how the book the begins
Fires can level cities and oil spills threaten the environment. School shootings are too frequent and shake the confidence of the public. Sometimes there is advance warning when tragedy strikes, but often these events are unpredictable, and they always generate high levels of uncertainty. In these times of crisis, communication matters. The focus of this book is to understand human behavior—specifically organizing—now that people have so many forms of new media to use when communicating.