Speed. It's a critical concept. If you are an oil and gas executive and you have a crisis, the world is interconnected information flows lectures here social media posts here, a Facebook comment there. It gets out quickly you do not during a crisis, want your enemies want your opponents want other people defining you. And that's why you've got to get your information out quickly, not tomorrow, you can't wait till all the facts are in. You can't wait for lawyers to vet every single three page press release, you're going to have to come up with a system where as soon as new facts are learned, you disseminate it to the whole world and to the news media at the same time.

Because if reporters find out someplace else, and you were getting ready to tell them an hour from now, two hours from now, tomorrow, they think you're hiding. They think you're stonewalling you lost credibility, they're more likely to attack you. And they're more likely to listen to anything else from that source that gave them the information. So there's a new leak, if the fire has gotten bigger, if the estimate of when the fire is going to go out is changed at the estimate of when the leak is going to be plugged this change, you need to get it out quickly. And I mean, right now, you cannot give information out too quickly to reporters during a crisis. As long as it's accurate.

You don't quickly put out speculation, you know, quickly. But you do quickly reveal all relevant, interesting facts about a crisis. If that means you're giving updates every 20 minutes, then do it. You can't be too quick. When it comes to information in a crisis because it's not coming from your spokespersons mouth. It's going to be coming from someone else's mouth.