The Zilwaukee Bridge spans the Saginaw River in Zilwaukee, Michigan. Construction began in 1979 with an expected completion date three years later; however the bridge would not be available for traffic for nine years. The initial budget of $79 million was exceeded by $48 million. In 1982, with the bridge two-thirds complete, a segment was not properly counterbalanced causing the bridge to sink and crack. It finally opened in 1988. Public relations became a key tool for maintaining a positive relationship with disgruntled residents and commuters. This area of PR is referred to as: