A crisis with many organizations is something that is inevitable. In other words, in a typical business situation, there are so many touch points and so many targeted audiences, that at some point or at some time a crisis is it is something that top management expects. The objective is to do the research of all the possible scenarios far ahead of time. Additionally, it's absolutely vital for members of the public relations department to cultivate strong and deep relationships among the media and other communications organs which could influence the crisis response. Equally important, is for the public relations specialists to research and understand the targeted audiences. Agree? Why?