W. Timothy Coombs , Ph.D., is a Professor in theNicholson School of Communication at the University of CentralFlorida. He is the 2002 recipient of the Jackson, Jackson &Wagner Behavioral Science Prize from the Public Relations Societyof American for his crisis research. He is author of theaward-winning Ongoing Crisis Communication (1999), Today s Public Relations (with Robert Heath, 2006),and Code Red in the Boardroom: Crisis Management asOrganizational DNA (2006). Sherry J. Holladay, Ph.D., is Professor at the NicholsonSchool of Communication at the University of Central Florida,Orlando. Dr. Holladay's research interests include corporate socialresponsibility, crisis communication, activism, and reputationmanagement. Her work has been widely published in journals. Together, Timothy Coombs and Sherry Holladay are authors of theaward winning books It s Not Just PR: Public Relations inSociety (2007, Wiley-Blackwell), PR Strategy and Aplication:Managing Influence (2010, Wiley-Blackwell) and co-editors ofThe Handbook of Crisis Communication (2010,Wiley-Blackwell).