ABSTRACT
Communicating in a crisis is not for the faint hearted. As Dr. Timothy Pascoe, business strategist and former McKinsey consultant, says, “In a crisis, you need speed, decisiveness, authority-and often signicant courage.”†
It does take courage to step out of the “safe” business mode and step into the public arena. Not only do you need to demonstrate compassion for the “victims,” but you need to convey strong conviction for the actions you are taking.
