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" 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. "

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" 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. "

Judy Smith

You

Succeed

Line

" 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. "

" 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. "

" My experience at the White House was invaluable. "

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

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

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

" 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

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

" 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. "

" 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. "

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

" 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. "

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

" While you are searching for a job, it is a good idea to be on your best behavior. "

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

" Oftentimes, rumors burn white hot only to fizzle as fast as they ignited. "

" 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. "

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

" When you're working in crisis situations, people have a tendency - particularly the media - to stake out your house. "

" Problems arise when we go through life relying too much or too little on particular traits, which, in turn, can lead to a crisis. "

" Unless you work in HR, it's not your responsibility to necessarily police and monitor workplace conversation. "

" 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. "

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

" 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. "

" 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. "

" We all make mistakes, and sometimes the difference that we forget is that the people we read about in the paper and on the Internet and see on TV, behind that is, at its core, a mistake. "

" 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. "

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

" It can be a real blow to our egos when we feel as if our hard-earned degrees don't matter as much as our ability to get the morning coffee orders right. "