Spotlight on Ross Campbell

Purpose – This paper seeks to present an interview with Ross Campbell, a Melbourne, Australia‐based crisis management practitioner, focusing on the development of crisis management as distinct from risk management. Design/methodology/approach – The paper uses an interview to explain the importance of investment in crisis management and outlines what is involved. Findings – The paper offers examples of good crisis management practice and looks at some cases of failure to anticipate and prepare for potential crises. Originality/value – The paper warns that such failures can not only damage corporate resources and reputations, but can also result in an organization's demise. The paper also lays particular emphasis on the need for a timely and efficient message strategy.