This text examines the impact of a crisis - big or small - and the threat of negative publicity to corporate reputation. Arguing that most companies have no crisis management plans and hope that disaster will never strike, the author of this book theorizes that consumerism, legislation, environmentalism, pressure groups and investigative media all necessitate the development of a crisis communications plan. The book shows how a crisis can be managed effectively or even turned to advantage through publicity giving the company's reputation a long term boost. Case studies examine the activities of six companies facing crises and the lessons to be learned from their approaches. Checklists are included as a quick reference for the practising PR professional.