"How do I effectively communicate a crisis situation to the media?" Charlotte asks.

Most people generally undervalue the importance of effective communication during a crisis. Yet, in an environment filled with split second decisions, it is a skill that is not only valuable but essential to master.

Prepare carefully for interviews with the media and anticipant questions. During a crisis rumors spread rapidly. Preventing leaks and rumors can be accomplished by designating a single spokesperson who is well informed of how much coverage your crisis is receiving, who's saying what and what visuals are being used. They can then clarify misunderstandings and reinforce important points.

› Click here to listen to the professional polish audio clip