The post below from David Henderson on www.bulldogreporter.com looks at the use of web-based media in the crisis management efforts of Virginia Tech during last week's tragedy there.  While I do not necessarily agree with the writer's conclusion about the effectiveness of the crisis communications at the university last week, I do think his points regarding the use of web-based media are worth noting.

http://www.bulldogreporter.com/dailydog/issues/1_1/dailydog_barks_bites/index.html

In the aftermath of the worst and most horrific handgun-killing spree in America's history, there should be no second-guessing or Monday morning quarterbacking the crisis communications of Virginia Tech University. By any standard, it was exemplary and should set new standards for clear and concise crisis communications using the tools of New Media.

By midday on Monday, March 16, Virginia Tech's website was being updated constantly with information, alerts, directions and resources. The university had posted the first of what would be the first of many podcasts of statements from officials, including Tech's president, Charles W. Steger.

Within just a few hours, the university had taken charge of its communications and was speaking with a clear and consistent voice. Even before the deeply sorrowful task of identifying the dead, those few early updates that the university had were immediately communicated to the information needs of students, faculty, parents, the Blacksburg community and the world. There was no speculation, just facts.

With the experience of years both as a journalist and in strategic communications worldwide, I have never before witnessed an organization communicate more effectively during a tragedy and crisis of such a scale than Virginia Tech. What struck me most was how the leadership of the university managed to respond so quickly and in such an efficient manner at a time when shock and grief tends to be overwhelming.

Tuesday morning, Tech President Steger was being interviewed by NBC's Matt Lauer on the "Today" show. Even though Lauer pushed for an explanation why the university had not "locked down" (a prison term that is unfortunately applied to our schools) the entire campus, Steger stuck to clear, logical and consistent messages. He explained to Lauer that with over 26,000 students, Virginia Tech has the population of many towns, and it would not be responsible to impulsively over-react without knowing all the facts. He gave an exceptional interview to the talk show host, a former entertainment reporter at VH-1, who didn't quite seem to comprehend.

At the same time, Virginia Tech's site had been given over completely to reflect the gravity of events. The university's normal site was gone, and a new site provided even more information, often updated every few minutes, about news, memorials and events.

The site—which reflected simplicity and clarity—had been divided into three sections: at the top, a series of remarkable photographs with quotes from leaders; at the bottom, one section labeled "The Latest" and another under the heading, "Resources/Related Content." In the latter, there was a new section, among many, that guided students and faculty to grief counseling services.

This was not a stereotypical example of a "dark site" brought to life, as some PR agencies promote. VT-dot-edu was new in response to a crisis of unbelievable proportions and reflected both the impact of what had happened and responsibly provided information leadership to the university community. Most of all, it was credible.

By clicking on a link, you were taken to the site's "back-end" that was using blog and HTML technology for instantaneous updates by multiple people. There were transcripts and streaming audio and video, and, yes, you could find elements of the university's normal site. It is unprecedented in the history of crisis communications on the Internet.

Here's the important part: It was all being done within the university by a team of students and administrators working around the clock and somehow finding the inner strength to manage their grief and emotions with a commitment to communicate accurately with the world.

David Henderson is an author, strategic communications consultant and journalist based in Washington, DC. His latest book, "Making News," provides an insider's perspective on today's convergence of media relations, New Media and the news industry.Visit his blog or website for details.