A crisis can be defined as: (1)  an unstable condition involving an impending abrupt or significant change that requires urgent attention and action to protect life, assets, property or the environment, or (2) a critical event, which, if not handled in an appropriate manner, may dramatically impact an organization’s profitability, reputation or ability to operate, or (3) an occurrence and/or perception that threatens the operations, staff, shareholder value, stakeholders, brand, reputation, trust and/or strategic/business goals of an organization.

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