This is the 5th edition of this book. Since initially published in 2001, it has been used by numerous organizations of all kinds to help them know what to do and say in the opening moments of a crisis. Those who have received it from their companies after having gone through the workshop on the same topic have found it to be a ready reference. It is easy to grab when something bad happens that thrusts them into the public eye in a potentially negative way. For those who have not been through the workshop, it can provide them with the basic information they need to make a positive initial impression with the news media and the public and then follow through to a conclusion that allows them to save their corporate reputation.