Effective communication in its various forms is the basis of crisis management. Internal and external communication is essential in times of crisis to achieve a positive outcome. In a crisis, people's lives are often in danger, lives can be lost or protected; however, their fate is in the hands of the information. A breakdown in communication during a crisis will prevent the dissemination of relevant and urgent information to the target audience, placing them at a significant disadvantage in protecting their health. During a crisis, failing to provide accurate, detailed and informative information can be extremely costly. The communication process is not something that begins when a crisis rears its ugly head. Rather, it is a process that takes place in preparation for a crisis beforehand. it happens. Although the term crisis represents a general term used to describe many situations, each situation is unique, thus presenting different obstacles to overcome. However, with a well-established advanced plan, an organization puts itself in a position to overcome and circumvent obstacles. The development of a comprehensive crisis management plan requires effective communication where each member of the crisis management team has an advanced common understanding of their role and responsibility in times of crisis (from Pr'e, 2005). on effective communication, both written and verbal, in their daily operations. However, when establishing an emergency plan, it is important to understand the advantages and disadvantages shared by both. Written communication allows the reader(s) to review the information as often as necessary, but does not appear...... in the middle of the article......siness Case Studies (Online) , 8(3), 311. Retrieved from http://search.proquest.com/docview/1418710719?accountid=458Sharma, K. (2013). Healthcare industry communication: new media, new methods, new message. Anvesha, 6(2), 55-56. Retrieved from http://search.proquest.com/docview/1460232741?accountid=458Texas A&M Transportation Institute. (2014). Use of Bluetooth technology to facilitate evacuation in the event of a hurricane. Retrieved from http://tti.tamu.edu/2010/06/01/using-bluetooth-technology-to-aid-in-hurricane-evacuation/United States Environmental Protection Agency. (2013). Develop risk communication plans for drinking water contamination incidents. Retrieved from http://water.epa.gov/infrastructure/watersecurity/lawsregs/upload/epa817f13003.pdfUniversity of Phoenix. (2014). Program. Retrieved from University of Phoenix, HCS/320 Health Care Communication Strategies website.