During this workshop, experts like, Dr. Christoph Engl, Director of the South Tyrol Marketing Company, Mr. Marco Dall'Asta, Head of Online Communication of Lufthansa, and Dr. Dirk Glaesser, Manager of the Risk and Crisis Management Progamme of UNWTO reported from their experiences. They exposeed the potential of modern communication and presented best practice cases of developments, practices and successful approaches to contemporary crisis PR. Mr. John Kuhn of Süddeutsche Zeitung portrayed the importance of social media in the traditional media industry. Ms. Melanie Gerhardt, Head of Security and Crisis Management for DERTOUR illustrated how the basic rules of crisis communication have changed through social media and Mr. Olaf Collet, in charge of the crisis management for DRV, gave an insight of the crisis coordination at the level of the DRV.