Describe each stage of Coombs’ three-stage model of crisis communications. What is the focus of each stage? Which stage do you think is most important? Why?

What will be an ideal response?

The three stages of crisis communications include three macro stages: precrisis, crisis impact, and crisis recovery. In the precrisis stage, warning signs appear, and the company moves to try to eliminate or reduce the risk. In the crisis impact stage, the actual crisis is underway, and your focus is on managing the situation and providing support to those impacted by the crisis. In the crisis recovery stage, the goal is to return to business as usual as fast as possible while making good on your promises and critically examining the company's response to see how it might be improved. Repairing damage to corporate reputation is also an important effort at this stage.