A Reporter Just Called. Do You Know What to Say?

Most organizations don't. And that's exactly how reputations collapse. When crisis hits, you have minutes — not days — and the wrong move can cost everything.

• Your lawyers will tell you to say nothing. That's the wrong move.
• Your PR agency will take three days to respond. The story won't wait.
• Silence isn't neutral — it's a statement. And the media will write it for you.