Command the Crisis: Navigate Chaos with Battle-Tested Public Relations and Communication Strategies
| Angela Billings, 2024
What’s It All About?
Command the Crisis is a no-nonsense guide rooted in the discipline and intensity of military communications — and it couldn’t be more relevant for the chaos of manufacturing life. Author Angela Billings, whom I met through the Kentucky chapter of the National Speakers Association, spent over 20 years as a strategic communicator for the U.S. Air Force. Her book is packed with war-zone lessons turned practical tools for a navigating wide range of challenges, from recalls and audits to sudden equipment failures and supply chain breakdowns.
In manufacturing, crises don’t ask permission. Angela’s approach shows how you can plan before things go sideways — what to do ahead of time, what to say in the moment, and how to keep trust when the pressure spikes. Her storytelling is grounded in real events, like the Abbott Nutrition recall, making her playbooks feel earned, direct, and instantly useful.
Favorite Quotes
“While you may be unable to prevent a crisis from occurring, how you behave ahead of a crisis can largely determine how you emerge from the crisis once it’s over".
Biggest Takeaway
The military mindset shines through in Angela’s insistence on precision: call a press conference like recon before entering hostile territory. The “Crisis Decision Matrix” isn’t just about whether you’re in crisis — it’s about how ready you are. In manufacturing, that’s everything. Whether it’s a part shortage or a safety incident, having clarity on who speaks, what they say, and how you react before chaos hits gives you control when others lose theirs.
Another gem: the thermostat vs. thermometer metaphor. You must set the tone, not just report changes. Praise your team publicly, correct privately. Use apps or dashboards to stay proactive. And never let silence fill the void. When you don’t engage, it means someone else will craft the narrative for you. That kind of attention to messaging protects culture and credibility, even when the factory floor is in free fall.
Bonus Information
Billings was on the front lines during 9/11 — literally inside the Pentagon — moments when communication meant everything. That experience shaped her framework for crisis leadership. She taps that credibility throughout the book, using checklists like “What You Need to Know” at each chapter’s end to help readers act with military-level clarity.
In my talks with plant leaders, I’ve already started weaving in these insights — especially during coaching sessions when a team is spiralling. Instead of pushing harder, we pause, run the decision matrix, designate speakers, and align messaging. That pause alone brings toughness — and stability — back to the process.
Learn More on Mindfulness Manufacturing
Angela Billings was also a recent guest on the Mindfulness Manufacturing, where she shared gripping stories and fresh, empowering insights on leading with confidence through a crisis. To learn more, listen to her episode here.