The document discusses how to be prepared for crises in the digital world. It notes that crises are now a normal part of business and communities have more ways to voice complaints online anonymously. It recommends companies audit their vulnerabilities, have policies and training to respond to crises, and engage and respond professionally to any online complaints while directing people to official channels to discuss issues further. The key is to build goodwill, have an established position, and continue reviewing and practicing crisis plans for any situations.