4.1 Key Terms4.2 Objectives4.3 Overview: An Underlying Problem and the Alignment to Core Values4.4 Postmodern Culture and the Importance of Messaging from the Core during a Crisis4.5 Hurricane Katrina, August 2005: Off Message and Off Mission4.6 The Joplin, Missouri, Tornado of 2011: Off Message and Off Mission4.7 The Oslo Terror Attacks: On Message and On Mission4.8 In the Private Sector—Core Values and Measurable Impacts4.9 Delivering Alignment to Core Values4.10 Why the Second Principle Matters4.11 Summary4.12 QuestionsEndnotes