Having been in the middle of a number of crisis communications incidents at a university and medical institution, I immediately related to Baron's examples of the feeding frenzy that is the media world today. His discussion of the tendency to seek easy villains without concern for truth is very useful to draw on when talking to people caught in the middle of a feeding frenzy - or even people just trying to plan for the inevitable day when there will be a crisis. I was reminded of reasons that many of us have left journalism ... That all said, one should quickly note that it's not just the media that create the frenzy - it's also all of us who consume the media. And now, many of the people who were formerly consumers can 'make' news themselves. Baron covers all the new ways that people in all parts of the community can use technology to raise issues, both for good and bad.