"Sunlight is the best disinfectant."

U.S. Supreme Court Justice Louis Brandeis

When the news isn't good, spokespeople must be front-and-center to tell their story before others start telling it for them. Robert Dilenschneider, former boss of PR firm Hill and Knowlton, used to say that when the news is bad, "tell it all and tell it fast." But in shaping and telling their story, spokespeople need a pathway that builds on their Value Compass so that their messages reflect the attributes they hope to project. This chapter will focus on the importance of being present and responsive when bad news happens, as well as explain the four key principles for building trust. It will also provide a simple yet powerful formula ...

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