BOOK REVIEW: Mitroff offers new take on crisis comms

What if you could greatly reduce the potential for a company crisis? This book says you can, but only if you're willing to challenge what you believe about yourself, your staff, and your business.

What if you could greatly reduce the potential for a company crisis? This book says you can, but only if you're willing to challenge what you believe about yourself, your staff, and your business.

Although Mitroff's proposals are daring, a fundamental shift in thinking about the next company disaster is exactly what he argues must occur if organizations are to survive in a society he claims is going downhill fast.

The reader is expected to quickly accept his theory that the planet is engulfed in turmoil and that our day of reckoning is near. Resistance would make reading the rest of the book futile.

Mitroff then explains why companies are left reeling from a crisis, and offers seven lessons for avoiding calamity. But he fails to show us how to sell such revolutionary thinking to top brass.

If you fear thinking about the worst, avoid this book. If you're brave enough to tackle your company's crisis-management plan, this may be a place to start.

Title Why Some Companies Emerge Stronger and Better from a Crisis

Author Ian Mitroff

Publisher AMACOM (March 2005), 238 pages

Reviewed by Robert Johnson, director of public affairs, US Department of Transportation

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