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" I've always been interested in image and reputation management. Because really, when you think about it, it is an old phrase, but all we have is our word and our good name. "

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" You do your work, and you do the best you can. That's what my parents taught me, and I think what they were saying was, 'If you do a good job, other things may come your way.' That's really been the way my career has unfolded throughout the years. "

Judy Smith

Parents

Work

Think

" If I can, for whatever reason, inspire and motivate people, that's a good thing. "

" Sometimes people honestly don't realize the magnitude of their words and have no idea that boundaries have been crossed. "

" I definitely never had an affair with the president. "

" Above all else, protect your brand. If you or your company doesn't live up to your brand's promise, own up to your error. "

" I think that scandal and intrigue and all of those sort of things that occur behind closed doors - whether it's on the Hill or in the White House - people all find intriguing. "

" Whatever the issue is or problem is, you have to own it, and you have to face into it. If not, it will just really get worse, and it will get compounded. "

" Most people somehow look at people in the crisis industry as fixers, but some things can't be fixed by an outside person. "

" When you're at the center of the universe, you have to think quickly and size up a situation instantly because, whether you like it or not, you're going to be on the news the next day. "

" Workplace romances - or even the illusion of a workplace romance - can carry many ramifications and consequences. "

" When clients are involved in a crisis, we often start at the end. When this is over, where do you want to end up? What's your endgame? We try to start from that and work ourselves back. "

" I remember having lunch with a friend who worked at the White House. I'd just graduated from law school but kept telling my friend what they needed to do and weren't doing right about the Iran-Contra affair. The next day, I got a call from the White House, offering me a job. "

Judy Smith

Friend

School

" If you make a mistake at work, address it as soon as possible - don't hide it. "

" It's good to have a healthy ego because that pushes you to succeed. But when you cross a line, and your views are not balanced, that's when you get into trouble. "

" Make sure you are clear about the expectations your boss has for you. "

" The ambition and focus that propel you to success can also be your downfall. "

" Rightfully given near-deity status in the early days of industrial America, the J.P. Morgans, Rockefellers, Carnegies, and Vanderbilts of the world not only ran our country, they were also revered - and often despised - as larger-than-life personalities who could perform feats mere mortals could only dream of. "

" Nothing kills a CEO's credibility faster than legal, regulatory, and/or ethical questions. "

" Smart people are no different than anyone else. Sometimes they exercise bad judgment, like we all do. "

" Establish and maintain good working relationships with co-workers. You don't have to be friends, but you do have to be friendly. "

" At the end of the day, I play to win, and otherwise, I wouldn't be good at my job. "

" I like to believe in the good in people. But we're all going to screw up from time to time. It just happens. It really is how our best growth occurs. "

" If your response to a problem or scandal isn't genuine, followers will sense it. And remember, by saying nothing, you're saying something. "

" So many people apologize because they feel like they have to - that it's the appropriate thing to do, that it may help them down the road. But people can tell whether you're sincere. "

" A wonderful quality about America is that we love redemption stories. We're quick to lash out and assign blame, but we also draw from deep reservoirs of forgiveness. "

" I charge by the hour, or I am on a retainer. We try to work with the client. "

Judy Smith

Try

Charge

" I think there are some things that just cannot be fixed. "

" I will say this about the truth - that it's one of those crisis rules, whether you are a client or someone who's living their life just every day - is that the truth has a funny way of not going away, and telling the truth is extremely important in dealing with any problem or crisis. "

" The same qualities that we all have that are good can lead us to bad things or lead us into a crisis if we don't try to balance them. "

" While it may be tempting to bask fully in the glory of success, remember: When a CEO takes too much credit for the good, they will receive far too much criticism for the bad. "