Jim Lukaszewski: Defining Crisis

Hi, Jim Lukashewski here for the Lukaszewski Group Division of Rysdal Public Relations, the division of Rysdal Marketing Group. Let me just give you my definition of crisis for a second here, because I think it helps frame all the other things I talk about. I define a crisis as a people stopping, show stopping, product stopping, reputationally defining and trust busting event that creates victims and or explosive visibility. And I think if you use that definition, we're going to talk about things that are much more serious than we often do in the crisis category. So keep that definition in mind as we talk further about crisis.