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Crisis Management refers to the strategies and processes employed by organizations, whether business or nonprofit, to address sudden and significant threats to their operations, reputation, or stakeholders. It involves proactive measures to prevent crises, as well as reactive steps to mitigate damage and restore normalcy during and after a crisis event. Effective crisis management requires strong leadership, clear communication, and swift decision-making, often in highly uncertain and rapidly changing circumstances. Public relations plays a critical role in managing crises, helping organizations to shape perceptions, manage information flow, and rebuild trust with key audiences. Crisis management is not just about damage control; it is also an opportunity for organizations to demonstrate their values, resilience, and commitment to stakeholders.