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" ... 3. Make sacrifice personal. Crisis communications is about actually fixing – not spinning – the problem. By making no personal sacrifice and cashiering 5,300 low-level workers who were following Wells Fargo’s prescribed requirements is not a corporate sacrifice, it’s a human sacrifice – and a disquieting one at that. Crisis communications is ultimately about doing the right thing, not pretending you’re doing the right thing. Saying “we’re sorry” is not nearly as important as showing your sorry. You have to earn your credibility. ... "
" ... Baldwin couldn’t say “yes” fast enough. Within two hours of cashiering his staff, Baldwin had miraculously hired them all back, filling 45 crucial seats for AnswerNet. In minutes, Baldwin says, the Spike’s team went from “non-essential” to “essential.” ... "