Corporate crises cause economic damage and loss of reputation. The goal of crisis management is to avert and contain crises. Effective crisis communication plays a crucial role in this process. Crises often escalate into real crises when communication breaks down. This book demonstrates how to keep a cool head in heated crises, anticipate pitfalls and stumbling blocks, and effectively harness the emotional power of language. Numerous practical examples, graphics, and cartoons illustrate the concepts in a lively and engaging manner.