Prep Work Proves Key to Maximizing Technology in Crisis

Dan Criscenti hadn't counted on managing e-communications for a crisis of international proportions when he signed on with Ford. Criscenti's initial role with the venerable
auto manufacturer was to improve the efficiency of the company's internal Web site. As manager of new media communications, he spearheaded "Model E," a program intended to give
all employees access to the Internet. When the Firestone crisis raged onto the scene, however, his job description changed.