To help companies better prevent and manage potential crises on World Consumer Rights Day, CIC and Ogilvy Public Relations ("Ogilvy PR") China launched their latest white paper "2013 Crisis Management in the Social Era" that analyzes the top 20 crises on Chinese microblogs last year. Advising companies to refrain from publicly jumping to conclusions at the outbreak of a crisis, the study recommends companies to immediately communicate their awareness of the crisis at hand and to promise a thorough investigation. The white paper serves as a guide in helping brands to better organize and fine-tune their crisis communication, especially on social media.