This document discusses crisis communication management and outlines best practices for organizations to follow. It defines a crisis as a major occurrence with potentially negative outcomes that interrupts normal business. It emphasizes the importance of having a crisis communication plan to minimize damage through dialogue with stakeholders before, during, and after a crisis. The five stages of a crisis are outlined as detection, prevention, containment, recovery, and learning. Public relations plays a key role in building relationships and reputation through regular communication so organizations are prepared to respond effectively if a crisis occurs.