ABSTRACT
When a crisis occurs, many organizations attempt to protect their reputation over protecting stakeholders from harm. The —rst priority in any crisis, however, is to protect stakeholders from harm-ensure their personal safety. If the organization is perceived to be responsible for the crisis, or a contributor to it, any injuries or deaths may result in —nancial and reputation loss. The loss of reputation will have a —nancial impact on the organization. This loss is greater when there is delayed communications and response. Often times this delay is due to a fear or liability concerns.
