In business, many crises are avoidable. Yet because businesses are lead and operated by human beings, because many crises are unpredictable, and because natural catastrophes are not controllable, crisis happens.
What truly defines a crisis for your company is the preparation that takes place for the possibility, how your business behaves during the event, and what it does afterward. This is crisis management — navigating large-scale, negative Stakeholder and public reaction to a generally unlikely situation.