A crisis is defined as a turning point toward good or bad results. A crisis can come in many forms such as a sudden market shift in a corporation or product or service tampering. In a Fortune 500 survey, 89 percent of corporate executives believed a crisis was inevitable but half admitted that they had no plan to deal with one. In planning for a crisis, managers must consider worst-case scenarios that can befall their company, and a number of common denominators found in crisis situations. Basic procedures of crisis management should not create crises in themselves. For example, it is important to ensure effective communication during a crisis and necessary factors include quick channels of communication and access to the public and media. The word CRISIS establishes a mnemonic for factors to consider during the planning process: CEO, Research, Identify, Set Up, Implement, and Simulate. Also, a special crisis team should be established.