Employing effective communication strategies between an organization and its key publics is a rudimentary formula for success. However, there was nothing rudimentary about the September 11, 2001 terrorist attacks on America. This tragedy has caused communication managers to rethink everything they do. Messages are constantly being restructured, communication channels are being retooled, and key publics are being retargeted. The tourism industry has been greatly affected. And the 2003 war in Iraq, coupled with SARS and other health-related outbreaks, has further added to the negative impact on this economic sector.