In the crisis impact stage of Coombs' crisis communication model,a firm focuses on returning to business and repairing any damage to the company reputation.

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In the crisis impact stage of Coombs' crisis communication model, the focus is on managing and responding to the immediate impacts of the crisis, not on returning to business and repairing reputation, which are addressed in later stages.

In the Crisis Impact Stage of Coombs' Crisis Communication Model,a