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What your lawyer's job really is...and why it
doesn't mesh with what your job is
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Why CEOs usually accept the advice of their lawyer
instead of their PR person
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What it is about lawyers that makes them reach the
wrong decision when you're working with the media
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Why it's often better to bring in a crisis
counselor from the outside and why those from small and medium-size
companies are better
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How Clarence persuaded a CEO to comment during a
crisis after the in-house attorney advised the CEO to say "no
comment"...and even though the story appeared, it went away after 24
hours
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Clarence's tip if you have a lot of bad news to
dump
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How Chrysler stopped the "turning back the
speedometers" story from going any farther
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2 things Johnson & Johnson did to keep the public's
trust during the Tylenol murders...against their attorney's advice!
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Why the CEO should never just accept the attorney's
advice and abide by their decision, without weighing other damage
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Questions to ask media consultants before you hire
them so you don't get burned by relying only on a resume
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Why it's important to bring reporters into your
decision-making process, just like Johnson & Johnson did
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Why you must train your employees to deal with
reporters so they don't become terrified and make things even worse
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What your employees should do if a reporter asks
them to comment about your crisis so you stay out of hot water
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The one thing you don't to do because if you do, it
will get you on the 11 o'clock news and make you look like a fool
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Why it's ridiculous not to comment about a lawsuit
that's filed against you
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Why it's even more ridiculous to think saying "no
comment" will make the media go away
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Why "no comment" implies "I'm guilty as hell"
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Why Clarence thinks cameras in the courtroom help
rather than harm the justice system
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How to give a reporter information without having
it attributed to you...Clawrence gives you the exact phrases to use
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Why you must be cautious about doing this with
reporters who you don't know well...and how it can come back to haunt
you
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The one thing you can do to make sure a reporter
abides by your wishes when you're giving them sensitive information
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Clarence's "10 Commandments of Crisis
Communications" and how they are in direct conflict with what your
attorney will advise
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When you should follow the advice of your attorney
instead of following the advice of your crisis counselor
