In this section, I'm going to cover how to handle yourself during a crisis, specifically a media crisis. Now, all the techniques laid out earlier in this course about brainstorming messages, narrowing it down to your top three having sound bites, all of that applies here. Yet, there's something different about a crisis. And the difference is this. If you get it wrong, if you mess up, it can destroy your reputation. For years, decades, sometimes forever, even puts you out of business.

So the stakes are much higher, when it comes to dealing with immediate crisis, by definition is something that can really hit at the very heart of your organization's reputation. It's not just an unpleasant story for the day. It's not just less than great news coverage on something. It's something that can make people question who you are, what you're about your legitimacy, whether you even deserve to exist. That's the nature of a crisis. And I'm going to give you a specific techniques on how to prepare for crises and how to handle yourself in the media in this section