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.

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.

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.

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

The ambition and focus that propel you to success can also be your downfall.

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.