Crisis communication is a sub-specialty of public relations and business continuity that aims to protect and defend an organization during unexpected events or crises. Effective crisis communication requires identifying a crisis communication team and spokespeople, training spokespeople, establishing notification systems to rapidly reach stakeholders through multiple channels, and developing holding statements to communicate immediately after a crisis breaks. The goals are to respond to crises quickly, effectively, and efficiently while maintaining connectivity, accessibility, empathy, information security, and high-volume communication.