One thing is certain about crises: Sooner or later you will run into one. It can ruin your company or boost your reputation. It all depends on the way you handle it and how you communicate yourself through it; but the work starts way before the crisis hits you; in how you develop relationships and create trust in the media as well as transparency and awareness in your own company. Based on experience, real life examples, and key rules of thumb, this presentation should give you a head start in creating a robust IT crisis preparedness.