Reputations are won or lost in times of crisis, and we tend to forget that fact during crises.
Whether or not you win or lose, reputation is more within your control than you think. Crisis is a pivotal time … when your destiny is determined one way or the other. Bad things happen all the time, even to good people and good organizations.
Try to remember to ask yourself the right question: What would reasonable people appropriately expect a responsible organization to do in this situation?
Developing a crisis strategy in advance and using experts to message around it is imperative.