Reputation on the Line: The Unforeseeable vs. the Inevitable

This month we look at two crises that happened despite the best laid plans of their organizations. My heart went out to the folks at the National Zoo in DC when gunshots ruined
an April family day event. The zoo's success turned into a nightmare as kids lay dead or wounded as the result of a presumed gang fight. Suddenly the police, onlookers and
victims became spokespeople. So much for all those nice "family day messages." But in fact, the zoo fared incredibly well, and the success of previous "family day" events was
consistently mentioned in the media. The challenge for the zoo, of course, will be managing the damage to its image, and mitigating the fear that will keep patrons away.