A crisis is an unexpected and critical event that can jeopardize a company or organization and its shareholders. Crisis management attempts to minimize the effects of crises and its aftermath. In the life of any organization there will inevitably be crises, which by their very nature are unpredictable. However with proper crisis management, the event can be minimized as much as possible, and the lasting effects of such crises can be dealt with quickly so that a company can return to day to day operations. It all depends upon how well you and your company responds to the situation.