Ask yourself: who trusts you? In a crisis, trust is currency – trust in your organization, its mission, its integrity and, often, its leadership. The organizations best positioned to weather a crisis are the ones that can cash in on a longstanding and hard-earned bank of trust and goodwill, if ever needed. While this is a vital aspect of reputation management, you’d be shortchanging yourself to ignore the importance of a well-thought-out crisis communications plan. (Sick of this metaphor yet?) By Thomas Logue

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