Rather than let a crisis be defined in the terms and on the turf of others — including media — it’s most important to take charge of telling your own story, painful as that might seem, or risk being on the permanent defensive.

This presentation by veteran communicator Ron Sachs covers the do’s and don’ts of working with the media, outlines the types of crises (fiscal vs. physical) and how to respond to each, and discusses the importance of defining a crisis on your own terms rather than letting it define you. You can’t always predict when a crisis will take place, but you can always be prepared.