Today, H&K Canada announced that it had been retained by WestJet, Canada's leading low-fare airline, to provide crisis communications preparedness services and media training. As my colleague and senior crisis counsellor, Boyd Neil, said in the release: “Our approach to crisis centres on helping clients focus on what’s important – engaging key stakeholders and establishing processes so clear-headed thinking is in command during a crisis situation. Today this means integrating digital and social media strategies into crisis communication planning and execution – a philosophy which WestJet shares.”

Working for any company that understands the changes unfolding in our business is always refreshing. And in an industry where body-blows to reputation can have potentially tragic and fatal results, the ability to communicate openly, transparently and as compassionate human beings is essential.

From one who participated in the actual pitch, I was both surprised and exhilirated by WestJet's clear grasp of the importance of social media as an integrated component of their crisis preparedness plan, and their willingness to embrace it. And while they challenged our thinking, and continue to do so, they freely acknowledge that the communications dynamic in times of crisis - which now includes Blogs and Facebook, Youtube and Flickr, among others - has changed dramatically from what it was even 18 months ago, and continues to change... and that they need to be prepared for it.

Tomorrow, I'll be presenting to another client on crisis and digital, and speaking to issues where lives may also be put at risk. I hope this audience is equally receptive.