Bad things happen to good companies and the risk to the organization has grown. The proliferation of news sources has created a voracious appetite for new material. The Internet and blogs allow a situation to explode instantly into the local, regional, or national attention, threatening to destroy in a matter of hours an image, a brand, and a reputation that took years to build. Too often, organizations respond to these emergencies in a haphazard and irrational manner. The results are dismal: haphazard statements bewilder and embitter the press; leaks and rumors proliferate; the public is misled, confused, fearful, and resentful; and the corporation's value and reputation are savaged. Bad things happen; but bad public relations doesn't have to. Organizations should create a plan for communications in the event of an adverse event to allow for a rapid, reasoned response. This book also includes an appendix on crisis communications on the Internet.