Picture is not worth 1000 words, it's worth a million words, if it's a horrible picture that makes you look bad, or if it's a fantastic picture that can be worth a lot to, you've got to be constantly concerned with the pictures people have and can use during times of crisis. So if there is a bird completely covered with oil, and it's flapping around and looks like it's about to die, you've got to realize that's the picture that's going to be beamed around on every website, every TV newscast for the next 24 hours, if not longer. If you have an explosion and fire is shooting out of the air, that is a picture that TV reporters are simply not going to be able to pass up newspaper reporters, website, editors are not going to be able to pass up that photo. So you must be keenly aware of how things look, you can't say everything is under control, and we're feeling confident and safety is our number one concern.

And people can see flames going off in the back. Or if they can see oil being pumped into the Gulf right now as we speak. So you can't always control the pictures, but to the extent that you can find pictures that help certainly, after a crisis, if there's a cleanup, showing, and before and after picture of how clean things are now, how you've worked hard to improve, that's quite often where you are able to have the most impact is holding press conferences, after the crisis is over, showing people here's what we've done. We know there was a problem. We worked hard, we spent a lot of money we cleaned it up. And here we have things back to where they originally were.

So always be thinking for every single story. What photos are going to be used to make you look bad, put you on the defensive and make the crisis look worse. What photos can you use to put things In the best possible light