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" There's always an opportunity with crisis. Just as it forces an individual to look inside himself, it forces a company to reexamine its policies and practices. "

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" I think, sometimes when we face problems and issues in our life, we have a tendency to really deny that a problem exists. Or sometimes we say, oh, it'll go away, or we can handle it. It's - you know, don't worry. I've got it covered. And a lot of times, that's not the case. "

Judy Smith

Problem

Think

Face

" 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. "

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

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

" If I'm really telling someone what's coming ahead of them, then I'm going to say it, and I'm going to own those words. "

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

" 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. "

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

Judy Smith

Try

Charge

" Reputations can be built, attacked, and destroyed on social media. It's a huge game-changer - instantaneously emboldening adversaries and shortening the ride for any corporate or personal brand. "

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

" 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. "

" 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'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. "

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

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

" I love what I do, and to be able to see a show that is inspired by my life's work is exciting because it exposes people to what a crisis manager does. "

" 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. "

" Most of the time, you think the problem is not as big as it is - because it says something negative about you or your company or your leadership. Face the reality: The facts are not as you want them to be. "

" 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. "

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

" Crisis is not a nine-to-five job... Crisis happens when you least expect it. "

" 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. "

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

" Social media, for me, is just a thorn in my side. It's painful. For us in crisis, it has totally changed the way we do business. It's a big, big game changer. "

" Protect yourself by always having a record of what transpired or was said in any situation that might be considered sensitive. "

" A crisis, by its very nature, is a negative event. "

" 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. "

" My theory on an existing crisis is that you have to be very strategic about each case's unique elements. If a crisis involves a legal component, you need a communication strategy that complements the company's legal objective. A strategy for a plea deal is different than a case going to trial. "

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

" My experience at the White House was invaluable. "