Setting out the basic principles of crisis management for all businesses, this treatise on how to handle a public relations crisis is suitable for CEOs, PR executives, and MBA students. Professionals are guided through the various stages of setting up a viable corporate crisis response and are provided with a series of key questions that every chief executive officer or managing director should ask and every corporate crisis manager should be able to answer. It not only covers remedial action after the event but offers expert advice on preparing every department and every key player of an organization so that, should a crisis occur, damage of every kind is limited as much as possible.