Strategic inaction is the option an organization may choose to have in a crisis situation for allowing an issue to fade away on its own. Sometimes the best way to manage corporate reputation in the court of public opinion is to do nothing. Though strategic inaction is one of the least used and riskiest of the many alternatives of crisis response, it nevertheless is one to be considered by public figures or organizations seeking to maintain their reputation amid public criticism. This entry considers various reasons for choosing inaction, the process of making a decision on whether inaction is the right choice, and the role perception plays in this choice.