All organizations have multiple constituencies that care about how the organization interacts with them, some more than others. Part of effective crisis management is to have your finger on the pol of each one of those constituencies and what elements of the crisis are going to be germaine to which constituency in a greater or lesser degree. So you start to have kind of a stakeholder map, in a sense. And then that allows you to know what their concerns, what their fears are, what their what their angre quotion might bea i has affected them, no very directly. The next step is to go where they are. You can't kind of sit back and wait that, wait for them to come