As the foremost crisis history expert, I seek to uncover what makes crisis history more or less salient for people as they make evaluations of organizations that are currently experiencing crises. 

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Extant literature has only examined crisis history as a superficial construct, examining the impacts of crisis history as either present or absent.  The truth is more complicated.  Therefore, I have found a literature gap where I can lead the scholarly endeavor as the leading crisis history expert and make significant contributions. The crisis communication field is ripe and in need of further crisis history exploration. My research fills an urgent gap in two related fields: public relations as a profession, and public relations as an academic discipline. My questions and scholarly insights provide actionable results to inform crisis communication strategy.