The term damage limitation refers to the process of reducing or mitigating the negative effects of an adverse event or situation. Some synonyms for damage limitation include crisis management, risk mitigation, damage control, and emergency response. Crisis management refers to the procedures and strategies that a company or organization employs to protect its reputation and minimize financial losses during a crisis. Risk mitigation involves taking proactive measures to reduce or eliminate potential risks before they occur. Damage control refers to the efforts made to limit the harm caused by a negative event or situation. Emergency response involves the coordinated, rapid action taken to address an unexpected crisis or disaster.