The document discusses crisis management through public relations and social media. It emphasizes that a CEO's personality helps define a company's culture, and that during good times a CEO should act as a "rock star" but during a crisis they must take on the role of a "social pastor". It also notes that owning up to a crisis is important to managing it effectively, and stresses the need to manage emotions while delegating processes. The document provides some hard truths about using social media for crisis management and addresses balancing authority with authenticity.