This article reports results of a qualitative study that examined communication challenges decision makers experience during the response stage of crisis management. Response is perhaps the most critical of the three stages (prevention, response, recovery) identified in crisis research literature. Response is the point when crisis managers make decisions that may save lives and mitigate the effects of the crisis. Actions at this point also significantly influence public opinion about the crisis and an organization's handling of the event. This study provides additional insight into the complexities of the response stage through analysis of 26 interviews conducted with crisis decision makers involved in 15 organizational crises. Ten additional crises were analyzed through secondary data sources. The result of these analyses is the identification and explication of four crisis response steps: observation, interpretation, choice, and dissemination.
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