ABSTRACT
There are three possible results of a crisis: (a) The organization is put out of business,
ruined, possibly sued, and key executives possibly charged with crimes; (b) the
organization continues to exist, but it has lost some image and respect in its publics’ eyes,
and perhaps a great deal of financial position; (c) the organization, in a hard-fought battle,
has won a war of public opinion and is seen as favorably as before or perhaps more
favorably.
