Chapter 13
Crisis Management Tools

In many ways crisis management is an art, but there’s also a lot of science that goes into doing it effectively. Science in the form of technology. Crisis management is a communications practice—we’re not digging ditches or building houses here. But without the proper tools, you’ll be as ineffective as a ditch digger without a shovel or a carpenter without a nail gun (nobody in the house-building business uses hammers anymore). So let’s talk about the tools you’ll need to do crisis management the way it needs to be done today.