W. Timothy Coombs (PhD, Public Affairs and Issues Management, Purdue University) is a professor in the Nicholson School of Communication at the University of Central Florida. His books include Applied Crisis Communication and Crisis Management: Cases and Exercises, Code Red in the Boardroom, and, with Sherry Holladay, Managing Corporate Social Responsibility, PR Strategy and Application, and The Handbook of Crisis Communication. His crisis communication research was awarded the 2002 Jackson, Jackson & Wagner Behavioral Science Prize from the Public Relations Society of America. Dr. Coombs has