Many organizational perception management events are unexpected and become known suddenly (e.g., industrial accidents, product failures, and employee criminal behavior). By contrast, there are a number of types of perception management events that organizations can reasonably anticipate and plan for. In this chapter, I focus on the more common forms of anticipated negative events (I discuss anticipated positive events in Chapter 7). These expected controversies include events such as the opening of an organizational facility that may affect the health and safety of nearby residents (e.g., the opening of a nuclear reactor facility), the introduction of a new product or service that may be viewed by some as incongruent with the identity of the organization (e.g., a large family discount chain that decides to begin selling firearms), or the unveiling of a new marketing campaign that is viewed by some as morally illegitimate (e.g., a cigarette commercial that uses a cartoon character appealing to children).