This is the 5th edition of this book. Since initially published in 2001, it has been used by numerous organizations of all kinds to help them know what to do and say in the opening moments of a crisis. Those who have received it from their companies after having gone through the workshop on the same topic have found it to be a ready reference. It is easy to grab when something bad happens that thrusts them into the public eye in a potentially negative way. For those who have not been through the workshop, it can provide them with the basic information they need to make a positive initial impression with the news media and the public and then follow through to a conclusion that allows them to save their corporate reputation. Since new crises arise for some organization or person every day, there is never a lack of examples to be studied. This newest edition adds material about the pervasiveness of social media and the need to use it as a tool in crisis response. It also provides comments on news stories of 2008-2011 like the implosion of Tiger Woods, the BP Gulf Oil Spill, the Tylenol recalls, the Japanese earthquake/tsunami and nuclear facility crisis, and the loss of messaging clarity in the killing of Osama bin Laden. Numerous colleges and universities have selected it as a text in public relations and communications classes both for undergraduate courses (e.g. Appalachian State University, University of North Carolina at Asheville, Kansas State University) and graduate courses (Syracuse University, Judson University, University of Massachusetts at Amherst) and in certificate programs for emergency responders (Norwich University).
The value of this book extends far beyond the classroom discussions with my graduate students….It was an especially useful source of information for them and an ideal textbook reference for me. I expect to have continued use for this book in my classes. It is a very valuable part of my curriculum. –Professor of Public Relations F. William Smullen, S.I. Newhouse School of Public Communications, Syracuse University
I found this book to be an extremely concise and valuable primer of crisis communications. The information is practical and presented in a very straightforward manner. Indeed, I recommended the book to over 300 alumni of the Masters of Medical Management (MMM) program at Tulane University…..My only regret is that I did not have this book BEFORE the media event we recently experienced. –William K. Cors, MD, MMM, FACPE, Chief Medical Officer, Somerset Medical Center
Mrs. Hoffman has turned the very difficult trick of presenting the subject of crisis and media communications in ways that can be grasped quickly and easily by both communicators and mainstream management. It is a book that is needed and will be greatly enjoyed by all who read it. –Michael Seymour, International Director Crisis & Issues Management, Edelman