"The report focuses on Crisis Communication during the most devastating floods of 2010 ever witnessed in the history of Pakistan in which the death toll of human beings exceeded 2,000 [...] According to the views of various media reporters and natural calamity analysts, unfortunately crisis communication could not play any effective role in this most crucial time of Pakistan. Interviews carried out with the victims, studies, facts and figures indicate that international response to this natural calamity has been slow and inadequate. Pakistan government’s inability to sustain its grip in tackling this natural calamity is also responsible for the insufficient international reaction. The need of the time is to chalk out immediate rehabilitation programs and long-term planning in order to confront this crisis in the shortest possible time and to counter any similar calamity in future and to prevent it from turning into a long term mishap." (Abstract)