Welcome to our Monday podcast for 5th March. Today our guest speaker is Ellis Whims, a PR expert and she's going to talk about crisis management. Ellis, over to you. A business crisis can take many forms. Unhappy customers can, unfortunately, give a lot of trouble. Do you remember the recent headlines about the woman who said she found a human finger in her food at a MegaBurger restaurant? MegaBurger estimated that this situation cost them $2.5 million in lost sales. And the story of the finger was actually false! So if the unthinkable happens to you and your company, what do you do? How do you respond? Every organisation needs a crisis plan to enable it to handle a crisis quickly and effectively. The most important part of crisis management is preventing a crisis in the first place.