The document provides lessons and best practices for crisis communication based on what was learned from the Columbine school shooting. Some of the key lessons mentioned include: over-preparing for crises as plans may fail in reality, expecting the unexpected and planning accordingly, ensuring key personnel are prepared to handle pressure during critical times, prioritizing people first during a crisis, and establishing media priorities and relationships with media contacts before a crisis occurs. The document also discusses best practices for communications planning, research, messaging, branding, and media relations.