The most important actions in a crisis are: acting quickly to resolve the situation, telling the truth, being available for the press, showing confidence and compassion, communicating changes in the situation as quickly as you can. You've probably seen that when a customer experiences a problem and you resolve it for them quickly, that customer becomes more loyal than they were before the problem. The same phenomenon is true in a crisis. Communicating quickly and effectively to your key audiences can actually strengthen your brand image in their eyes. Thank you Ellis. Thanks for listening, podcasters. Don't miss our talk next week, same day, same time.