Have you ever noticed that when an organization experiences a crisis, it will often issue an apology and then say what they are doing to make sure it never happens again?  These are called crisis message strategies, and our teams have studied how organizations use these to explain crises to a host of stakeholders.   Ashley Barrett and Keri Stephens studied how British Petroleum communicated technical explanations using Twitter when they experienced an oil spill.   Our teams have also studied how organizations use various crisis messages when responding to a pet recall, as well as how these vary across stakeholders.