Among many nuggets of wisdom woven into the text is a section with original concepts in the area of crisis communication, namely "CRISIS: By The Rule of Advanced Engagement," and a Crisis Code of Conduct. The section, begins on Page 287 with a case role play that centers students vicariously in a crisis situation as individuals die in an industrial accident. The lesson dramatically emphasizes the importance of preparedness. The section addresses the reasons why some organizations are able to shift easily into a crisis management mode while others treat a crisis as an operational disruption and have to manage their way out of chaos. It also provides a detailed discussion of barriers that communication professionals encounter to crisis planning and ways to overcome them. What more and more professionals have experienced in crisis situations is the need for crisis management to be based on intuitive principles. The text guides students in developing an "intuitive" Crisis Code of Conduct by having them select entries from one of the most comprehensive compilation of principles in crisis leadership, management, communication, spokesperson responsibilities, and media relations.