During which stage of the issue life cycle will a firm experience the most media coverage?

A) potential stage
B) current stage
C) emerging stage
D) crisis stage

The crisis stage is when the issue has become a significant problem for the company, and this is when the media coverage will be at its highest. In the potential and emerging stages, there may be some media coverage, but it will not be as extensive as during the crisis stage. In the current stage, the issue has already been identified and addressed, so the media coverage may have decreased compared to the crisis stage. Therefore, the best choice is D - crisis stage.