As the new cannabis industry emerged, it became clear to communicators that it was a matter of when, not if, a crisis would occur that would impact the entire industry. As a member of National Cannabis Industry Asccociation’s Marketing & Advertising Committee (and chair emeritus), Jeanine Moss, with the support of worldwide crisis experts at Burson Cohn Wolf, led a team of the industry’s most influential marketers to create this comprehensive manual for crisis preparedness and response.