When a construction worker was killed early in his shift while working on the new Minnesota Vikings stadium in Minneapolis, the news media responded with coverage that is predictable. This story from WCCO is typical of most news stories following an incident like this. The reporter looked at the safety record of the construction company, speculated if workers were using safety harnesses and put the focus on sympathy for the victim and co-workers. For his part, an executive from the general contractor on the job did a masterful job of expressing sympathy and a genuine sense of loss. Just as important, the executive indicated a thorough investigation would determine what had occurred. He did not speculate on the cause. In this clip he demonstrates how to manage the media and the message in a crisis.