The Harvard reading, Contemporary Corporate Communications: Stakeholder engagement and the Business Model, considers the shifting nature of business, society, media, and technology. To effectively communicate to its stakeholders, an organization must manage its identity. On page 5, the author states that crisis management is the most familiar aspect of corporate communication. While you may not work for a large corporation, there is merit to the notion that the organization must speak with one voice and speak quickly in a crisis. What forces (tradition, practice, and policy) would direct your organization's public response if something horrible occurred at 4:38 this afternoon?