Crisis communication is a sub-field within the broader discipline of public relations that focuses on managing and responding to communication challenges and emergencies, such as natural disasters, industrial accidents, corporate scandals, or public health crises. It involves developing strategies and tactics to effectively communicate with stakeholders, media, and the public during times of crisis in order to protect and preserve an organization's reputation. Crisis communication often involves rapid decision-making, transparency, and empathy towards those affected by the crisis. Key elements of crisis communication include preparedness, response, recovery, and evaluation.