OK, so the you-know-what has hit the fan.

The CEO is agitated. The General Counsel has already called the outside law firm. C-suite leaders are whispering in the hallway.

You are in the first moments of a real crisis.

As a communications leader, what do you do?

I’ve worked for many years with leaders on challenging situations like lawsuits, regulatory actions, layoffs, acquisitions, divestitures, workplace violence and the 9/11 attack.

Every crisis is unique.

There is never a...