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" When times are good, a CEO should remain poised and composed. When times are difficult, a CEO should remain poised and composed. "

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" 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. "

" 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. "

" 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. "

" 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. "

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

" The truth of the matter is, when you think about it, we all make mistakes. "

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

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

" Allegations become facts, and facts become truth in the eyes of the public, whether they are true or not. "

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

" 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. "

" 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. "

" 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. "

" You don't want to appear as if you are not a team player, but at the same time, you don't want to be taken advantage of. "

" 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. "

" 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. "

" 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. "

" 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. "

" Look at the facts as they truly are, not as you want them to be. "

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

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

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

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

" 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. "

" 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. "

" My law degree has always been incredibly helpful. "

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

" 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. "