ABSTRACT
Frequently, the CEO knows less about the details, but his or her physical presence sends two powerful messages: I care and I am accountable.
If your crisis is truly a show-stopping event and the company’s reputation is clearly on the line (e.g., there have been multiple deaths, the scale of the crisis is huge-think Exxon Valdez, 9/11, the oil spill in the iconic Sydney Harbor, the shootings at Fort Hood (see Box 13.1), and the monumental BP oil spill in the Gulf of Mexico), then it is imperative that the head of the organization is at the scene, getting his hands dirty.
