“It's better to keep your mouth shut and appear stupid than open it and remove all doubt”. Certainly, this quote, who depending on who you ask is attributable to Mark Twain, Abraham Lincoln or Confucius, is a great way to encapsulate the importance of crisis communications.  

We have all seen examples of how things can go from bad to worse when someone steps to the podium during a crisis that is unfolding and makes public pronouncements without first gathering the facts. Mishandling crisis communications can shift the focus away from the crisis at hand and make the company’s handling of the crisis the bigger story. Crisis communications is a critically important tool in the company’s arsenal during a high-profile investigation.

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