The people consider a crisis much differently than they consider mere "news." Crisis implies the requirement of a solution. This is how you help get things done.
One of the primary opportunities for a journalist is to take recommendations from our progressive leaders on what needs to change or to be created in society. Based on those recommendations we can then craft news stories that use emotional pleas and compelling language to create fear and alarm, then point out the need for a general or specific solution. This characterization of some event as a crisis is an effective way to tear down societal norms, laws, traditions, and other mechanisms that stand in the way of progressive change.