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

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" 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. "

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

" 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. "

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

" My experience at the White House was invaluable. "

" 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. "

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

" 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. "

" 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. "

" 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. "

" 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. "

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

" 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 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. "

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

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

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

" 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. "

" 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. "

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

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

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

" 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. "

" 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. "

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

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

" 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. "

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

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