Crisis Communication

April 16, 2007 - there is a shooter happening on campus in Virginia Polytechnic Institute and State University. In the disaster, at least 33 people are dead in what may be the biggest mass shooting in modern American history. It was a really shocking news to the world and it is also a crisis for the university. However, the principal of the university did not show their care to this event. And he did not try to communicate with the media well. Until now, he did not clarify who is the dead or the injured. To be a better communicator, I think he should show his care to the injured or the family of the dead. Second, he should react to the disaster in a proactive way. Before talking to the media, he should get all the statistic of the dead or the injured including their age, gender or nationality. Even though he hasn't known the informaiton, he has to promise to the media that as long as he has the relevant information, he will provide the information that the media wants.