W. Timothy Coombs is Professor in the Nicholson School ofCommunication at the University of Central Florida. His booksinclude the award-winning Ongoing Crisis Communication(2007) and Code Red in the Boardroom (2006). WithSherry J. Holladay, he is co-author of Managing Corporate SocialResponsibility (Wiley-Blackwell, 2011) and PR Strategy andApplication (Wiley-Blackwell, 2009) and co-editor of TheHandbook of Crisis Communication (Wiley-Blackwell, 2010). He has worked with consulting firms in the U.S. and Europe on waysto improve crisis communication efforts for their clients. Sherry J. Holladay is Professor in the Nicholson Schoolof Communication at the University of Central Florida. She teachescourses in public relations and corporate communication and herresearch interests include corporate social responsibility, crisiscommunication, reputation management, activism, and stakeholderrelations. Her work appears in the Journal of Public RelationsResearch, Public Relations Review, Management CommunicationQuarterly, Journal of Communication Management, andInternational Journal of Strategic Communication. WithW. Timothy Coombs, she is co-author of Managing CorporateResponsibility (Wiley-Blackwell, 2011) and PR Strategies andApplications (Wiley-Blackwell, 2009), and co-editor of TheHandbook of Crisis Communication (Wiley-Blackwell, 2010).