Any organization, regardless of its purpose or size, can experience a crisis with the potential to damage or destroy its reputation. Such an event is also the ultimate test of a communicator’s ability to think strategically and employ effective tactics in the face of tremendous pressure.
Because news of your crisis can spread like a wildfire your response plan and people must be ready before a crisis occurs.
When the Balloon Goes Up: The Communicator’s Guide to Crisis Response is the how-to book to assist public relations practitioners, communications specialists and students of these subjects prepare for and respond to a crisis. 
