Critics of crisis communication focus on how it is used to protect organizational assets. Any crisis team that prioritizes organizational assets over public safety and welfare is destined for short-term and long-term failure as crisis managers. Crisis communication must make public safety and welfare the number-one priority in a crisis. By protecting stakeholders, the organization will naturally be protecting itself by preserving valuable relationships with stakeholders. Being willing to disclose any and all information that can threaten stakeholders is paramount to crisis communication. Withholding information pertinent to stakeholders will hurt the organization in the long run and serve to intensify damage from a crisis. For instance, consumers are angered when an organization appears slow in warning them about product harm and may choose to sever their ties to the organization that is slow to disclose or hides product harm information from them.