines for how best to act and react in an emergency situation.