Gerald Baron, or as many of you may know him, The Crisis Blogger, is one of the biggest names in crisis communication in the online world. I have been following his blog for a while and in the last month or so Gerald has been touching on some key issues regarding social media. I thought I would reach out to him for a podcast interview and he was kind enough to come in for a chat. We talk about his paper “Twitter and Government Communications,” and how although, Twitter may die off the underlying function of instant news sharing is monumental for emergency response agencies. Gerald emphasizes the importance of branding, public expectations, transparency and rumor management as a part of an overall information discipline process. He describes how his company PIER Systems (Public Information Emergency Response) manages information distribution to effectively administer proper response and communication during an event and meet public expectations.