Oct 12, 2016 - Winston Churchill once said that a lie gets halfway around the world before the truth has a chance to get its pants on. This is also true of news about a crisis and your response to it. You have to be ready to talk to all stakeholders when a crisis occurs, as soon as it occurs -- to get out in front of it. The first response does not have to be definitive, because you will need to refine the message as you learn more about the situation. But you do have to respond. This issue can help with your response... and check out the worst crisis communications mistakes in Item #5.