The PR industry loves the concept that if you just apologize, the problem goes away. The concept of apology is known in the Judeo-Christian sense: You apologize, but then you suffer. The problem is nobody wants the suffering. Everybody wants drive-through redemption.

The PR industry loves the concept that if you just apologize, the problem goes away. The concept of apology is known in the Judeo-Christian sense: You apologize, but then you suffer. The problem is nobody wants the suffering. Everybody wants drive-through redemption.

Most crises are not resolved through rhetoric. They are resolved through operations.

The Constitution gives you the right to a lawyer, but it doesn't allow you the right to a good reputation.

People mistake their love of the technology for it being a solution. Social media is the problem, not the solution, in crisis management. It's a problem if you use it to communicate in areas where you're dealing with incredibly intense emotions and very deep conflicts.

One of the biggest challenges I have with certain clients is convincing them to take a vacation - metaphorically. You're dealing with egos, and with egos the answer to everything is "more me." Sometimes the situation calls for less you.

People in my industry [PR] would like people to believe we have ways to control social media. But that's one of the great swindles.