This article is not specific to Chipotle, but relates to the crisis. Jacques discusses different organizational strategies for long-term public relations management following crises. Jacques saw a need for an article written about the post-crisis challenge beyond recovery. The article discusses the different challenges that a crisis can bring to a brand. The negative attention during a crisis is described as a central challenge to corporate image management. Chipotle’s corporate image was greatly damaged and this article examines the different natures and factors that a crisis brings. Jacques emphasizes on the difference between solving a crisis problem and addressing an issue. The article helped me understand the depth and impact of Chipotle’s
