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Crises don’t wait for perfect plans, which is why Michelle Ehrhart’s mantra—practice makes permanent—hits so hard. Michelle, former VP of global communications at FedEx and now CMO at the University of Memphis, joins us to share the field‑tested playbook behind her new book, Crisis Compass. Tom and Michele share stories from their experiences and dig into the habits that turn panic into poise: understanding operations, running rigorous tabletop drills, and being ready to respond when crisis strikes. 

Michelle considers crisis comms a “muscle memory” skill that needs to be practiced over time. That means regular - and impactful - tabletop exercises that help your team maintain an edge and a readiness to engage when the phone rings at 2 a.m. 

We also tackle the messenger problem. Not every executive belongs at the podium, and it is your job to protect credibility, not egos. Michelle and Tom discuss how to match the spokesperson to the moment—technical depth for complex updates, empathy for community harm, operational authority for corrective action—and why media training must happen before the cameras arrive. Then they parse “strategic silence”: when speaking fuels someone else’s story, and when going dark—like Volkswagen’s five‑day gap—looks like guilt. The rule of thumb: own your issue quickly with verified facts, next steps, and a specific time for updates.

If you lead communications, manage risk, or simply want a sharper crisis response, you’ll leave with concrete tactics you can put into practice this week. Subscribe, share with a colleague who handles tough calls, and leave a review to tell us which tactic you’ll drill first.

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