The document describes Monsanto's evolution in crisis communication and social media response. Originally, a crisis response caused inefficiencies as an email was forwarded through multiple teams and legal reviews. A new process in 2015 established a response priority framework, one-page process, and small working group to make quick decisions. It also created an integrated digital newsroom to discuss social media strategy and respond rapidly to issues. Examples are given of how this approach addressed crises like a celebrity promoting misinformation and responding quickly to rumors before they spread.