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Crisis Communications: The Definitive Guide to Managing the Message by Steven Fink

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12

Telling the Truth

No one said it better than Mark Twain: “Always tell the truth; that way you don’t have to remember anything.”

It’s good advice that too few follow. Why?

Crisis communications miscreants fall into two general categories: idiots and liars. One is painful, the other lethal. Remember, in a crisis—as in life, I suppose—it’s not what you know, but what you do that matters, and character counts. As Ella Wheeler Wilcox penned many years ago:

One ship sails east and another sails westWith the self-same winds that blow.Tis the set of the sail and not the galeWhich determines the way they go.As the winds of the sea are the ways of fateAs we voyage along through life,Tis the act of the soul that determines the goal,And not the calm ...

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