Crisis management refers to the process of preparing for, responding to, and recovering from unexpected events that can disrupt normal operations. This can include natural disasters, financial downturns, or public relations issues. The goal is to minimize damage and ensure a swift return to stability. Effective crisis management involves planning ahead, training staff, and establishing clear communication channels. Organizations often create a crisis management plan that outlines roles, responsibilities, and procedures to follow during a crisis. This proactive approach helps to protect the organization's reputation and maintain trust with stakeholders.