“Companies that do not actively practice, study, and plan for crisis communications - as well, of course, crisis management - are doomed to fail when a crisis befalls them. Crises are, in a word, inevitable, and those macho companies that think, "it can't happen here," or if it does, "I can handle it," will suffer the hardest failures.” ThinkingSufferingStudyFailingCommunicationManagementCrisisInevitableMacho Author:Steven Fink